![]() That is, if you demonstrated logos, you should not need either ethos or pathos. As a philosopher and a master of logical reasoning, he believed that logos should be the only required persuasive appeal. True? You decide.Īristotle believed that logos should be the most important of the three persuasive appeals. In You’ve Got to Be Believed to Be Heard, Bert Decker says that people buy on emotion (pathos) and justify with fact (logos). Some suggest that pathos is the most critical of the three. Which speech is more persuasive? Is the CEO’s speech more persuasive, simply because she has much more credibility (ethos)? The second speaker - a Fortune 500 CEO - gives a boring speech pitching strategy B.The first speaker - a grade nine student - gives a flawless speech pitching strategy A which is both logically sound and stirs emotions.Suppose two speakers give speeches about a new corporate restructuring strategy. Which is most important? Ethos? Pathos? or Logos? We will see why logos is critical to your success, and examine ways to construct a logical, reasoned argument. Will your call-to-action lead to the desired outcome that you promise?.Is your message based on facts, statistics, and evidence?.Logos is synonymous with a logical argument. We will study pathos in greater detail, and look at how to build pathos by tapping into different audience emotions. The goal of a story, anecdote, analogy, simile, and metaphor is often to link an aspect of our primary message with a triggered emotional response from the audience. Does your characterization of the competition evoke feelings of hate? contempt?Įmotional connection can be created in many ways by a speaker, perhaps most notably by stories.Do your visuals evoke feelings of compassion? … envy?.Do your words evoke feelings of … love? … sympathy? … fear?.Pathos is the quality of a persuasive presentation which appeals to the emotions of the audience. We will define ethos in greater detail, and we will study examples of how to establish and build ethos. Ethos is your level of credibility as perceived by your audience. (This isn’t about your confidence, experience, or expertise.) Your audience must know this. Keep in mind that it isn’t enough for you to know that you are a credible source. Does the audience believe you are an authority on this speech topic?.Does the audience believe you are generally trustworthy?.Does the audience believe you are of good character?.There are many aspects to building your credibility: (At the time of this writing, it is available from for $24.56, 18% off the list price.) Ethosīefore you can convince an audience to accept anything you say, they have to accept you as credible. Kennedy’s translation is the source that I use. ![]() In The Classic Review, Sally van Noorden points to George Kennedy’s modern translation as the standard reference text for studying On Rhetoric. ![]() Indeed, the editors of The Rhetoric of Western Thought: From the Mediterranean World to the Global Setting call it “the most important single work on persuasion ever written.” It is hard to argue this claim most advice from modern books can be traced back to Aristotle’s foundations. Many teachers of communication, speech, and rhetoric consider Aristotle’s On Rhetoric to be a seminal work in the field. ![]() Written in the 4th century B.C.E., the Greek philosopher Aristotle compiled his thoughts on the art of rhetoric into On Rhetoric, including his theory on the three persuasive appeals. ![]()
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