The English Corner at Richland College
Ethos, Pathos, and Logos
Ethos, pathos, and logos are the three rhetorical appeals which, when working in concert, help
establish and advance effective arguments. Regardless of the communication or medium,
arguments attempt to sway and convince audiences through credibility (ethos), emotion (pathos),
and logic (logos).
Ethos
Ethos is used to establish an author’s credibility in communicating a message or providing an
ethical appeal to a message. Establishing credibility is necessary for the audience to believe the
author’s argument. Think of Nike Incorporated. It has t-shirts and TV advertisements that are
simply black backgrounds with the white Nike Swoosh overlaid. This symbol, by itself, has
come to represent a form of sports credibility. Look at the following example below:
I’m not the wealthiest candidate in this race. I don’t have the most yard signs, flyers, or
bumper stickers. You’ll notice that every other candidate is taller. But no candidate has
served in government as long as I have, served in the military as long as I have, or served
this country’s citizens as long as I have. My life has been about serving this country, and
that’s why I want to be your next president.
The example above establishes ethos by letting the audience know that amongst candidates (all
available choices), the speaker has the most impressive, community-minded background. This is
something highly prized in candidates; thus, it helps convince the audience of the speaker’s
argument.
Pathos
Pathos is used to convince an audience of a position through passion or emotion. While feelings
do not necessarily provide concrete evidence in an argument, passions can oftentimes drive
people to action more than ethics or logic. Think about commercials based on sad, funny, or
awe-inspiring narratives; these commercials want you to feel, and they want you to associate
certain feelings with their product, principle, or mission.
Growing up people told me I wouldn’t amount to much. Maybe someone has said the
same to you. They looked at me and said, “You know, you shouldn’t try so hard. It’s only
going to make the failure worse.” What if I had believed them? They laughed when I said
I wanted to make the baseball team. But you know what I did? I went out and made the
baseball team. Then they laughed when I said I wanted to go to college. But what did I
do? I not only went to college, but I put four children through college as well. Then they
said I wouldn’t win my first political race. And what happened? I lost my first race. I did.
But I haven’t lost a race since because I want to help people. And now, those same
people say I won’t be president. What do you think I say to that?
Created by Cameron Maynard
www.richlandcollege.edu/englishcorner
The example above establishes pathos by connecting emotionally to the audience. Everyone has
had the experience of other people telling them they will not succeed at something. Everyone has
also failed at something. These two aspects connect with peoples’ senses of emotion. They
remember their own lives, or they feel for the person speaking. And the notion of overcoming
adversity is especially potent within American society and politics.
Logos
Logos is used to help persuade an audience that an author’s argument is factual or logically
sound. To be acceptable, an argument must stand on logical footing. A rational person, when
looking at the evidence, should be able to say the argument has reasonable support, examples,
underlining assumptions, etc.
The most important issue that faces this country is a weak economy. Hourly wages have
not kept up adequately with inflation. The average yearly wage for a CEO in the country
has outpaced the regular, middle-class worker. The income disparity between the rich and
poor is at a level not seen since the Great Depression. And when I was in Pittsburg last
week, I saw firsthand how the closure of our manufacturing plants has hurt everyday
citizens. That’s why I am introducing the Worker First Bill in congress next week and I
want you to call your congressman or woman and tell them to vote for it.
The example above establishes logos by using broad facts (if they are indeed true; do not take
them for granted) and rational logic to convince the audience they need to call their
congressmen. The speaker uses the examples of income disparity, minimum wage stagnation,
and even an example (though broad) from Pittsburg to convince the audience.
Created by Cameron Maynard
www.richlandcollege.edu/englishcorner