persuasive speech topics ethos pathos logos

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Examples of Ethos, Pathos, and Logos in Persuasive Speeches

Ever fumbled for words while convincing someone to sign up for your club or buy something you're promoting on stage?

It happens. For this reason, Aristotle came up with three essential tools you can use in your everyday speech to persuade people for almost anything: ethos, pathos, and logos.

Here are some vivid examples of ethos, pathos, and logos to help you understand what they are and how to use them in your arguments.

The Three Tools That Guide Your Speech

Ethos, pathos, and logos are Greek words that make up the rhetorical triangle. Aristotle was the first to come up with them and wrote these concepts in his book, Rhetoric .

You can use them in any argument if you want to drive your point across or sell something: an idea, a product, or a brand.

Whether it is a sales pitch, a compelling argument, or a speech, these three modes of persuasion can sway your audience's perspective. Their presence since ancient times depicts their strength and significance.

Ethos is Greek for “character,” "credibility," or "authority." It refers to a person's character when they are presenting an argument.

The stronger the character or, the more influential the speaker is, the more they can change someone’s point of view regarding a particular subject.

You wouldn’t be enraptured, hanging on to her every word when J.K Rowling was giving a TED talk if she wasn’t a famous author, right?

Therefore, many brands and companies try to get celebrities to advertise for them. When people become fans, they religiously love what the celebrity loves and hates what the celebrity doesn't like.

This is the power of ethos. Here is how to establish ethos in a speech .

There are tons of examples of ethos in advertisements, movies, speeches, and daily life. Highlighted below are some of them.

Albus Dumbledor used ethos in the movie The Goblet of Fire when he went against the Ministry of Magic to tell his students how Cedric Diggory died. He knew they would believe him because he was Headmaster. He said:

"I think, therefore, you have the right to know exactly how he died. You see, Cedric Diggory was murdered by Lord Voldemort. The Ministry of Magic does not wish me to tell you this. But I think to do so would be an insult to his memory."

In a commercial, you’d see 4 out of 5 dentists recommending a particular toothpaste. That's how brands convince viewers to buy their products by backing them up with credible people.

As a physics student, you tune in to a TED talk by Brian Greene and believe everything he says because he’s a theoretical physicist and a string theorist.

Pathos is Greek for “emotion,” “suffering,” or “experience.” This rhetorical strategy appeals to people's feelings when used in an argument.

It invokes people’s senses, nostalgia, memory, and experiences. It is used in ads and videos to persuade people to follow a call to action.

When pathos is embedded in a message, it moves people, driving them to take action. Pathos can trigger any intended emotion in people, such as sympathy, pity, and empathy.

Why do you think romance sells so much, be it novels, movies, or stories? It pulls at the reader’s heartstrings, connects them to the characters, and makes them want something similar.

Below are some examples of pathos in everyday life, movies, and ads.

An excellent way to convince people to donate to a puppy shelter is to show them how brutally they'll die if they don't donate.

The Evian commercial in which adults look like toddlers when they look at their reflections depicts the "bandwagon effect." Light-heartedly, it uses feel-good emotion to convince people to buy their water.

In their ad, IKEA convinces people to opt for home delivery for £3.95 by showing a person stuck in traffic after buying from the brand. This appeals to people because we like comfort, right?

Unlike ethos and pathos, logos rely on logic. It is a Greek word that means “logic” or “reason.” It uses logical reasons to convince people about something.

When you use logos in your everyday speech or arguments, you try to mention facts or data to support your idea.

While ethos uses the speaker's credibility to persuade people about something, pathos uses emotion to trigger people. Logos simply relies on logic and cuts to the chase.

You can easily persuade an audience using reason and logic in your argument; however, emotions do get the best of us as humans. For this reason, there are three modes of persuasion.

The following are a few examples of Logos.

Al Gore, a renowned environmentalist, used logos in his speech “The Climate Crisis Is the Battle of Our Time, and We Can Win,” in 2019. He tells people what exactly is happening that is causing climate change and cites scientific research and experts in his speech as well:

"I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane, and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face."

In the Versatile Stain Remover ad by OxiClean, you see Billy Mays use the stain remover to clean different products to showcase the product's ability as a stain remover.

An iPhone commercial shows the smartphone's different features that make it stand out from the rest.

Some More Examples of Ethos, Pathos, and Logos

Almost everyone uses these three modes of persuasion in one form or the other in their arguments. Let’s see how famous people have used them through time.

"During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife.

Pixar went on to create the world's first computer-animated feature film, Toy Story and is now the most successful animation studio in the world.

In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance."

—Steve Jobs, 2005

Steve Jobs, the co-founder of Apple, relies heavily on ethos here. He uses his authority as a founder of successful tech companies to show people why they should listen to him.

"I am not unmindful that some of you have come here out of great trials and tribulations.

Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality."

—Dr. Martin Luther King Jr., 1963

Martin Luther King Jr. was famous for fighting for civil rights. In the above excerpt from his speech “I Have a Dream,” he uses pathos to empathize with his audience.

He informs them that he understands they have suffered a lot and have come out of a painful time. This evokes emotion in the audience, and they can connect with King easily.

"Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be.

But in the case of an island, or of a country partly surrounded by barriers, into which new and better-adapted forms could not freely enter, we should then have places in the economy of nature that would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders.

In such a case, every slight modification, which in the course of ages chanced to arise, and which in any way favored the individuals of any of the species by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement."

—Charles Darwin, On the Origin of the Species, 1859

Charles Darwin appeals to logic or logos in his book Origin of the Species by talking about the rationale of natural selection.

He talks about how species have evolved with time to better adapt to their environment, a.k.a survival of the fittest. You can see how he uses a logical argument to talk about natural selection.

Conclusion: Ethos, Pathos, Logos

Ethos, pathos, and logos have survived the test of time and are used almost everywhere today. You can find them embedded in commercials, movies, speeches, TED talks, and day-to-day arguments.

These three tools of persuasion appeal to different aspects of humanity: authority, emotion, and logic. When used together, they form a solid argument that can convince anyone of its gist.

Ethos uses the speaker’s authority or credibility to persuade the audience. Pathos uses emotion to trigger people to take action. On the other hand, logos rely on facts and logic to drive a point across.

All three are very important to use in any argument.

237 Easy Persuasive Speech Topics and Guide

A persuasive speech is a speech written and delivered to convince people of the speaker’s viewpoint. It uses words to make the audience ‘see’ the speaker’s point of view and to ‘sway’ them into agreeing with it.

It is not a simple matter of presenting gathered facts and evidence. More than just seeing why the speaker thinks that way, a persuasive speech tries to persuade the audience in accepting that line of thought and make it the way they, too, think.

To jump to the persuasive speech topic section, click here .

This is where it differs from an argument. The difference between an argumentative and persuasive speech is that one tries to prove a point while the other tries to affect the listener’s perspective.

• Informative Speech Topics and Ideas
• Toastmasters Project 9: Persuade With Power

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Some examples of a persuasive speech are sales pitch, the speech of politicians, the speech of environmentalists, the speech of feminists, the speech of animal activists, etc.

In the above examples, you must have noticed that all these kind of speech has a goal. A sales pitch is to get you to buy something, politicians give speeches to get you to vote for them, and environmentalists, feminists, and animal activists have a cause to advocate. They all want you to ‘do’ something.

Action is a persuasive speech’s end goal. Ultimately, the speaker wants to persuade you to do something. And why would you do that?

Say, an environmentalist wants people to re-cycle because they think or know that it is good for the environment. Now, it is the people who need to know and think recycling is good for the environment. Only then they would recycle.

Therefore, a more complete definition of a persuasive speech would be “Speech that convinces the audience of a certain idea to inspire them into the desired action.”

Art of Persuasion

Persuasive speech is an art form.

Take an example of a man who was begging in the street. He had a hat in front of him and a sign that said “I am blind, please help” He got a few coins. Then, a lady came along, turned the sign around, and wrote something. A lot more people started to give the man money. His hat was filled with coins. What did that lady write? What persuaded people to give?

“Today is a beautiful day and I cannot see it.”

The second line got him more money because it ‘affected’ people, it appealed to their emotions more than the straightforward “I am blind, please help.” This is called pathos.

According to Aristotle, there are three components of or modes to affect people. They are Ethos, Pathos, and Logos.

Ethos in layman’s terms is credibility or authority. The dictionary defines it as “the character or disposition of a community, group, person, etc.” So, you need to have that disposition that makes you a reliable or trustable person.

For example, a woman talking about women’s problems is more likely to have an effect on the audience than a male speaker. The principal comes into the class and tells you ‘Tomorrow is a holiday and no questions will be asked. But if your teacher says so, you will investigate first. You will be more eager to listen to a popular person in the field than to a newbie.

It is having an effect on people by your person so that they would be more receiving of you.

Pathos in Greek means ‘suffering’ or ‘experience’. It is generally defined as an appeal to people’s emotions. Like in the story of the blind boy above, Pathos is to tap into people’s experience of suffering in order to move them towards a certain action.

Of course, those people have not experienced blindness but they can imagine losing the privilege of sight that they now possess. In simple words, it is to evoke feelings of pity, fear, anger, and such.

Logos is the logical appeal. This is to persuade by the means of reasoning. If the speaker makes a claim such as ‘polythene bags should be banned, then he should give a reason as to ‘why’ like ‘polythene bags do not biodegrade and continue to pollute the environment or facts like ‘Thousands of bags are produced every week and are dumped somewhere after use’ or ‘every bag produced since 19_ still exists somewhere on earth today.’

Presentation- Monroe’s motivated sequence

Presentation is very important. It is the backbone. How you perform your speech, how you deliver the words have the maximum effect on people. Therefore, a speech needs to be organized.

Monroe’s motivated sequence is a technique for organizing persuasive speech. It consists of the following steps.

Grab their attention. Start with a startling statement, an intriguing story, a dramatic action, anything that will make the audience take notice of you. This is also the introduction part. Hook them. Build their interest.

Now, convince the people that there is a problem. More than that, convince them that action needs to be taken against the problem, that it will not go away by itself. Tap into their imagination to show how this problem affects them. Use reasons and facts to support your claims and to impress upon them the need for change.

The audience should be looking forward to the ‘solution’ to the problem. They should want to know what they can do. In this step, introduce your solution. Demonstrate or give examples to make the audience understand how it works and how it solves the problem. Use testimonials or statistics to prove the effectiveness of that solution.

Paint a world where nothing was done and how it affected them. Also, paint a world where they did as you suggested and how it changed the situation for the better. Use vivid imagery to make them ‘feel’ the troubles and relief of not doing and doing as you said. Create a viable scenario. It should be relatable and believable.

Call to action. Strike when the iron is hot. It should be something that they can readily do and immediately. More the time passes less they are likely to follow with it as other things in life take precedence and the feeling of urgency is lost. Make it easy too. Do most of the handiwork so they have to put the least effort.

This is a classic technique developed by Alan Monroe in the mid-1930s. It is still the most effective basis for many persuasive speeches.

Some people are born with the skill of persuasion while others can build on it by applying such techniques and practicing. Here are some Persuasive Speech Topics that you can practice with.

Take a look at the video below. It explains how to write an introduction for a persuasive speech.

Below are 6 sample videos of persuasive speeches.

• Why homeschooling is good and should be promoted. (School)

Some students do better in a group with a healthy competition to keep them motivated. Some children are better off studying on their own, continuing at their own fast or slow pace which is hindered when moving along with other children.

• Students should get minimum of 45 minutes tiffin break. (School)

All work and no play make Jack a dull boy. Keeping children cooped up in a room for a long is not good. They need regular refreshing breaks to revitalize, to talk with their friends…

• Is it racism to ban Marijuana when smoking tobacco is legal? (Funny)

Everybody knows cigarettes are harmful and addictive. Yet, there are big industries manufacturing these drugs on a large scale. Then there is Marijuana that is less harmful, less addictive, and has dozens of use; is it not racism to ban it?

• Some juveniles needs to be prosecuted as adults. (School?)

More and more teenagers are committing heinous crimes. They know they will get off easy, that they will not face serious consequences. According to the level of savagery committed, juveniles should at times be prosecuted as adults.

• Are pretty or handsome students really dumber? (School)

This is just a stereotype, just like saying women are less logical and others. Or. That appears to hold true in most cases. As time is limited, people who spend more time on appearance spend less time learning and those who spend time learning fails to look after their appearance.

• Proficiency in academics is not the only measure of intelligence. (School)

Are grades everything? Different people possess different types of intelligence but grades measure only a few kinds. Is it not like judging a fish on its ability to climb a tree?

• What is the right age to start owing a mobile phone? (Parenting)

Most parents believe that the right age to own mobile is when children can pay for it so that they can be aware of their expenditure. Else, they might engage in long, unnecessary conversation and…

• Should children be bought a mobile phone for emergencies? (Parenting)

Mobiles or cell phones are the fastest means of communication. Should children, therefore, be allowed to owe mobiles so that they can contact their guardians in case of emergency?

• Homework should be banned. (School)

Children spend most of their waking hours in school. They have only a few hours at the home to do things other than academics. But homework is the tag along with that…

• Should men pay child support even if pregnancy was a one sided decision? (Feminism)

If a woman decides to bear a child despite her partner’s protest, is he still obligated to provide monetary support upon divorce for the same reason?

• Laws should not be based on religion.

There are many religions. Their ideas vary. But the law should be uniform. Basing laws on certain religions is like forcing the ideas of that religion on every citizen.

• Birth controls should be free and easily available. (Feminism?)

If teen pregnancy is to be avoided, birth controls should be free and easily available with no parental permission required. Imagine asking your parents if you can have sex or parents permitting it. It is the same as unavailability of the contraceptives which takes us back to square one.

• Honking unnecessarily should be punishable.

Honking during a traffic jam is not going to clear it up. It only disturbs and aggravates everyone else. Honking at girls is offensive. Honking to bully is wrong. Honking unnecessarily like this should be considered criminal and punished.

• Divorced and happy parents is better for the children than living in a conflicted home.

Some parents stay together for the sake of their children but fail to get along. This creates a very tense environment and that is not how a home should be.

• Hiding your HIV status in a relationship should be punishable by law.

HIV is a serious disease with no cure available. If a person is aware of his/her HIV positivity, withholding the information and therefore transmitting it to the unsuspecting partner in the process is criminal.

• Legalization of prostitution has more positive effects than negative.

Stopping prostitution is impossible. They will continue to operate underground where they face many problems. Girls get trafficked, tricked, or forced into it. Making it legal will at least ensure safety and justice to the sex workers and will also help control forced labor.

• Schools should take bullying more seriously. / Why bullying is a serious offense. (School)

Bullying is very damaging to the victim and can take a very dangerous turn. But it is dismissed as children’s play in most cases. We don’t realize its seriousness until it is too late…

• Partial Birth Abortion is a sin.

In this method of abortion, a living baby is pulled out from the womb feet first. The base of the skull is punctured and the brain is removed with a powerful suction machine. This is no different from murder. It is usually allowed by law only in order to save the mother’s life but many healthy mothers’ babies are aborted this way every year…

• All institutions like schools, colleges and offices should start only after 10.

When such institutions start early, people need to wake up earlier for preparation. Waking up feeling unrested can make a person inactive, irritable, and unproductive. Scientists say that a person’s mind is not fully awake until 10 in the morning…

• Sexual relationship before marriage is not a crime.

Sex is a biological need and a healthy sex life has a lot of mental and physical benefits. If the partners involved are adults and there is mutual consent…

• School and teachers should stay away from student’s personal life. (School?)

Every institution has some rule. This rule should govern the members within the institution. But some schools like to take this beyond the school grounds and have control over what students do and do not in their personal time.

• Energy drinks should be considered borderline medicines. (Health)

Energy drinks provide added energy. So, it should only be consumed when your body lacks energy, in a weakened state, like medicine. Plus, it contains a lot of caffeine that does more harm than good…

• Parents should properly answer their children’s curiosities. (Parenting)

‘How does a baby come?’ children ask and parents tell them about gods and storks. This raises more questions and does nothing but confuse the child. Try to give an anatomically correct answer without being graphic. Never try to dismiss any of their questions or scold them…

• Euthanasia, is it ethical?

A person should get to choose whether they want to live or die in dire conditions. Or. Euthanasia is no different from suicide. Supporting euthanasia is like supporting suicide.

• Prospective parent(s) should get a psychiatric approval before adoption. (Parenting)

We want to find a home for every orphaned child but we want a happy home. There are many sick people out there who want to adopt a child only to abuse them or for some other kind of personal gain…

• Cigarettes should be illegal.

Cigarettes are like drugs and they should be illegal just like drugs are. It has adverse health effects on the smoker as well as people around him…

• Smoking in public places should be fined.

Cigarettes are very harmful and their harmful smoke does not affect the smoker alone. It affects the surrounding people as well. Not all people are suicidal that way. Why should they suffer? When one’s action harms the other, it is an offense.

• Are uniforms necessary?

Uniform brings uniformity. It eliminates frivolous fashion competition which is not what school is for… Or. Clothes are a form of expression. Students spend most of their time in school. They should be comfortable with what they wear…

• Number of children one can have should be limited and children with previous partner(s) counts.

Four from two, eight from four; population multiplies that way. Already, the earth has become so crowded. If this is to continue, we will rid this world of ourselves.

• Would it be ethical to genetically design babies? (Technology?)

Yes. Why not use science to cure diseases and eradicate the possibility of a child’s suffering? Or. This method can be misused to alter more than just a threat of diseases and that will disturb the diversity in the gene pool…

• ‘Living together’ relationships, good or bad?

Marriage cannot keep together those who want to go their separate ways and those who want to together do not need such a constitution.

• ‘Early to sleep, early to rise’ benefits.

They say ‘Early to sleep and early to rise makes a man healthy and wise.’ This was not said without a reason. Going to bed early and waking up early the next day have many benefits, for both our mind and body.

• Every property should compulsorily have trees. (Environment)

Trees produce oxygen and filters air. We need more trees. But the population is increasing. We are cutting down trees to erect concrete buildings instead…

• Fast foods are overpriced.

Fast foods like French fries, burgers, pizza, etc. cost way more than they actually should. The restaurants are ripping us off. Take fries for example…

• Using animals as test subjects is cruel and unfair. (Animal rights)

For you, it is one animal among many. But for that particular animal, one life is all it has and you have no right to play with it.

• Why Gay Marriage should be legalized. (Gay rights)

Homosexuality is not a disease. It is how people are. They want to marry their partner for the same reasons heterosexual couples do. Not legalizing gay marriage is discrimination…

• Marriage is not about procreation. (Gay rights)

One, almost logical, reason people give against gay marriage is that they cannot bear kids because of which it is definitely not natural/ biological or ‘how god intended’. But marriage is not about procreation. It is about you and your comfort or happiness, about who you want to spend the rest of your life with.

• Electronics are stealing childhood.

These days, children spend a lot of time on mobile phones, computers, or other electronic devices instead of running around, going out, and playing as a child should.

• Teens cannot be good parents. (School/ Parenting)

Some teens decide to start a family when the female partner gets pregnant. While this is seen as an admirable option against abortion, are teen parents really good for the kid?

• Ads should be tested for sexist messages before being aired. (Feminism)

Not only children but everyone learns from what they see and hear. The subliminal sexist messages in ads impart gender roles on their minds, undoing a lot of feminists’ efforts. But mostly, it brainwashes the coming generation and we should not allow that.

• Protection and breeding of white tigers is illogical; why hinder natural selection? (Environment/ Animal rights)

White tigers do not fare well in the wild due to their color. It was a case of mutation that would have naturally been eliminated if humans had not interfered. I am not saying all living white tigers must be killed but why are people breeding it in captivity instead of letting it die out? Just because they’re pretty and we like pretty?

• Exotic pets are not pets. (Animal rights)

Exotic animals belong in the wild. They need to be with their own kind, living in their natural habitat. They should not be isolated in people’s homes where their mobility is limited.

• Feminism should be made a compulsory subject in high school and college. (Feminism)

Feminism is an eye-opener. It is something every man and woman should know of. Thus, it should be a compulsory and common subject instead of being exclusive to Arts or few other faculty.

• Age 16 is not juvenile. (School?)

Are 16-year-olds really kids? Can they not be expected to know the difference between right and wrong? Maybe they do not know it is a crime to download songs and movies but what about rape and murder? If 16 is old enough to drive in most countries, it is old enough to be tried as an adult.

• Playing Video games for few hours does good. (School/ parenting?)

It has been found out that playing a few hours of video game help improve people’s hand-eye coordination and enhances cognitive power. Also, games based on real history or science can impart knowledge…

• Read before agreeing to sites and applications.

We download apps and software and signup on different sites. Each of these requires us to click ‘I agree’. We click this ‘I agree’ without actually reading the agreement. This can later cause problems…

• Is death penalty ethical?

It is not ethical to eliminate people like we try to eliminate diseases. What about human rights? Or. What kind of rights for the person who does not respect others’ rights and freedom? It is a befitting punishment.

• Send drug dealers to prison but addicts for rehabilitation.

Drug Addicts are victims too. They need rehabilitation, not prison. Dealers are the real criminals.

• Parents should cook tastier option instead of making children eat the healthy foods they don’t want.

If not meat then milk and pulses. There is a range of choices for the required nutrition. So why should children have to eat something they don’t like? Just give them a tastier option.

• If girls can wear pants, boys can wear skirts. (Funny?)

Is all equality fighting for girls only? What about boys’ rights? When girls can wear boys’ clothes why can boys not wear that of girls?

• Being slim is not just about looks but health too. (Health?)

Beauties were those who were plum. Now, skinny is the fashion. But to those who want to be ‘comfortable’ in their size, know that a slim body is more than just looks.

• There should be one holiday in the middle of workdays.

Saturday and Sunday’s rest do not keep us charged up to Friday. This makes people less productive by Thursday and Friday. A break in the middle would be wonderfully refreshing…

• Considering the real meaning behind Nursery Rhymes, should they be taught to children? (School)

The fun nursery rhyme “Ring around the Rosie” is actually about the bubonic plague that killed nearly 15% of the country. This is only an example among many. Consider the lyrics of “Three blind mice” that goes “… Who cut off their tails, With a carving knife.” Is it okay to teach these to the children?

• Countries should provide free Wi-Fi in tourist destinations.

Doing this will help tourists as they will be able to contact their people without wandering around confused in a foreign land. This will definitely increase the flow of both national and international tourists. It will be most helpful to students from abroad.

• Know the woes of genetically modified Chickens.

To meet the demand of the growing population, chickens are fed hormones and other drugs to make them grow faster and fat, especially the meat in the breast area. Because of this, the chickens cripple under their own weight. They suffer terribly…

• Children should be allowed to use electronics like mobile, notebooks etc. during breaks. (Students)

Using electronics during class is certainly bad and for a number of reasons. But break times belong to the students. Breaks are for recreation. If students choose to enjoy electronics, what is wrong with that?

• Teachers, too, should keep their mobiles in silent during class.

Class time is for teaching and learning. Students should keep their mobile in silence so as to not disturb the class. But, so should the teacher. They shouldn’t pick up their call during class.

• Humans are consuming way more salt than necessary. (Health)

Sodium is important. But the larger amount of sodium intake has often been associated with an increase in blood pressure that leads to strokes. 1500 to 2300mg is the maximum amount per day.

• Benefits of donating blood.

Donating blood is the right thing to do. It saves lives. There are a few moral reasons as such to donate blood but do you know that you are not losing anything either? Donating blood is good for your own health too…

• Why become an organ donor?

Perfectly healthy people die when trying to donate their organs to their loved ones. Even if they survive, they may have to face complications and they are now, somehow, deficient. If an organ could be got…

• Original organic fruits taste better than the hybrids.

Hybrid fruits are larger and juicer but it lacks in terms of taste. The taste tastes diluted…

• Why people who have should give.

Many people suffer from poverty. They have a hard time meeting basic needs like food, shelter, and clothes.

• Why suicide over ‘love troubles’ is stupid. (Students)

Life moves on. Time heals. Things will happen if you continue to live. But the exaggerated fictional idea of love that the movies market has…

• Why women should earn irrespective of their husband’s economic status. (Feminism)

Be independent. Money is power. Do not let anyone have an upper hand and be vulnerable to possible abuse…

• Recycle e-waste. (Environment)

E-waste contains many recoverable materials such as aluminum, copper, gold, silver etc. Reusing this will take a load off of natural resources. E-waste also contains toxins like mercury, lead, beryllium, and others that will inevitably infuse into soil and water.

• Do not tolerate abuse, speak out. (Feminism)

Certainly, nobody enjoys abuse? Then why do women continue to stay in abusive relationship despite being educated and holding a good job? Why do they tolerate other kinds of abuse as well? There are many reasons for this…

• Every citizen should be required to, at least, pass high school. (School)

Up to high school, the education is basic. Imagine needing to stop ocean pollution. An educated person would be more easily persuaded or would know why ocean pollution is bad. Or. There are good and bad people. Education will teach the good how to be good and may persuade the bad…

• Hostels, is it good or bad for children? (Parenting)

Hostels teach children independence. They learn to do a lot in their own. Or. No one can take better care of children than their parents. Children need parents’ love and support. Away in the hostel, surrounded by children no wiser than themselves…

• Teachers should discuss among themselves to avoid giving too much homework. (School)

After studying for hours in school, spending all the hours in-home doing homework will mentally tire the student. Homework should be very light. But light homework of all the teachers added will take up all of the students’ time. So…

• Importance of clubs in school or colleges. (School)

School and college clubs are the best way to learn different valuable skills in. In school and college-level clubs, the eligibility for membership is less strict and one gets to learn from the more skilled seniors.

• Should plastic surgery be so commercial?

Everyone wants to look good. When accidents or attacks disfigure us, we can turn to plastic surgery to try and gain back our lost selves. But intentionally altering ourselves to…

• Online piracy should be monitored more strictly.

People have a right to their intellectual property. It is so easy to find and download pirated materials that it seems non-criminal…

• Are single-sex schools better than coed? (School)

According to research done in Korea, students from single-sex schools scored better than those from coed and had more chances of pursuing college-level education. However, this is from a general viewpoint. When considering students at an individual level, it really depends on what kind of environment that particular student does better in.

• Spaying or neutering pets is good or bad? (Animal right)

Some say that neutering or spaying pets have a lot of benefits, both for the animal and the owner. Others say that neutering or spaying does not change much but only invites diseases upon the poor animal.

• Are master’s degree or doctorate really necessary? (Students)

High School teaches us the basics and a bachelor is more career-oriented. We can get a good job after bachelor and hone our skills for a better position. Is a master’s and higher degree really important when we can learn more in the field?

• Who is more responsible for poaching? Poachers or buyers? (Animal right)

This may be an ‘egg first or chicken question. Scientists have now found out that chickens come first but the question ‘Poacher or buyers’ remains.

• What kind of food should school or college canteen offer? (Student)

From unhealthy commercial food items to unappetizing bland gibberish; can school or college canteens not offer an in-between option? What would be best for the students?

• What age is proper to talk about the birds and the bees? (Parenting)

From the time a child starts asking about sex is the time from when to start talking about the birds and the bees. Children as young as 4-5 years old are curious about where a baby comes from. Answer them truthfully but avoid being graphic. Also, answer only what they ask.

• Fee for facilities aside, the tuition fee should be fixed by the government. (Student)

Schools and colleges take a ridiculous amount of tuition fees. It is understandable that according to the facilities provided, the fee may be less or more but the tuition fee, at least, should be a fixed amount that greedy schools cannot increase as they wish.

• How long should a drunk driver lose his license for?

Drinking and driving can be fatal to both the driver and an innocent passerby. But people do not take it seriously. They think they can handle their liquor and end up causing accidents. This is absolute carelessness.

• The amount of water one should drink per day. (Health)

About 60% of the human body is water. We continually lose this water through skin and urine. This causes dehydration…

• Aliens exist. (Paranormal)

There have been many UFO sightings and stories of alien abduction. Even in the old age paintings, cave paintings, Sanskrit scrolls, the extraterrestrial life form is evident. Scientists have found other habitable planets. An intelligent life form somewhere other than Earth is no longer an idea of a fantasist…

• White meat over red meat or the other way around? (Health)

White meat is less fatty but red meat contains more vitamins like zinc, iron, and B vitamins…

• Why religion and science should go hand in hand. / Why religion should evolve with scientific discoveries. (Philosophy)

Science explores the universe for answers while religion makes claims about it. Science is open to change, it acknowledges that it can err and backs its claims with evidence. Religion on the other hand is a ‘belief’ system

• Should astrologers, mediums and the likes be arrested for fraud? (Paranormal)

Do heavenly bodies really affect our personality or future? Do dead ones really become spirits and can be contacted through mediums? Or are these all just a big hoax?

• Cats or dogs?

Are you a cat person or a dog person? Say why a dog is better than a cat as a pet or that cat makes a better pet.

• Benefits of eating fruit over drinking its juice. (Health)

There is a whole fruit and we throw away more than half of the substance when choosing to drink its juice even though eating the fruit itself is healthier because of the fiber it contains.

• Women shouldn’t have to change their last name after marriage. (Feminism)

Having to change our last name after marriage is sexist. It confirms the power males hold over the women in our patriarchal society.

• Internet promotes communication, not kill it.

Social networks like Facebook, Twitter, messenger, and others keep us in contact with many friends that we would otherwise have forgotten. It is an easy means of communication…

• Does pressure build or break a person?

Pressure is healthy. It drives us. Or. Yes. Pressure drives us. It drives us nuts.

• Hiring volunteers on zero pay is cruel.

Volunteers are those who want to donate labor. They need not be paid for their work but what about their expenses like transportation and others? These kinds of expenses, at least, should be covered.

• Learning multiple language widens our perception of the world.

There are always those words that cannot be exactly translated to another language. This is because that way of thinking does not exist in that other language. It is like the egg of Cristopher. We discover a new way of expressing ourselves, one we couldn’t think of in the limitation of our own language.

• Oceans are not trash bins. (Environment)

Tons of human waste are thrown into the ocean. This is creating a big problem in the ocean ecosystem…

• Killing for fun is inhuman, hunting is inhuman. (Animal rights)

How to have fun with animals? By playing with them, baby talking to them, watching them in their weird but fun action. Not by chasing them down and killing them.

• Cigarette, alcohol or drugs are not the answer for stress or other problems in life.

People tend to depend on harmful substances like cigarettes, alcohol, or drugs when faced with a problem or when under stress. These substances do not cure stress but could be a self-harming method of coping with problems. People under stress tend to show more unhealthy behaviors such as these…

• Music heals.

On hearing good music, the brain releases dopamine. Dopamine is an essential chemical that plays a number of important roles in the brain and body. Music has also proven effective against stress…

• Why breakfast is the important meal of the day. (Health)

Breakfast is the first meal after a long gap during the night. It provides us with vital nutrients like calcium, vitamins, minerals, and energy…

• Fairytales should be re-written for the next generation children.

Fairytales often star a damsel in distress who not only ‘waits’ for a handsome rescuer but also possesses subjugating qualities like obedience, daintiness, etc. It imparts sexist values in young minds…

• How a time table can help manage our daily lives.

People do not realize how time table can make our day-to-day lives much more manageable and therefore fruitful or efficient. Some find it tedious and some pretentious…

• Everyone should learn swimming.

Swimming is not just for fun like cycling. It could save someone’s life. It is an important survival skill that everyone should know of.

• Good thoughts lead to good actions.

Our actions result from our thoughts. Action is a mind’s reflection…

• Benefits of meditation. (Health)

Meditation has a lot of benefits, both on body and mind. It reduces stress, improves concentration, reduces irritability, increases perseverance, etc…

• Zoos are not big enough for wild animals. (Animal rights)

How large can you make a zoo? And how can it mimic nature when different animals are confined separately. Wild animals belong in the wild.

Some more Persuasive Speech Topics:

• Why is adopting a pet better than buying one?
• How does having a pet better your everyday life?
• Having a snake as a pet is as cool as it sounds
• Should you get rid of a pet that harms another person?
• Is breeding pets for sale unethical?
• Selfies with animals in tourist locations should be made equal
• A dog is the perfect pet
• Why a pet is essential for a growing child
• Owning a pet makes you healthier
• Slaughterhouses are unethical
• Animals are facing extinction, we should do something about it
• Why wild animals should be left in the wild
• Petting exotic animals should be made illegal
• Why dolphin farming is horrific
• The Yulin Dog festival displays one of the worst sides of humans
• Why neutering your pets is wrong
• Advantages of owning a horse(besides looking fantastic)
• People need to stop fueling pug markets.
• Is animal slaughter for religious purposes ethical?
• Manual drivers are unnecessarily aggressive about their cars
• Why you should not drive without a kid seat
• Why sports cars are not worth it
• If you can’t call while driving, then why is there a hands-free mode?
• New ideas for lessons drivers have to take before getting a license
• Should you charge people for driving tests?
• Why cycling is cooler than driving
• Why traffic rules are designed against bike rides
• Driving licenses should need a renewal every 5 years
• Why co-ed education is the best way to teach
• GPA isn’t everything
• 9.30 is too early
• Why teachers need to be recertified
• Listening to music during exams should be allowed
• Should sports and arts be mandatory?
• Does our school curriculum need obligatory life skill classes?
• Phones in classes are beneficial and convenient
• Every student should be encouraged to take a gap year
• Cyber-bullying should be punished the same as bullying
• Why art classes are just as important as science
• School canteens need to serve healthier alternatives
• More institutes should promote nternational exchange programs
• Curriculums should be designed with the job market in mind
• Textbooks are overpriced and should be replaced with digital alternatives
• Should religion be taught in schools?
• Is repeating classes beneficial for underperforming students?
• Students should not have to ask to use the restroom
• Is having a handwriting class beneficial?
• Is there a point to giving homework?
• Education needs to be available in prisons
• We are being overcharged for education
• Online learning should be held to equal importance as schools
• Are teachers paid enough?
• Is there room for commercial advertisement in schools?
• Are study halls still relevant?
• Are our children safe at school?
• School trips are a waste of money
• Educational institutes should be more welcoming to technological changes
• Schools should teach multiple languages
• Public schools are better than private schools
• Why meditation should be included in the daily curriculum
• Are scholarships reaching the right people?
• Current environmental laws are insufficient
• Green energy is the future
• The environmental impact of palm oil
• The environmental impact of single-use bags
• Fishing restrictions need to be stricter
• Oil spills are deadly to marine life
• Leaving fossil fuels behind
• Pollution has reached alarming levels
• Garden owners should be allowed to grow exotic plants
• Switch to hybrid cars to help the environment
• Rainforests are going extinct at an alarming rate
• Why natural resources are quickly going extinct
• Alternative energy sources should be pushed by governments
• Euthanasia should be legalized
• Why eating meat does not make me a bad person
• Can true equality ever really be achieved?
• Is messing with unborn children’s genetics ethical?
• Stereotypes are stereotypes for a reason
• Animal testing is a necessary part of production
• Why we need to stop producing and buying fur
• Prostitution should be legalized
• Doping and it’s place in sports 
• Why workplace relationships should be avoided
• Is religion a cult?
• Should prayers be included in schools?
• Parents should not be able to choose the sex of their unborn child
• Donating to charities is a scam
• Aborting fetuses with birth defects is not immoral
• Wars have positive consequences as well
• Why genital mutilation in infants needs to be stopped
• Conventional beauty standards are misleading
• China’s One-child policy was a good idea for population control
• Animal testing and why it is immoral
• Why banning cigarettes and alcohol from advertisements is not effective
• Sugar is added to everything we eat
• Children should be taught to cook
• Why growing your own food will help both you and the environment
• Peanuts: The secret superfood
• We should be more open to genetically engineered food products
• The proper way to dispose your food waste
• The loopholes in labelling laws
• Keto goes against the natural human evolution
• Artificial chemicals in our food products is harming us
• The legal age for contraceptive treatment should be lowered
• Fast food is slowly killing you
• How positive thinking can change your life
• Breakfast isn’t the most important meal of the day
• Stomach stapling should not be normalized
• If you don’t wear a seat belt, you are putting yourself at great risk
• How diabetes can affect your work
• How daily exercise can change your life
• Stress as the leading cause of teen suicide
• Diet pills are a scam
• Body shaming is putting lives at risk
• Contraceptive education is an effective solution for teen pregnancy
• There is such a thing as too much soda
• Free condom distribution at schools is better than teaching about abstinence
• The toothpick you pick matters
• Surrogacy should be more widely accepted
• Why insomnia should be taken as a more serious health concern
• Helmets and seatbeat save lives
• Restaurants need to be more vigilant about handling allergies
• How Big Pharma is controlling your life
• The medical field is criminally underfunded
• We are eating too much salt
• Organ donation should be an opt-out system
• The dangers of an anti-vaxxers movement
• Why fire drills are ineffective
• Why you need to take that vacation
• Good sleep is underrated
• Why vaping is not a better alternative
• Your stress is killing you
• It is not healthy for children to be vegetarians
• Parents don’t need to be informed about underage abortions
• Donating blood should be encouraged early
• How much do you know about what’s in your food

I hope you find the tips for persuasive speech and persuasive speech topics useful. Let me what you think of them by commenting below.

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 Ethos, Logos, and Pathos – A Simple Guide

4-minute read

• 12th April 2023

Ethos, logos, and pathos are three essential components of persuasive communication . They’ve been used for centuries by great communicators to influence the beliefs, attitudes, and behaviors of their audiences. In this simple guide, we’ll take a closer look at these three components using examples from famous writing and speeches.

What Is Ethos?

Ethos is a persuasive appeal based on the credibility or character of the speaker or writer. It refers to the trustworthiness, expertise, or authority that they bring to the argument. It’s crucial in establishing the credibility of the speaker or writer and can be built in through a variety of means, such as reputation and sources, or language and tone.

How To Use Ethos

Ethos can be established through the speaker or writer’s reputation: if they are known for being knowledgeable, honest, and trustworthy, this can lend credibility to their argument. For example, in his famous “I Have a Dream” speech, Martin Luther King Jr. established his ethos by highlighting his role as a civil rights leader and his personal experience with racial injustice.

Another way you can achieve ethos in speech or writing is through the use of credible sources. For example, Rachel Carson established ethos in her book Silent Spring by providing extensive scientific evidence to support her argument that pesticides were harming the environment.

Finally, ethos can be accomplished through the use of language and tone . Using a professional and respectful tone can create the impression of credibility and authority. For instance, in his second inaugural address, President Abraham Lincoln employed ethos by using a solemn, reflective tone to convey the gravity of the situation.

What Is Logos?

Logos is a persuasive appeal based on logic and reasoning. It refers to the use of evidence and logical arguments to support the speaker or writer’s position.

How To Use Logos

One way you can implement logos in your speech or writing is through the use of statistics and data. When writing, or constructing a speech, try to incorporate reliable and credible stats or figures to strengthen your claims or argument and persuade your audience.

You can also employ examples and analogies to achieve logos. These can make your argument more accessible and understandable to a wider audience. For example, in his book The Tipping Point , Malcolm Gladwell uses the example of “the broken windows” theory to illustrate his argument that small changes can have a big impact on social behavior.

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Finally, logos can be established through the use of logical arguments . To ensure you have a logical argument, you should have a clear statement with definitions, examples, and evidence to support it. For instance, in his essay “Civil Disobedience,” Henry David Thoreau made a logical argument that individuals have a moral obligation to resist unjust laws.

What Is Pathos?

Pathos is a persuasive appeal based on emotion. It refers to the use of language and imagery that elicits an emotional response. Pathos can be used to create a sense of urgency, inspire empathy, or evoke a particular mood.

How To Use Pathos

Vivid imagery is a great way in which a writer or speaker can implement pathos. Using descriptive language to paint a picture in your audience’s mind is a powerful and persuasive skill. For example, in his poem “Dulce et Decorum Est,” Wilfred Owen used vivid imagery to describe the horrors of war and elicit an emotional response in his readers.

Pathos can also be accomplished by using personal anecdotes. The power of storytelling is an invaluable skill for any writer or speaker because it creates rapport and an emotional connection with your audience. For example, in her TED talk “The Power of Vulnerability,” Brene Brown shares personal stories about her struggles with shame and vulnerability to inspire empathy and connection with her audience.

Finally, pathos can be established through the use of rhetorical questions and appeals to shared values. A good example can be heard in Martin Luther King Jr.’s “I Have a Dream” speech. He poses his biggest question to his audience (and the world): “Now, what does all of this mean in this great period of history?” In response to this rhetorical question, he beautifully tries to persuade the audience to work together toward a common goal, stating, “It means that we’ve got to stay together. We’ve got to stay together and maintain unity.”

Ethos, logos, and pathos are powerful tools for persuasive speech and writing. By establishing credibility, using logical arguments, and appealing to emotion, speakers and writers can influence the beliefs, attitudes, and behaviors of their audiences. When used effectively, these elements can help to create meaningful and lasting change in the world.

Interested in learning how to elevate your writing with more literary devices? Check our other articles .

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Understanding Ethos, Pathos, and Logos: The Foundations of Persuasive Speaking

• Carolyn Manion Kinnie
• January 30, 2024

Table of Contents

Here at The Speaker Lab, we talk a lot about how to launch a speaking business. Usually, we focus on the “business” part. Fundamentals like establishing your pipeline and setting your speaker fee are key to really succeeding as a speaker. But mastering the business side will only take you so far if your talk isn’t persuasive! How do you make sure your message sticks with your audience? That’s what we’re diving into today. Learning how to speak persuasively will help you deliver a compelling talk that listeners remember. And what do we find at the heart of persuasive speaking? Three age old terms coined by an ancient Greek: ethos, pathos, and logos. 

Today we’re breaking down how ethos, pathos, and logos play a role in persuasive speaking in any field, on any topic. If you’re busy crafting your signature talk , it’s easy to get caught up in the weeds and forget to look at the big picture. That’s why we’re getting back to the basics–all the way back to the fourth century B.C.

Aristotle and Persuasive Rhetoric  

Aristotle’s Rhetoric is one of the foundational philosophical works at the basis of what we consider persuasive speaking. In the Rhetoric, he explains that ethos, pathos, and logos are three ways that any speech–no matter what kind of speech–can have a persuasive effect. So what exactly do these words mean? 

Ethos refers to the character of the speaker. Good, bad, old, young, famous, obscure…any attribute that belongs to the speaker as a person . Would you more willingly listen to someone whose character is honest and trustworthy or a well-known con man? The ancient Greeks felt the same way. Listeners are more likely to take advice from a speaker whose character they trust.

Keep in mind that character qualities in a speaker can be positive or negative depending on context. A speaker’s age on either end of the spectrum can give a negative impression of either inexperience or outdatedness. But youthfulness characterized by drive and ambition (or old age characterized by wisdom and self-reflection) comes across extremely favorably, especially to other young people! 

If ethos centers on the speaker, pathos centers on the audience. A speaker leveraging e thos appeals to their own character, one using pathos appeals to emotion. To master pathos, you must influence your audience’s emotional state throughout your talk in a way that contributes to your message. While your credibility goes a long way toward winning their trust, if you fail to evoke the right emotions you will quickly lose their interest. You can be the most rational, data-driven speaker and ruin the impact of your talk by “giving someone the ick,” as the kids say these days! By using vivid words and dynamic nonverbal cues, you can profoundly impact your audience’s feelings as they listen to your talk.

Logos is where the rubber meets the road. This is your argument–how you prove your point with evidence and logic. No good speech can go without logos, though it can play a greater or lesser role depending on the context. Logos is especially important when the desired impact of your talk requires big changes from your audience in thought or action. Industries and events that rely heavily on research and data will also have high expectations for the logos in your talk. 

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Applying ethos, pathos, and logos to your own talk.

Now, we’ll go through a few practical applications of ethos, pathos, and logos to your professional speaking business. As you book speaking gigs, keep in mind how your marketing, content, and delivery can reflect these principles. We don’t intend to burden you with extra steps on the route to your next speaking gig. You don’t have to be a Greek philosopher to figure this out! Often, it just requires a little extra introspection as you compose and rehearse your talk.

Applying Ethos

Your ethos  is the story your personal brand tells on and off the stage. Focus on establishing expertise, authority, and credibility before and during your talk.  Your audience will find you more persuasive if they already trust you. That’s why it’s important to write your speaker bio effectively with references to your experience in the field.

Relating to your audience in your talk will also establish a powerful ethos. If they know that you are someone like them, they are more likely to agree with your argument. Tell stories that connect your experiences to those of your audience.

Citing data and known authorities also contributes to a positive ethos. Without realizing it, your audience will associate the authorities to whom you appeal with you. Appeal to inspiring figures and well-reputed sources already trusted by your audience–they will trust you. Appealing to a screenshot of a random tweet you found on the internet or treating unverified theories as facts will simply discredit you.  

Offstage interactions play a huge role in  ethos  too. Try to take the time to chat with your audience after your talk, even if it’s just for a few minutes. Make friends with mission-driven speakers in your field who are easy to work with and genuinely care about their audience. Event planners and audience members alike will see you as someone accessible rather than aloof. As your reputation precedes you to each speaking engagement, back it up with the version of yourself who goes onstage.

Applying Pathos 

Swaying your audience’s emotions can rarely carry your entire argument. But it can be a huge help. Feeling a variety of emotions will keep your listeners from getting bored and put them in the right headspace to receive the information you want to communicate. 

Think of your talk as an emotional journey on which you embark with your audience. When you write your speech section by section, think about what you want the audience to be feeling at each point. Anticipation, as you introduce a meaningful story that leaves them breathless? Somber gravity, as you present facts and data about a troubling situation to which you present solutions? Enthusiasm, as you offer a transformative business solution that, while difficult, might get them out of a rut? Amusement, as you tell a funny joke to hook their attention? 

You are their guide on this journey, so it’s up to you to tell them (without literally telling them) how to feel. Delivery and nonverbal communication are key here. Voice intonations, hand gestures, pauses, and facial expressions can add emotional weight to even the driest of phrases. Often, the best way to elicit a new emotion is to tell a story ! Stories can support your message, offer humorous diversion, or transition to a new topic…all while guiding emotions along the way. 

Applying Logos 

Neither ethos nor pathos directly concern the content of your talk, but logos does. Logos is the logical argument you make. You can ruin the effects of great pathos and ethos by failing to adequately support your argument. Sure, if your main purpose is to hype up your audience, you will likely rely more on pathos. But if you fail to connect everything you say to the point or (even worse) cite exaggerated facts or falsehoods, any listening ear will immediately discredit what you have to say. On the other hand, if you struggle to emotionally connect with your audience and have little experience in your field, great logos can still carry your point across and convince a skeptical audience. 

Think of Logos as simply speaking the truth with clarity. Back up your claims and cite any important data or statistics. Use compelling examples from client results you were responsible for with or well-established research. Avoid fallacies and over-fluffy modes of speaking that might throw your audience off. Many speakers try to cover up weak links in their argument with jargon or convoluted palaver. Don’t do that! If the data doesn’t back up your argument, it’s time to reevaluate your argument. 

Many speakers unintentionally obscure a good point by going off track. Your stories, jokes, and elaborations should all support one clear message. If you try to communicate too many messages at once, you’ll leave your audience adrift. Some tips? Replace long tangents with more relevant stories. For a talk on a broad topic, only delve into one or two examples in detail. If you’re speaking about something specific or granular, only give the most necessary background information. 

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Exemplary Persuasive Speeches

To wrap up, let’s look at some classic examples of how speakers use ethos, pathos, and logos to persuade their audiences. 

Winston Churchill’s address to Congress in December 1941 utilizes ethos remarkably well to assure the assembly that he is speaking as a friend, not a foreigner. He reminds them that his own mother was American. He emphasizes his understanding of the American system of representation as a “child of the House of Commons.” Then, he further details that the King himself gave him permission to meet with the president! This way, he appeals to two very venerable heads of authority. As he moves on into a grim but stirring vision of the war, its past present and future, his credibility and trustworthiness are well-established. 

Marc Antony’s speech from Shakespeare’s Julius Caesar is a timeless example of powerful pathos . He immediately plays into the emotions of his audience by reminding them that his purpose is not to deliver a panegyric, but to bury a friend. “When that the poor have cried, Caesar hath wept” he reminds the Romans, giving them cause for self-reflection upon whether their empathy matched Caesar’s. As if his appeal “You all did love him once” was not stirring enough? He finishes off “My heart is in the coffin there with Caesar, / And I must pause till it come back to me.” Absolutely gutting! (Incidentally, Marc Antony also leverages some reverse psychology ethos by referring to Caesar’s murderer Brutus as “an honourable man” throughout.)

Frederick Douglass ’ moving address “What to the Slave Is the Fourth of July?” is a long speech worth reading. Indeed, it could be used as an example for all three pillars of persuasion! He appeals especially to logos by examining the documents of the American Founding and pointing out the hypocrisy with which they have long been interpreted regarding slavery. Then he declares: “Take the constitution according to its plain reading, and I defy the presentation of a single proslavery clause in it. On the other hand it will be found to contain principles and purposes, entirely hostile to the existence of slavery.” He supports his point with facts (the text of the constitution was easy to fact-check) and clear, concise argumentation. The powerful impact of his words even today stands a testament to his mastery of rhetoric.  

You should always use a combination of ethos, pathos, and logos to speak persuasively. Your niche will likely determine which you spend the most time emphasizing. For example, a motivational speaker in an intensely personal field like relationships, grief, or mental health will likely need to leverage a lot of pathos. A speaker who tries to convince professionals of any kind to make big changes will need a great deal of logos to show why their proposed solution is better than “what we’ve always done.” And any speaker in any field offering a potentially controversial solution will need to establish an ethos that is authoritative and trustworthy.

Ethos, pathos, and logos have played an integral role in the art of persuasive speaking for over 2000 years. Even the greatest speakers continue working on this skill well into their careers. While we are no longer Greek orators in marble amphitheaters, Aristotle’s principles can help you craft your speech and finesse your delivery for maximum impact. 

• Last Updated: March 7, 2024

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Ethos, Pathos & Logos — Definition and Examples of Persuasive Advertising Techniques

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E thos, pathos and logos are techniques of persuasion that form the rhetorical triangle. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies. We’ll show you how to employ each of the techniques and present some awesome examples along the way.

Ethos, Pathos and Logos: How to Create Persuasive Ads

Ethos, Pathos, Logos, Definition

The rhetorical triangle.

Rhetoric is a type of communication a writer or speaker uses to persuade, inform or motivate. We can see rhetoric everywhere — politics, law, advertising, creative writing, and even our everyday conversations.

Rhetorical devices include irony , metaphor , hyperbole and many other techniques writers and speakers employ to great effect.

A subset of these devices are known as rhetorical appeals , often attributed to Aristotle, and include: ethos , pathos and logos .

This is also known as the Rhetorical Triangle and we still depend on it today.

Ethos, pathos and logos are the three categories of persuasive advertising techniques

Each category invokes a different appeal between speaker and audience.

Ethos calls upon the ethics, or what we'd call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts.

Good persuasive advertising technique is when you balance all three.

But using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently.

Learn More Logos Ethos and Pathos

Comparing other techniques.

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

Everything About Rhetorical Appeals

Basics & terminology, appeal to credibility , appeal to emotion, appeal to logic, appeal to purpose, appeal to timeliness.

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

ETHOS DEFINITION

What is ethos.

Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand.

Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It’s easier to make a decision when someone you respect signs off on it, right? This is broadly the function of ethos in commercials.

When an esteemed public figure endorses a product, it validates it to the end consumer. An ethos advertisement plays off the consumer’s respect for a given spokesperson.

Through that respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. Of the types of persuasive techniques in advertising, ethos is best used to unlock trust.

USE OF ETHOS IN ADVERTISING

How is ethos used in advertising.

So what does ethos mean?

It’s all about credibility. Famous people enjoy a high status in our society. So they’re the ones selling products to us — whether or not they have product-specific expertise.

Example of ethos in advertising: Jennifer Aniston in a campaign for Glaceau Smart Water

For example, an Infiniti commercial featured Steph Curry. Even though he’s not known for his taste in vehicles, his stature validates the product.

This is ethos in commercials at work.

Example of ethos in commercials: Steph Curry in a recent spot for Infiniti

Ethos rhetoric is also invoked to tie a brand to fundamental rights.

Brands build trust with their audience when they stand with an important cause. Anheuser-Busch illustrated this in their “Born the Hard Way” ad.

Ethos examples: This ethos advertisement by Anheuser-Busch underscores the value of multiculturalism

This spot focuses on the origin story of Anheuser-Busch’s founders.

It shows Busch’s turbulent immigration from Germany to St. Louis, and speaks to the importance of immigration and multiculturalism.

This is how ethos rhetoric is used in advertising.

Of the many types of persuasive advertising techniques in advertising, ethos is best for playing up the strength of a brand or spokesperson’s character.

ETHOS EXAMPLE IN COMMERCIALS

Ethos advert case study.

If you want a really strong example of ethos that also has a pretty funny meta quality to it, check out the shot list for this Heineken spot. See how many times they use foreground elements and OTS shots in this spot:

Ethos Examples • Shot Listed in StudioBinder

This Heineken commercial shows famous actor Benicio Del Toro at the bar enjoying a Heineken. Benicio chats about how both he, and Heineken, are world famous and instantly recognizable.

Then, a pair of goofy tourists spot him in the bar, and they call out for him to pose for a photo, but... they actually think he's Antonio Banderas.

Ethos Example in Heineken Commercial

This commercial not only uses ethos as a way to tie the celebrity of Benicio to the celebrity of Heineken, but it uses humor and the bold faced usage of ethos to make fun of the brand, people, and fame. 

THE "PLAIN FOLKS" PERSUASIVE ADVERTISING TECHNIQUE

How is "plain folks" used in ads.

Ethos rhetoric often employs imagery of everyday, ordinary people.

Known as the  Plain Folks persuasive advertising technique,  in this approach a spokesperson or brand appears as an Average Joe to feel common and sensible. In doing so, they appear concerned and cut from the same cloth as you.

This approach is very common in political ads. Consider the “Family Strong” ad from Hillary Clinton’s 2016 presidential campaign.

Ethos Examples: Hillary Clinton underscores the “Plain Folks” definition in her campaign videos.

Despite her status and wealth, Clinton draws on imagery of her family and upbringing to make her feel more relatable. In this way, “Plain” folks is propaganda and also a logical fallacy.

But it’s also an effective and persuasive advertising technique.

Of the types of persuasive techniques in advertising, Plain Folks aligns your brand with the values of the everyday consumer.

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Pathos DEFINITION

What is pathos.

Pathos is persuasive technique that try to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery. A good zinger. 

Emotions create responses and, in our increasingly consumer-driven culture, the response is to buy something. Pathos appeals to an audience’s basic emotions like joy, fear, and envy. All are easily triggered in many ways.

So what is pathos?

Well, it's a model enjoying a refreshing Coke. Or a frustrated infomercial character desperate for a better remedy. And "tired" of the "same old blah-blah-blah."

The many different pathos advertisement examples not only evoke your feelings but anticipate your responses too. If you want to explore pathos in advertising, language is the best place to start.

Because the words we hear and read trigger specific feelings. Positive words conjure feelings of love, excitement and wonder.

What is pathos? Cutting to the emotional core, really

Look at how General Mills and Cheerios achieved this in their “Good Goes Round” campaign.

Example of pathos: This Cheerios pathos advertisement injects good vibes with positive words

We see sunshine, smiles and bright colors while we hear the words “good goes around.” It invites positivity and encourages us to associate Cheerios accordingly.

On the other hand, pathos advertisements can also employ unpleasant emotions like fear and worry just as effectively.

Pathos examples: this somber pathos advertisement says don’t let heart disease happen to you

This ad by the British Heart Foundation underscores the dangers of heart disease. As the spot unfolds, you start to realize that the narrator suddenly died at her sister’s wedding.

Her tragic story encourages you to not let it happen to you.

Pathos examples: BMW warns against drinking and driving in this pathos advertisement example

Pathos example in commercials, pathos advert case study.

If you want a really strong example of pathos is an advertisement, check out this shot list from a particularly emotional Zillow spot. Notice how the shots on the son are often singles and medium close-ups :

Pathos Examples  • Shot Listed in StudioBinder

This Zillow commercial shows a father and son who have just suffered the terrible loss of their wife/mother. The father tries to cheer his son up by finding a new home, one preferably near the boy's grandparents. 

The son seems disinterested, but then the father finds his son and the family dog looking up at the stars, one of which is particularly bright. The son decides that the star is his mother, looking down on him.

That gives the father an idea:

Pathos example in Zillow Commercial

The father searches on Zillow, finds a home, and buys it. We then learn that the home is not only close to the grandparents, but it also has a skylight in the son's room, allowing him to see his Mother's star at night.

This commercial uses the emotions of the father, the son, the grandparents, and of course the viewer to suggest that Zillow is the type of website that can balm grief through its functionality.

USE OF PATHOS IN ADVERTISING

The appeal of pathos in advertising.

Sex appeal is of course also hugely successful among the pathos advertising techniques. Open any  Cosmopolitan  magazine and you’ll find scantily clad models, muscular men and sexual innuendo.

Although the common expression “sex sells” has been debated, sexually provocative ads do leave a lasting impression. Mr. Clean , for example, spiced up their eponymous mascot for comedic effect.

Pathos Examples: This Mr. Clean pathos advertisement gave their mascot a sexy upgrade

Their brawny Mr. Clean upgrade wears tight clothes and turns mopping the floor into something more... sensual?

Humor, patriotism and snob appeal are also all common in pathos advertisement examples. The pathos definition even extends to nostalgia and the strategic use of music in ads.

Pathos Examples: The pathos definition extends to evoking emotions with music ... even *NSYNC

The bandwagon advertising technique, what is the "bandwagon advertising".

“Bandwagon advertising” is commonly categorized under pathos advertisement examples. While it may sound unfamiliar, you're probably pretty familiar with it. It creates that impression that using certain product will put you on the “winning team.” It adheres to the pathos definition because it plays off your fear... of being left out.

Old Spice used this in their “The Man Your Man Could Smell Like” spot.

Bandwagon advertising: to be The Man Your Man Could Smell Like, you buy Old Spice

In its comical way, it puts pressure on men to smell as good as the Old Spice Guy. Like the “Plain Folks” technique, Bandwagon advertising is a very popular form of propaganda.

Of the persuasive advertising techniques, “Bandwagon” puts your brand on the right side of popular opinion. Remember the "Be like Mike" Ads?

Pathos example: Talk about putting the consumer on the "winning team"

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LOGOS DEFINITION

What is logos.

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.

Logos Examples: This Samsung ad puts the Logos persuasive advertising technique to work

Ever told someone to “listen to reason” during an argument? This is what logos does. The best logos advertisement examples are when a speaker appeals to logic. Statistics, surveys, facts, and historical data can make a product seem like a more reasonable decision. Whether the data is sound or not is another story.

LOGOS EXAMPLE IN COMMERCIALS

Logos advert case study.

If you want a really strong example of logos is an advertisement, check out this shot list from a recent Nissan Commercial. You'll notice how the camera angles and shot size change when the "ProPilot" system clicks on:

Logos Advertisment Examples  • Shot Listed in StudioBinder

This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.

Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road... but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system. 

So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

Now... is it logical that this Star Wars homage suggests the daughter reach out to use the force by using a guided machine? Of course not! That's the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Of course not!

Is there anything in this spot that is logical? The basic fact that young drivers get distracted, and the Nissan "ProPilot" system might just save their lives one day, well that is how you use logic to sell cars.

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LOGOS TECHNIQUES

How is logos being used in advertising.

Technology advertisements use logos because their goal is to showcase cool new features. Consider the example of logos in Apple’s ad for the iPhone:

A logos advertisement example: In Apple’s iPhone spot, the features pop out at you

In logos rhetoric, you have to the sell best reasons to buy your product..

How does Apple do that?

They have their new innovative features pop out at you. From durable glass to Face ID software. It effectively asks you why you would choose any phone but iPhone. Logos often use buzzwords to sell the product. 

What's a great example of this?

Food companies capitalizing on the rising demand for healthy choices.

Logos Examples: I Can’t Believe It’s Not Butter underscore the health benefits

This I Can’t Believe It’s Not Butter ad hinges on the health benefits to prove their point. Of the types of persuasive techniques in advertising, logos will build your brand as the most logical, functional and helpful option.

Explore more rhetorical devices

Ethos , pathos , and logos are highly effective rhetorical appeals but there is much more to explore, including kairos and telos . Or dive into more rhetorical devices that help construct and support these appeals, including metaphor , hyperbole , and metonymy . When you've mastered these techniques, your ability to convince and persuade in your writing will be unmatched.

Up Next: Rhetorical Devices Index →

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Sat / act prep online guides and tips, ethos, pathos, logos, kairos: the modes of persuasion and how to use them.

General Education

Ethos, pathos, logos, and kairos all stem from rhetoric—that is, speaking and writing effectively. You might find the concepts in courses on rhetoric, psychology, English, or in just about any other field!

The concepts of ethos, pathos, logos, and kairos are also called the modes of persuasion, ethical strategies, or rhetorical appeals. They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising.

Read on to learn about what the modes of persuasion are, how they’re used, and how to identify them!

What Are the Modes of Persuasion?

As you might have guessed from the sound of the words, ethos, pathos, logos, and kairos go all the way back to ancient Greece. The concepts were introduced in Aristotle’s Rhetoric , a treatise on persuasion that approached rhetoric as an art, in the fourth century BCE.

Rhetoric was primarily concerned with ethos, pathos, and logos, but kairos, or the idea of using your words at the right time, was also an important feature of Aristotle’s teachings.

However, kairos was particularly interesting to the Sophists, a group of intellectuals who made their living teaching a variety of subjects. The Sophists stressed the importance of structuring rhetoric around the ideal time and place.

Together, all four concepts have become the modes of persuasion, though we typically focus on ethos, pathos, and logos.

What Is Ethos?

Though you may not have heard the term before, ‘ethos’ is a common concept. You can think of it as an appeal to authority or character—persuasive techniques using ethos will attempt to persuade you based on the speaker’s social standing or knowledge. The word ethos even comes from the Greek word for character.

An ethos-based argument will include a statement that makes use of the speaker or writer’s position and knowledge. For example, hearing the phrase, “As a doctor, I believe,” before an argument about physical health is more likely to sway you than hearing, “As a second-grade teacher, I believe.”

Likewise, celebrity endorsements can be incredibly effective in persuading people to do things . Many viewers aspire to be like their favorite celebrities, so when they appear in advertisements, they're more likely to buy whatever they're selling to be more like them. The same is true of social media influencers, whose partnerships with brands can have huge financial benefits for marketers .

In addition to authority figures and celebrities, according to Aristotle, we’re more likely to trust people who we perceive as having good sense, good morals, and goodwill —in other words, we trust people who are rational, fair, and kind. You don’t have to be famous to use ethos effectively; you just need whoever you’re persuading to perceive you as rational, moral, and kind.

What Is Pathos?

Pathos, which comes from the Greek word for suffering or experience, is rhetoric that appeals to emotion. The emotion appealed to can be a positive or negative one, but whatever it is, it should make people feel strongly as a means of getting them to agree or disagree.

For example, imagine someone asks you to donate to a cause, such as saving rainforests. If they just ask you to donate, you may or may not want to, depending on your previous views. But if they take the time to tell you a story about how many animals go extinct because of deforestation, or even about how their fundraising efforts have improved conditions in the rainforests, you may be more likely to donate because you’re emotionally involved.

But pathos isn’t just about creating emotion; it can also be about counteracting it. For example, imagine a teacher speaking to a group of angry children. The children are annoyed that they have to do schoolwork when they’d rather be outside. The teacher could admonish them for misbehaving, or, with rhetoric, he could change their minds.

Suppose that, instead of punishing them, the teacher instead tries to inspire calmness in them by putting on some soothing music and speaking in a more hushed voice. He could also try reminding them that if they get to work, the time will pass quicker and they’ll be able to go outside to play.

Aristotle outlines emotional dichotomies in Rhetoric . If an audience is experiencing one emotion and it’s necessary to your argument that they feel another, you can counterbalance the unwanted emotion with the desired one . The dichotomies, expanded upon after Aristotle, are :

• Anger/Calmness
• Friendship/Enmity
• Fear/Confidence
• Shame/Shamelessness
• Kindness/Unkindness
• Pity/Indignation
• Envy/Emulation

Note that these can work in either direction; it’s not just about swaying an audience from a negative emotion to a positive one. 

However, changing an audience's emotion based on false or misleading information is often seen as manipulation rather than persuasion. Getting into the hows and whys requires a dive into the ethics of rhetoric , but suffice to say that when you attempt to deceive an audience, that is manipulation.

If you really want to get an audience fired up about something, you can inspire righteous anger, which may or may not be manipulation. If somebody is offended that you’ve asked them for something, you can try making them feel sorry for you by turning indignation into pity— that’s manipulation.

What Is Logos?

Logos comes from a Greek word of multiple meanings, including “ground,” “speech,” and “reason.” In rhetoric, it specifically refers to having a sense of logic to your persuasion; logos-based rhetoric is founded in logic and reason rather than emotion, authority, or personality.

A logic-based argument appeals to a person’s sense of reason— good logos-based rhetoric will persuade people because the argument is well-reasoned and based in fact. There are two common approaches to logos: deductive and inductive arguments.

Deductive arguments build on statements to reach a conclusion —in effect, the conclusion is reached in reverse. A common method is to propose multiple true statements which are combined to reach a conclusion, such as the classic method of proving that Socrates is mortal.

All men are mortal, and Socrates is a man, therefore Socrates must be mortal.

That’s not really a case that needs to be argued, but we can apply the same framework to other arguments as well. For example, we need energy to live. Food gives the body energy. Therefore, we need food to live.  

All of this is based on things we can prove, and results in a conclusion that is true , not just theorized. Deductive reasoning works on the assumption that A = B, B = C, so therefore A = C. But this also supposes that all the information is true, which is not always the case.

Sometimes the conclusions you reach with deductive reasoning can be valid, as in the reasoning makes sense, but the conclusion may not be necessarily true. If we return to the Socrates argument, we could propose that:

All men eat apples. Socrates is a man. Therefore, Socrates must eat apples.

The problem is that we can’t prove that all men eat apples —some do, some don’t. Some might eat an apple once but never again. But based on our arguments, the conclusion that Socrates must eat apples is valid.

A strong deductive argument for logos-based reasoning will be composed of provable facts that can reach a provable conclusion. However, a valid but not entirely sound argument can also be effective—but be wary of shifting from persuasion to manipulation!

Another approach to logos-based rhetoric is inductive reasoning, which, unlike deductive reasoning, results in a probable argument rather than a definite one. That doesn’t mean that it is less effective—many scientific concepts we accept as truth are inductive theories simply because we cannot travel back in time and prove them— but rather that inductive reasoning is based on eliminating the impossible and ending in an argument that is based in sound logic and fact, but that may not necessarily be provable.

For example, all people with a cough have a cold. Kelly has a cough. Therefore, Kelly likely has a cold.

Our conclusion is likely , but not absolute. It’s possible that Kelly doesn’t have a cold—not because she doesn't have a cough, but because there are other possible causes, such as having allergies or having just breathed in some dust. The conclusion that she has a cold is likely based on data, but not absolute.

Another example would be that Kelly picks her nose. Kelly is a woman, therefore all women must pick their nose.

Inductive reasoning is based on generalizations. The first example, in which Kelly likely has a cold, makes sense because it’s based on something provable—that a sampling of people who have a cough have colds—and followed up with a likely conclusion. In the second example, this is a less sensible conclusion because it’s based on extrapolation from a single reference point.

If we reverse the claim and say that all women pick their noses, and Kelly is a woman, therefore Kelly must pick her nose, that would be more sound logic. Still not necessarily true—not all women pick their noses—but a more sound example of inductive reasoning.

Inductive reasoning can still be incredibly effective in persuasion, provided that your information is well-reasoned. Inductive reasoning creates a hypothesis that can be tested; its conclusion is not necessarily true, but can be examined.

As always, be wary of venturing into manipulation, which is more likely to be based on erroneous or misleading facts.

What Is Kairos?

Kairos is the Greek word for the opportune moment, which is precisely what it means in rhetoric. According to this principle, the time in which an argument is deployed is as important as the argument itself. An argument at the wrong time or to the wrong audience will be wasted; to be effective, you must also consider when you are speaking and to whom.

In effect, kairos means choosing the correct rhetorical device to match the audience and space in which you’re attempting to persuade. If you wanted to persuade people to go vegetarian, the middle of a hot dog-eating contest is probably not the right time. Likewise, you’re probably not going to persuade a room of data-driven scientists of something by appealing to pathos or ethos; logos is probably your best bet.

In essence, kairos asks you to consider the context and atmosphere of the argument you’re making. How can you deploy your argument better considering time and space? Should you wait, or is time of the essence?

As Aristotle famously said, “Anybody can become angry—that is easy, but to be angry with the right person and to the right degree and at the right time and for the right purpose, and in the right way—that is not within everybody's power and is not easy.”

The goal of kairos is to achieve exactly that. Effective use of kairos strengthens your persuasion ability by considering how people are already feeling based on context. How can you influence or counteract that? Or maybe pathos isn’t the right approach—maybe cold hard facts, using logos, is more suited. Kairos works in conjunction with the other modes of persuasion to strengthen your argument, so as you’re putting a persuasive piece together, consider how and when it’ll be deployed!

How to Identify Ethos, Pathos, Logos, and Kairos

Understanding how the modes of persuasion work can make you better at identifying and picking them out. Not only is a better understanding of them useful for composing your own arguments, but it’s also beneficial when seeing other people’s arguments. When you understand how ethos, pathos, logos, and kairos work, you’re less susceptible to them.

Advertising is one of the places we see the modes of persuasion most often. Looking at each of these advertisements, you can see how they use each mode of persuasion to convince audiences to convince an audience of something.

Using celebrities is a classic example of ethos, which uses authority or recognition to convince an audience of something. In this case, celebrities like Michelle Obama, Lin-Manuel Miranda, and Janelle Monáe discuss the importance of voting.

It doesn’t matter that they’re not politicians or political scientists; audiences find them appealing and genuine. When they speak of the importance of voting, audiences listen because they like what these figures have to say . If talented, famous people like this are taking the time to vote, it must be important!

Historians or those well-versed in politics might make different arguments about why audiences should vote, but in this case, the goal is to inspire people. When we see people we admire doing things, we want to do them too; hence the reason that ethos works so well.

ASPCA’s commercials are some of the most infamous examples of pathos in advertising. Sarah McLachlan’s “Angel” plays over footage of abused animals in shelters, encouraging viewers to donate money to support the organization.

It’s not hard to understand why it works; both the song and the imagery are heartbreaking! You can’t help but feel sad when you see it, and that sadness, when followed up by a prompt to donate, encourages you to take immediate action.  And these ads are effective— the campaign raised millions of dollars for ASPCA .

By appealing to our emotions and making us feel sad, this advertisement encourages us to act. That’s a classic use of ethos—it influences our feelings through the one-two punch of sad music and imagery, encouraging us to perform the desired action.

In some cases, emotion and authority aren’t the right tactic. Logos often appears in tech advertisements, such as this one for the iPhone XS and XR.

Notice how the advertisement focuses on product shots and technological terms. Most audiences won’t know what an A12 bionic neural engine is, but it sounds impressive. Likewise, that “12 MPf/1.8 wide-angle lens, with larger, deeper 1.4 micron pixels” is pretty meaningless to most people, but the numbers suggest that this phone is something special because it uses scientific-sounding language.

It doesn’t matter whether audiences really understand what’s being said or not. What matters is that they feel confident that the ad is selling them something they need —in this case, impressive technological specifications that make this phone an improvement over others.

Kairos should ideally factor into all uses of the modes of persuasion, but timeliness can also be a big selling point. In this Christmas-themed M&Ms advertisement, the company uses timely humor to forge a connection between the holidays and M&Ms.

Because these commercials have been running for such a long time, there’s also a nostalgic attachment to them. Just as people look forward to new Budweiser advertisements during the Super Bowl, others look forward to seeing M&Ms or the Coca-Cola polar bear during the holidays.

Though this commercial doesn’t go out of its way to tell you the benefits of M&Ms, it does forge a connection between M&Ms and Christmas, encouraging people to purchase them around the holidays.

Examples of the Modes of Persuasion

Now that you’ve had some exposure to how ethos, pathos, logos, and kairos function and what they can do, you can test your ability to recognize them using the images below!

There are a few things to notice about this image:

• The anonymous figure
• The language
• The use of a statistic

Can you figure out which mode of persuasion this represents?

The fact that the figure is anonymous tells us it’s probably not ethos. While we might be influenced by a person who’s in shape, there’s not really an appeal here based on the person—they’re just an image to support the ad.

“DOMINATE” is a pretty loaded word, suggesting that this may have elements of pathos.

However, take a look at that statistic. Whether it’s true or not, a hard statistic like that suggests that this ad is using logos to appeal to viewers. You can draw out an argument from there—75% of users lose weight within weeks. You’re a user. Therefore, you will likely lose weight within weeks.

What do you notice about this image?

• The way the text frames the woman’s body
• The name of the perfume
• The color choice

What mode of persuasion is this?

Again, we don’t know who the model is, and perfume isn’t going to make us look like her, so we can count ethos out.

The ad seems pretty intent on making us look at certain things—the woman’s lips and chest in particular. What is it trying to make us feel?

“FORBIDDEN FRUIT” has a connotation of sensuality.

Red is a color commonly associated with passion.

When you combine the photo, the framing, the perfume name, and the color, you get a strong sense of sex appeal from the advertisement. This makes it an example of pathos—the ad is trying to make us feel a certain way . If we buy this perfume, maybe we would feel attractive, too.

How about this advertisement?

• A serious-looking photo
• Text promising “no more back pain”
• “Doctor recommended.”

Seeing a doctor might make you tempted to think the answer is logos, but there’s no appeal to logic here.

“No more back pain,” is a nice promise, but there’s no attempt to appeal to emotions, so it can’t be pathos.

What’s important in this image is the combination of the doctor in the image and the line “doctor recommended.” This doctor might not be famous, but he does have authority, making this an example of ethos.

Our confidence in this treatment grows because we trust that a doctor understands how to address back pain.

What mode of persuasion is this?  Think about:

• The framing

She does look fashionable and the ad mentions stylists, so it’s possible that this is ethos.

There are no statistics or arguments being made, so the answer probably isn’t logos.

Pathos is possible, but despite having a heavily made-up model, this ad is far less about sex appeal than the previous one.

But the text mentions a specific holiday—New Year’s—suggesting that this is kairos. Kairos can, and often should, be combined with all the modes of persuasion to be even more effective. In this case, the model’s appearance could suggest either ethos or pathos in addition to kairos. The message here is that you should act now, at the beginning of the year, to take advantage of the deal and to start the year off with a new style, much like the one the model is sporting.

Key Tips for Identifying Ethos, Pathos, Logos, and Kairos

Now that you know the difference between all the modes of persuasion, you’ll have a much easier time identifying them. If you run into trouble, you can always ask questions about what you’re seeing, hearing, or reading to understand what mode of persuasion it’s using.

#1: Is It Related to a Specific Time?

If the argument is based on a specific day or context, such as Valentine’s Day or appealing only to a select group of people, such as people with dogs, it’s more likely to be kairos.

#2: Does It Involve a Celebrity or Authority Figure?

Celebrities are often a dead giveaway that an argument is using ethos. But authority figures, such as doctors, dentists, or politicians, can also be used to appeal to ethos. Even regular, everyday people can work, particularly when combined with pathos, to appeal to you based on a mutual connection you have.

#3: Does It Involve Statistics?

Statistics are a huge clue that an argument is using logos. But logos can also just be a logical argument, such as that if plants need water, and it’s hard to remember to water them, you should buy an automatic plant waterer. It makes perfect sense, making you more likely to buy it, rather than changing your habits to remember to water your plants more frequently.

#4: Does It Influence Your Emotions?

If an argument tries to change your emotions, whether by making you sad, happy, angry, or something else entirely, it’s a good indicator that it’s using pathos. Sex appeal is one of the biggest examples of pathos in advertising, appearing everywhere from makeup ads to car commercials to hamburger advertisements.

What’s Next?

Need help understanding the historical context for The Great Gatsby to perfect your kairos-based argument?

You can always combine the modes of persuasion with literary devices to make your arguments even stronger!

Learn how to say "good morning" in Japanese ! Even if it's not a mode of persuasion, it's just good manners.

Melissa Brinks graduated from the University of Washington in 2014 with a Bachelor's in English with a creative writing emphasis. She has spent several years tutoring K-12 students in many subjects, including in SAT prep, to help them prepare for their college education.

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What Are Logos, Pathos & Ethos?

A straight-forward explainer (with examples)

By: Derek Jansen (MBA) | Reviewer: Eunice Rautenbach (DTech) | June 2023

If you spend any amount of time exploring the wonderful world of philosophy, you’re bound to run into the dynamic trio of rhetorical appeals: logos , ethos and pathos . But, what exactly do they mean and how can you use them in your writing or speaking? In this post, we’ll unpack the rhetorical love triangle in simple terms, using loads of practical examples along the way.

Overview: The Rhetorical Triangle

• What are logos , pathos and ethos ?
• Logos unpacked (+ examples)
• Pathos unpacked (+ examples)
• Ethos unpacked (+ examples)
• The rhetorical triangle

What are logos, ethos and pathos?

Simply put, logos, ethos and pathos are three powerful tools that you can use to persuade an audience of your argument . At the most basic level, logos appeals to logic and reason, while pathos appeals to emotions and ethos emphasises credibility or authority.

Naturally, a combination of all three rhetorical appeals packs the biggest punch, but it’s important to consider a few different factors to determine the best mix for any given context. Let’s look at each rhetorical appeal in a little more detail to understand how best to use them to your advantage.

Logos appeals to the logical, reason-driven side of our minds. Using logos in an argument typically means presenting a strong body of evidence and   facts to support your position. This evidence should then be accompanied by sound logic and well-articulated reasoning .

Let’s look at some examples of logos in action:

• A friend trying to persuade you to eat healthier might present scientific studies that show the benefits of a balanced diet and explain how certain nutrients contribute to overall health and longevity.
• A scientist giving a presentation on climate change might use data from reputable studies, along with well-presented graphs and statistical analyses to demonstrate the rising global temperatures and their impact on the environment.
• An advertisement for a new smartphone might highlight its technological features, such as a faster processor, longer battery life, and a high-resolution camera. This could also be accompanied by technical specifications and comparisons with competitors’ models.

In short, logos is all about using evidence , logic and reason to build a strong argument that will win over an audience on the basis of its objective merit . This contrasts quite sharply against pathos, which we’ll look at next.

Contrasted to logos, pathos appeals to the softer side of us mushy humans. Specifically, it focuses on evoking feelings and emotions in the audience. When utilising pathos in an argument, the aim is to cultivate some feeling of connection in the audience toward either yourself or the point that you’re trying to make.

In practical terms, pathos often uses storytelling , vivid language and personal anecdotes to tap into the audience’s emotions. Unlike logos, the focus here is not on facts and figures, but rather on psychological affect . Simply put, pathos utilises our shared humanness to foster agreement.

Let’s look at some examples of pathos in action:

• An advertisement for a charity might incorporate images of starving children and highlight their desperate living conditions to evoke sympathy, compassion and, ultimately, donations.
• A politician on the campaign trail might appeal to feelings of hope, unity, and patriotism to rally supporters and motivate them to vote for his or her party.
• A fundraising event may include a heartfelt personal story shared by a cancer survivor, with the aim of evoking empathy and encouraging donations to support cancer research.

As you can see, pathos is all about appealing to the human side of us – playing on our emotions to create buy-in and agreement.

Last but not least, we’ve got ethos. Ethos is all about emphasising the credibility and authority of the person making the argument, or leveraging off of someone else’s credibility to support your own argument.

The ethos card can be played by highlighting expertise, achievements, qualifications and accreditations , or even personal and professional associations and connections. Ultimately, the aim here is to foster some level of trust within the audience by demonstrating your competence, as this will make them more likely to take your word as fact.

Let’s look at some examples of ethos in action:

• A fitness equipment brand might hire a well-known athlete to endorse their product.
• A toothpaste brand might make claims highlighting that a large percentage of dentists recommend their product.
• A financial advisor might present their qualifications, certifications and professional memberships when meeting with a prospective client.

As you can see, using ethos in an argument is largely about emphasising the credibility of the person rather than the logical soundness of the argument itself (which would reflect a logos-based approach). This is particularly helpful when there isn’t a large body of evidence to support the argument.

Ethos can also overlap somewhat with pathos in that positive emotions and feelings toward a specific person can oftentimes be extended to someone else’s argument. For example, a brand that has nothing to do with sports could still benefit from the endorsement of a well-loved athlete, just because people feel positive feelings about the athlete – not because of that athlete’s expertise  in the product they’re endorsing.

How to use logos, pathos and ethos

Logos, pathos and ethos combine to form the rhetorical triangle , also known as the Aristotelian triangle. As you’d expect, the three sides (or corners) of the triangle reflect the three appeals, but there’s also another layer of meaning. Specifically, the three sides symbolise the relationship between the speaker , the audience and the message .

Without getting too philosophical, the key takeaway here is that logos, pathos and ethos are all tools that you can use to present a persuasive argument . However, how much you use each tool needs to be informed by careful consideration of who your audience is and what message you’re trying to convey to them.

For example, if you’re writing a research paper for a largely scientific audience, you’ll likely lean more heavily on the logos . Conversely, if you’re presenting a speech in which you argue for greater social justice, you may lean more heavily on the pathos to win over the hearts and minds of your audience.

Simply put, by understanding the relationship between yourself (as the person making the argument), your audience , and your message , you can strategically employ the three rhetorical appeals to persuade, engage, and connect with your audience more effectively in any context. Use these tools wisely and you’ll quickly notice what a difference they can make to your ability to communicate and more importantly, to persuade .

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Home » Glossary » Logos, Ethos, Pathos: Definition and What It Is

Logos, Ethos, Pathos: Definition and What It Is

Educationally and pedagogically written and reviewed by Academic Writer Maryna Polishchuk, MA, and Academic Writer & Researcher Dr. Maryam Iftikhar, Ph.D.

Logos, Ethos, Pathos : Definition & Meaning

Ethos, pathos, and logos are “modes of persuasion” widely used by authors and speakers to persuade their audience. They are frequently used in persuasive essays and speeches, but their usage can be traced to literature, politics, advertisements, and even everyday speeches.

Logos is the implementation of reasoning and logic in the composition of a persuasive piece of writing or speech.

Ethos appeals to credibility. The speaker or author often demonstrates his authority and trustworthiness to persuade the audience with ethos. This rhetorical device aims to increase trust between the author and the audience.

Pathos is the appeal to emotion, empathy, common beliefs, and values. This literary device convinces readers by intentionally provoking certain feelings that impact their views.

Benefits & Drawbacks

These rhetorical devices are essential to persuade somebody in your arguments. Nevertheless, they have its pros and cons.

Using logos in your writing or speech can help you convince people by providing logical support that always sounds convincing. On the other hand, just listing facts can sound impersonal, and it may look like you took information from an encyclopedia or scientific journal. The audience may get bored with such scientific data and, as a result, lose interest in your speech.

On the one hand, ethos provides credibility, persuading readers that the author has expertise in the subject and that they can rely on their opinion. Controversially, it can have an adverse effect, as some readers may consider that the author tries to boast about their status and authority. This can distract the audience from what the speaker is saying and fail to persuade the reader of anything.

The benefit of using pathos is that it builds an emotional relationship between the author and the audience and creates the impression that the author and readers have something in common, which brings them closer. However, it also has a disadvantage. Since no facts support the author’s position, some may think that the argument lacks logical support.

Examples of Logos, Ethos, Pathos

Logos examples:.

• A scientist presenting on climate change may illustrate the effects of increasing global temperatures on the environment using data from reliable research, attractive graphics, and statistical analysis.
• A friend attempting to encourage you to eat healthily could offer scientific research demonstrating the advantages of a balanced diet and explaining how specific nutrients affect lifespan and general health.
• An advertisement could highlight a new smartphone’s technical benefits, such as a quicker CPU, a longer battery life, and a high-resolution camera, technical details and model comparisons with competitors.

Ethos Examples:

• A fitness equipment company may hire a well-known athlete to promote its products.
• A toothpaste manufacturer may make statements emphasizing how many dentists recommend their product.
• When speaking to a potential client, a financial adviser may display their credentials, affiliations in professional associations, and certificates.

Pathos Examples:

• A charity’s commercial may feature pictures of hungry children and stress their poor living circumstances to evoke empathy and compassion and ultimately increase donations.
• Politicians may play on voters’ emotions like patriotism, unity, and enthusiasm to encourage them to vote for their party.
• You can meet a cancer survivor who tells a heartbreaking story about his health conditions at a fundraising event to evoke compassion to raise donations for cancer research.

Teach Simple’s Perspective

Whether you write a persuasive essay or work on a speech, or create an advertisement for a product knowing how modes of persuasion works is essential. Ethos, logos, and pathos can significantly impact reader/listener perception about what you say or write. It is not obligatory to use all these modes of persuasion in your text; you may choose one or two. Remember that each of them has its drawbacks that can also negatively impact the listener’s reaction about your content and you as an author. So, be careful when using them, and always consider how they can impact your audience.

 If you want to persuade your audience using ethos, consider your expertise, title, position, and authority. You should demonstrate your expertise in terminology in your field. If you already have a good reputation in your field, you may also rely on it.

If you choose pathos, be ready to support your arguments with emotion-evoking examples and stories. You can also apply expressive, emotive language in your speech to establish an emotional connection with your audience. Another way to use pathos is to address your audience’s issues of concern. This will show your empathy and compassion. Pathos is a good instrument that helps to increase the likelihood that your audience will be engaged in what you say.

If you prefer to support your arguments with facts, statistics, or sound reasoning and analysis, then it is better to choose logos. This rhetorical appeal can demonstrate your proficiency in the field. People become more convinced when the author’s speech is supported by reliable sources and facts.

In general, ethos, pathos, and logos are essential instruments that can help you reach your goals in any field. People often use these modes of persuasion in literature, advertisements, TV, and everyday speech. Understanding and knowing how they work will help you better understand human psychology and even avoid being manipulated.

Lutzke J., & Henggeler, M. F. (2009). The rhetorical triangle: Understanding and using logos, ethos, and pathos. School of Liberal Arts . https://www.lsu.edu/hss/english/files/university_writing_files/item35402.pdf

Ting, S. (2018). Ethos, logos and pathos in university students’ informal requests. GEMA Online Journal of Language Studies 18(1), 234–251. DOI:10.17576/gema-2018-1801-14

Ting, S. H., Ungau, M., & Jerome, C. (2020). Use of logos, pathos, ethos for persuasion in cancer pamphlets. The Internet Journal Language, Culture and Society , 49, 13–25.

Related Terms

• Reading Comprehension

• Ethos, Pathos, and Logos Definition and Examples

Ethos, Pathos, and Logos are modes of persuasion used to convince audiences.  They are also referred to as the three artistic proofs (Aristotle coined the terms), and are all represented by Greek words. 

An author would use ethos to show to his audience that he is a credible source and is worth listening to. Ethos is the Greek word for “character.” The word “ethic” is derived from ethos.

Ethos can be developed by choosing language that is appropriate for the audience and topic (this also means choosing the proper level of vocabulary), making yourself sound fair or unbiased, introducing your expertise, accomplishments or pedigree, and by using correct grammar and syntax.

During public speaking events, typically a speaker will have at least some of his pedigree and accomplishments listed upon introduction by a master of ceremony.

Pathos  or the emotional appeal, means to persuade an audience by appealing to their emotions.

Authors use pathos to invoke sympathy from an audience; to make the audience feel what what the author wants them to feel. A common use of pathos would be to draw pity from an audience. Another use of pathos would be to inspire anger from an audience, perhaps in order to prompt action. Pathos is the Greek word for both “suffering” and “experience.” The words empathy and pathetic  are derived from pathos.

Pathos can be developed by using meaningful language, emotional tone, emotion evoking examples, stories of emotional events, and implied meanings. 

Logos  or the appeal to logic, means to convince an audience by use of logic or reason.

To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject. Logos is the Greek word for “word,” however the true definition goes beyond that, and can be most closely described as “the word or that by which the inward thought is expressed" and, "the inward thought itself" ( 1 ). The word “logic” is derived from logos.

Logos can be developed by using advanced, theoretical or abstract language, citing facts (very important), using historical and literal analogies, and by constructing logical arguments.

In order to persuade your audience, proper use of Ethos, Pathos, and Logos is necessary.

Examples of Ethos, Logos and Pathos:

Example of Ethos: 

“Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30...

During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurene and I have a wonderful family together.”

Stanford Commencement Speech by Steve Jobs. June 12, 2005.

Example of Pathos:

"I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. And some of you have come from areas where your quest -- quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality. You have been the veterans of creative suffering. Continue to work with the faith that unearned suffering is redemptive. Go back to Mississippi, go back to Alabama, go back to South Carolina, go back to Georgia, go back to Louisiana, go back to the slums and ghettos of our northern cities, knowing that somehow this situation can and will be changed."

I Have a Dream by Martin Luther King Jr. August 28th, 1963.

Example of Logos:

"However, although private final demand, output, and employment have indeed been growing for more than a year, the pace of that growth recently appears somewhat less vigorous than we expected. Notably, since stabilizing in mid-2009, real household spending in the United States has grown in the range of 1 to 2 percent at annual rates, a relatively modest pace. Households' caution is understandable. Importantly, the painfully slow recovery in the labor market has restrained growth in labor income, raised uncertainty about job security and prospects, and damped confidence. Also, although consumer credit shows some signs of thawing, responses to our Senior Loan Officer Opinion Survey on Bank Lending Practices suggest that lending standards to households generally remain tight."

The Economic Outlook and Monetary Policy by Ben Bernanke. August 27th, 2010.

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The Secret to a Persuasive Speech: Ethos, Pathos, and Logos

In the art of communication, persuasive speech stands out as a crucial skill. It is pivotal across various settings, from boardrooms to podiums, influencing decisions, sparking action, and inspiring change. 

Any good speech or presentation hinges on three rhetorical pillars—ethos, pathos, and logos—each crucial in persuasion. 

Ethos appeals to the speaker’s credibility, pathos to the audience’s emotions, and logos to logical reasoning. 

Understanding and adeptly employing these elements can transform your speech from merely informative to truly compelling, forging connections with your audience and driving your message home with undeniable impact.

Understanding ethos

Ethos is the ethical appeal in persuasive speech, foundational in establishing the speaker’s credibility and trustworthiness. 

It is the element that convinces the audience of the speaker’s qualifications and character, making their message more acceptable and influential.

By demonstrating knowledge, virtue, and goodwill, a speaker’s ethos persuades the audience to respect and heed their arguments. 

Whether through showcasing expertise, expressing genuine concern for the audience’s well-being, or conveying integrity, ethos ensures the speaker’s message is received with the seriousness and consideration it merits.

How to convey ethos in speech

A speaker can start by sharing their qualifications and experiences relevant to the topic, establishing authority and expertise. 

They can also demonstrate fairness, acknowledging various viewpoints on the subject to show respect and understanding. 

Sharing personal stories or testimonials can further humanise the speaker, fostering a connection with the audience. 

Consistent honesty, transparency, and ethical behavior throughout the speech reinforce the speaker’s credibility. 

Lastly, displaying enthusiasm and confidence about the topic can help the audience perceive the speaker as genuinely invested and trustworthy.

Avoiding common mistakes in establishing ethos

Establishing ethos incorrectly can undermine your credibility rather than build it. Common mistakes to avoid include:

• Exaggerating your experience or knowledge 
• Sharing credentials or experiences that don’t relate to the topic
• Coming off as too arrogant or inaccessible
• Failing to acknowledge or show respect for the audience’s views and concerns can make you seem self-centered, harming your ethos.
• Fluctuating stances or contradictory messages can make you appear unreliable or untrustworthy.
• Focusing solely on professional credentials without establishing a personal rapport can make your ethos feel cold and detached.

To effectively establish ethos, it’s crucial to clearly state your credentials, engage with the audience respectfully, and maintain consistency and authenticity throughout your speech.

The power of pathos

Pathos is the emotional appeal used in persuasive speaking to connect with the audience personally and influence their attitudes or actions. 

By engaging the audience’s feelings, a speaker can make their message more compelling and memorable.

Emotional appeal can be achieved through storytelling, evocative language, vivid imagery, and personal anecdotes. 

When audience members feel a genuine emotional connection, they are more likely to be persuaded, empathise with the speaker’s perspective, and be motivated to act. 

How to integrate pathos

To effectively integrate emotional elements into a speech, consider these strategies:

• Tell stories: Stories resonate deeply, evoking empathy and connection. Share personal anecdotes or narratives that illustrate your points emotionally.
• Use descriptive language: Vivid, sensory-rich language can create powerful images in your audience’s minds and stir emotions.
• Understand your audience: Tailor your emotional appeals to your listeners’ values, interests, and experiences for greater impact.
• Vary your voice, tone and pitch: Adjusting your vocal delivery can emphasise emotional points, drawing your audience in.
• Use visuals: Images, videos, or meaningful symbols can enhance emotional impact and complement your verbal message.
• Be genuine: Authenticity in expressing emotions creates trust and credibility, fostering a stronger connection with your audience.
• Use pauses effectively: Strategic pauses allow your audience to absorb and reflect on emotional points, enhancing their impact.

Maintaining a balance in pathos

Balancing emotional appeal and over-emotionality in a speech is crucial to maintain credibility and ensure the message is effectively received. 

Pathos strengthens the connection with the audience, making the message resonate on a deeper level. 

However, excessive emotionality can undermine the speaker’s authority, distract from the main message, and potentially manipulate the audience, leading to skepticism or disengagement. 

To strike the right balance, use emotions to complement your message, not dominate it.

Ensure your emotional expressions are authentic, relevant, and proportionate to the content, and always anchor emotional elements with solid facts and logical arguments (logos) and ethical credibility (ethos).

Mastering logos

Logos refers to the logical aspect of persuasion in speech, focusing on reasoned argumentation and evidence-based support to convey a point. 

It’s crucial for establishing a rational foundation for your argument, helping the audience understand and accept your message through clear reasoning, structured information, and factual evidence.

Effective use of logos involves presenting coherent arguments, using reliable data, and logically connecting your points to construct a persuasive narrative. When well-executed, logos informs and convinces the audience through the strength of objective reasoning and substantiated claims.

How to integrate logos

To effectively incorporate logical reasoning and evidence in speeches, consider the following methods:

• Organize your speech with a clear beginning, middle, and end, presenting your argument in a logical sequence.
• Support your points with relevant data, research findings, or statistics that provide concrete evidence.
• Reference credible sources to bolster the validity of your information and enhance your argument’s authority.
• Use analogies to make complex ideas more relatable and understandable, connecting your argument to familiar concepts.
• Acknowledge and refute potential counterarguments, demonstrating the thoroughness of your reasoning.
• Highlight cause-and-effect relationships to illustrate the logical outcomes of specific actions or decisions.
• Provide clear, relevant examples to substantiate your claims and bring abstract ideas to life.

By weaving these elements into your speech, you can strengthen your argument with solid logic and evidence, making your message more persuasive and impactful.

How to integrate ethos, pathos and logos

To create a persuasive speech that effectively blends ethos, pathos, and logos in the following order:

• Ethos: Begin by establishing your credibility. Share relevant qualifications, experiences, or personal stories about your topic, building trust with your audience.
• Pathos: Engage your audience emotionally. Use narratives, anecdotes, or rhetorical questions that resonate emotionally, making your content relatable and memorable.
• Logos: Provide a logical structure to your argument. Include data, facts, and logical reasoning to support your claims, ensuring your speech is rational.

A real-life example

A speech that successfully combines ethos, pathos, and logos is Martin Luther King Jr.’s “I Have a Dream” address. In it:

• Ethos: King establishes his credibility through his status as a pastor and a civil rights leader, referencing the Constitution and the Declaration of Independence to align himself with American ideals.
• Pathos: He evokes strong emotions by painting vivid pictures of African Americans’ struggles, juxtaposing their hardships with their dreams of a better future, and using the refrain “I have a dream” to inspire hope.
• Logos: King supports his call for civil rights with logical arguments about justice and equality, pointing out the inconsistencies in American society that deny African Americans their rights.

This speech remains a powerful example of how ethos, pathos, and logos can be woven together to create a persuasive and memorable message.

Wrapping up

To truly enhance the persuasiveness of your next speech, I encourage you to actively apply the principles of ethos, pathos, and logos. 

Integrate your credentials and experiences to establish ethos, connect emotionally with your audience through pathos, and strengthen your arguments with logical evidence underpinning logos. 

Remember, the most impactful speeches skillfully blend these elements, resonating with the audience on multiple levels. 

Reflect on the feedback, refine your approach, and evolve as a speaker. Your next presentation could be your most persuasive yet!

And it’s always worth supplementing your self-help practices with the support of an experienced public speaking coach who can provide you with more tailored guidance or enrol in an online public speaking short course .

Good luck! And if you want to hear more from me, you can find me on:

• Behind the mic on the Art of Communication Podcast

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Ethos, Logos, & Pathos: The Three Parts of a Persuasive Presentation

Every persuasive speech you’ve heard in your life—a marketing spiel, a political campaign speech, a call to action—is governed by the same three pillars of speech. These pillars have already been laid out more than 2,000 years ago, but they remain as relevant to the persuasive speeches you endeavor today.  

In his work, On Rhetoric , the great philosopher Aristotle spelled out the three elements of appeal that work together to make a speech persuasive: ethos, logos, and pathos. If you want to make your public speaking more compelling, looking into these three pillars is valuable in convincing your audience to hear your message.   

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In this article, we’ll go into detail about what these three pillars mean, and actionable points of how to maximize them on your next presentation. 

What Are Ethos, Logos, and Pathos? 

To successfully give a persuasive presentation, you must look to master these three pillars of persuasive speech: 

• Ethos : the ethical appeal; your authority, credibility, and character
• Logos : the logical appeal; your arguments’ strength, soundness, and coherence
• Pathos : the emotional appeal; your arguments’ emotional bond and impact on your listeners

Let’s put these elements into context and see how they work. Let’s say you are a salesperson trying to sell your company’s newest car to a customer. If you are going for strong Ethos, you can say, “As someone who has worked with cars for 15 years, I can guarantee that this model is the most economical one.”

If you want to attack with Logos, you can load up on the car’s newest features and go, “This car is designed with a new camera system, smart suspension, a multizone climate system, and more latest features to make your drive 200% better than other models.” 

And if you’re going for Pathos, you can say, “Your kids will just love this new car, and it’s perfect in bringing your whole family on a road trip to the beach.” 

Do you see how these pillars each persuade the customer in a different way? All persuasive speakers use a combination of Ethos, Logos, and Pathos to drive the message home and win over their listeners. Understanding the rhetorical triangle and its components is one of the first steps toward improving your presentation skills.

Now let’s go a little deeper to see how you can employ these three pillars to deliver a strong, persuasive presentation yourself.  

But First, Invention 

Before you can decide how you’re going to appeal to your audience, you must first gather the necessary information that will guide you on your feat. As the famous Roman orator Cicero explained, this step is called Invention , the discovery and development of the arguments that govern your message. 

You must do ample research and information gathering, not only about your topic but also about your audience. You must understand your listeners, their interests, inclinations, biases, and expectations. Without this grounding, you’re setting yourself up to blindly create strategies that are not targeted to your listeners. 

Using this research, you can now decide on how you’re going to entice your audience by leveraging the three pillars of persuasion. 

Ethos: The Ethical Appeal

Ethos is all about character. It defines how credible, trustworthy, and relatable you are as a speaker. Before your audience listens to what you have to say, they first examine you to see if you have locus standi , or the right to be heard. 

It’s not enough that you have the credentials or the expertise to talk about the subject, but you need to translate this by building trust and rapport with your audience. You can exude more Ethos if you are confident when you’re presenting, shown in your voice, gait, mannerisms, and even attire.    

Another thing that increases Ethos is similarity and relatability. When presenting, you can use a shibboleth —a specialized term used by a specific group of people—to show that you are in the know. Make the effort to show that you are part of the group and that your message heeds listening to. 

Logos: The Logical Appeal

Logos is all about your arguments. Does your message make sense? Is it supported by facts and evidence? Can it counter any opposing opinion? 

Logos appeals to your audience’s reason and intelligence, and what your listeners are looking for is to find the truth through the facts of the argument. This not only entails traditional facts like statistical data and figures but relevant stories as well. Depending on the context, you can include personal experience and case studies to further amplify the Logos of your speech.   

Your arguments must also be comprehensive and easy to understand. If the context allows, effective visual aids are powerful in making sure your audience grasps the message. To make your slides more appealing and reach your audience, you can design a killer presentation by using free & good backgrounds for presentations .

Pathos: The Emotional Appeal 

Pathos is all about emotional impact. The most memorable and persuasive speeches all had high Pathos, those that stirred strong emotions within us and compelled us to understand and follow the speaker’s point of view. 

Source: free Ethos Pathos Logos PowerPoint template

Choose which emotion you want to evoke in your audience that will amplify your message. If you’re trying to sell a product, induce joy and desire. If you’re asking for donations for a sick patient, induce pity and hope. And don’t forget the power of humor in engaging your audience and increasing your likeability. 

One of the most effective strategies to increase Pathos is to tell a story. Paint a picture, and link an emotional response to the most important parts of your message to make them memorable. 

Understanding Ethos, Pathos, and Logos and how they work is the first step in improving your public speaking and presentation skills . The next step would be to put them into practice. Using some of the actionable points we have shared, plan out how you’re going to best appeal to your audience. Once you’ve mastered the three pillars, your speech is guaranteed to drive its message home. 

Ethos, Logos, and Pathos are valuable benchmarks that you can follow to make sure your presentation is compelling and impactful to your listeners. While some may argue that one pillar is more important than the others, a persuasive speech with a balanced combination of all three pillars of a rhetorical triangle will always be more successful than a speech only focusing on one. 

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Ethos, Pathos And Logos For Persuading The Audience

Great speeches have the power to persuade people to change their opinions about any issue. It’s for this reason that…

Great speeches have the power to persuade people to change their opinions about any issue. It’s for this reason that experts analyze them in great detail.

A common thread among most great speeches is the use of Aristotle’s three modes of persuasion—Ethos, Pathos, and Logos. These are commonly known as Aristotle’s Appeals or rhetorical appeals.

While speakers should study these to make effective speeches, the audience also needs to know about them to identify how they are being persuaded into believing certain points of view.

Ethos, Pathos, Logos: Meaning And Functions

Ethos is an appeal from a position of authority. The audience believes in what speakers have to say when they recognize their authority on any subject.

Speakers can use educational qualifications, work experience, or personal passion to establish their credentials.

For example, you would believe a news story if it appeared on a credible news source like CNN or the BBC rather than if you read about it first on social media. The more credible the source, the stronger your belief in it.

Pathos appeals to the audience’s emotions. Speakers use this technique to sway the audience by creating sympathy for their cause.

Speakers can also appeal to a common issue that is important for most of the audience. They can unite the audience, say, through their love for the nation or their fellow human beings. For example, the Tata Salt advertisement appeals to the patriotism of consumers by talking about how proud the brand is to be the “salt of India”.

Logos appeals to reason and logic. Speakers use logical arguments that lead to a particular conclusion. They also use facts, data, figures, and common truths to convince the audience about their message.

Speakers rely on the audience’s intellect and reasoning faculties to agree with their arguments and the final message.

When speakers can convince the audience that the message they are conveying is the only logical choice, you can assume that they have made good use of the concept of Logos.

How to Leverage Ethos, Pathos, Logos

To effectively use Ethos, Pathos, Logos in public speaking requires dexterity.

Let’s take the example of Ethos. Once speakers establish their credentials, they use them to build rapport with the audience. A foundation of trust is built upon this rapport. It is this trust that they tap into. For example, the Colgate ads feature dentists who endorse the product and say it’s the best. All of us trust dentists so we believe in their message.

Pathos is deeply interlinked with body language. A faltering voice, loss for words, a slumped posture are all subtle ways of demonstrating emotions. Pathos isn’t just limited to emotions; it also uses humor. A well-placed joke can create likeability for the speaker. For example, many well-known standup comedians use jokes and humor to deliver harsh and uncomfortable political truths.

Logos is used a lot, especially in public opinion. It is the preferred tool for academics and public intellectuals. The strength of Logos is that the speaker appeals to the audience’s common sense.

Some believe that Ethos, Pathos, and Logos are distinct approaches and you can use only one at a time. This is not true. All great speakers combine them in their speeches.

Harappa Education’s Speaking Effectively course shows you how to optimize your message using the three Aristotle’s Appeals. The course also teaches you how to make your speeches believable and connect with your listeners. It has sections dedicated to making an impact and using empathy in daily conversations. Sign up now to become a true influencer.

Explore blogs on topics and skills such as the importance of speaking skills , the elevator pitch , and oratory skills in our Harappa Diaries section to learn how to communicate information effectively.

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Persuasive Speech Outline, with Examples

March 17, 2021 - Gini Beqiri

A persuasive speech is a speech that is given with the intention of convincing the audience to believe or do something. This could be virtually anything – voting, organ donation, recycling, and so on.

A successful persuasive speech effectively convinces the audience to your point of view, providing you come across as trustworthy and knowledgeable about the topic you’re discussing.

So, how do you start convincing a group of strangers to share your opinion? And how do you connect with them enough to earn their trust?

Topics for your persuasive speech

We’ve made a list of persuasive speech topics you could use next time you’re asked to give one. The topics are thought-provoking and things which many people have an opinion on.

When using any of our persuasive speech ideas, make sure you have a solid knowledge about the topic you’re speaking about – and make sure you discuss counter arguments too.

Here are a few ideas to get you started:

• All school children should wear a uniform
• Facebook is making people more socially anxious
• It should be illegal to drive over the age of 80
• Lying isn’t always wrong
• The case for organ donation

Read our full list of  75 persuasive speech topics and ideas .

Preparation: Consider your audience

As with any speech, preparation is crucial. Before you put pen to paper, think about what you want to achieve with your speech. This will help organise your thoughts as you realistically can only cover 2-4 main points before your  audience get bored .

It’s also useful to think about who your audience are at this point. If they are unlikely to know much about your topic then you’ll need to factor in context of your topic when planning the structure and length of your speech. You should also consider their:

• Cultural or religious backgrounds
• Shared concerns, attitudes and problems
• Shared interests, beliefs and hopes
• Baseline attitude – are they hostile, neutral, or open to change?

The factors above will all determine the approach you take to writing your speech. For example, if your topic is about childhood obesity, you could begin with a story about your own children or a shared concern every parent has. This would suit an audience who are more likely to be parents than young professionals who have only just left college.

Remember the 3 main approaches to persuade others

There are three main approaches used to persuade others:

The ethos approach appeals to the audience’s ethics and morals, such as what is the ‘right thing’ to do for humanity, saving the environment, etc.

Pathos persuasion is when you appeal to the audience’s emotions, such as when you  tell a story  that makes them the main character in a difficult situation.

The logos approach to giving a persuasive speech is when you appeal to the audience’s logic – ie. your speech is essentially more driven by facts and logic. The benefit of this technique is that your point of view becomes virtually indisputable because you make the audience feel that only your view is the logical one.

• Ethos, Pathos, Logos: 3 Pillars of Public Speaking and Persuasion

Ideas for your persuasive speech outline

1. structure of your persuasive speech.

The opening and closing of speech are the most important. Consider these carefully when thinking about your persuasive speech outline. A  strong opening  ensures you have the audience’s attention from the start and gives them a positive first impression of you.

You’ll want to  start with a strong opening  such as an attention grabbing statement, statistic of fact. These are usually dramatic or shocking, such as:

Sadly, in the next 18 minutes when I do our chat, four Americans that are alive will be dead from the food that they eat – Jamie Oliver

Another good way of starting a persuasive speech is to include your audience in the picture you’re trying to paint. By making them part of the story, you’re embedding an emotional connection between them and your speech.

You could do this in a more toned-down way by talking about something you know that your audience has in common with you. It’s also helpful at this point to include your credentials in a persuasive speech to gain your audience’s trust.

Obama would spend hours with his team working on the opening and closing statements of his speech.

2. Stating your argument

You should  pick between 2 and 4 themes  to discuss during your speech so that you have enough time to explain your viewpoint and convince your audience to the same way of thinking.

It’s important that each of your points transitions seamlessly into the next one so that your speech has a logical flow. Work on your  connecting sentences  between each of your themes so that your speech is easy to listen to.

Your argument should be backed up by objective research and not purely your subjective opinion. Use examples, analogies, and stories so that the audience can relate more easily to your topic, and therefore are more likely to be persuaded to your point of view.

3. Addressing counter-arguments

Any balanced theory or thought  addresses and disputes counter-arguments  made against it. By addressing these, you’ll strengthen your persuasive speech by refuting your audience’s objections and you’ll show that you are knowledgeable to other thoughts on the topic.

When describing an opposing point of view, don’t explain it in a bias way – explain it in the same way someone who holds that view would describe it. That way, you won’t irritate members of your audience who disagree with you and you’ll show that you’ve reached your point of view through reasoned judgement. Simply identify any counter-argument and pose explanations against them.

• Complete Guide to Debating

4. Closing your speech

Your closing line of your speech is your last chance to convince your audience about what you’re saying. It’s also most likely to be the sentence they remember most about your entire speech so make sure it’s a good one!

The most effective persuasive speeches end  with a  call to action . For example, if you’ve been speaking about organ donation, your call to action might be asking the audience to register as donors.

Practice answering AI questions on your speech and get  feedback on your performance .

If audience members ask you questions, make sure you listen carefully and respectfully to the full question. Don’t interject in the middle of a question or become defensive.

You should show that you have carefully considered their viewpoint and refute it in an objective way (if you have opposing opinions). Ensure you remain patient, friendly and polite at all times.

Example 1: Persuasive speech outline

This example is from the Kentucky Community and Technical College.

Specific purpose

To persuade my audience to start walking in order to improve their health.

Central idea

Regular walking can improve both your mental and physical health.

Introduction

Let’s be honest, we lead an easy life: automatic dishwashers, riding lawnmowers, T.V. remote controls, automatic garage door openers, power screwdrivers, bread machines, electric pencil sharpeners, etc., etc. etc. We live in a time-saving, energy-saving, convenient society. It’s a wonderful life. Or is it?

Continue reading

Example 2: Persuasive speech

Tips for delivering your persuasive speech

• Practice, practice, and practice some more . Record yourself speaking and listen for any nervous habits you have such as a nervous laugh, excessive use of filler words, or speaking too quickly.
• Show confident body language . Stand with your legs hip width apart with your shoulders centrally aligned. Ground your feet to the floor and place your hands beside your body so that hand gestures come freely. Your audience won’t be convinced about your argument if you don’t sound confident in it. Find out more about  confident body language here .
• Don’t memorise your speech word-for-word  or read off a script. If you memorise your persuasive speech, you’ll sound less authentic and panic if you lose your place. Similarly, if you read off a script you won’t sound genuine and you won’t be able to connect with the audience by  making eye contact . In turn, you’ll come across as less trustworthy and knowledgeable. You could simply remember your key points instead, or learn your opening and closing sentences.
• Remember to use facial expressions when storytelling  – they make you more relatable. By sharing a personal story you’ll more likely be speaking your truth which will help you build a connection with the audience too. Facial expressions help bring your story to life and transport the audience into your situation.
• Keep your speech as concise as possible . When practicing the delivery, see if you can edit it to have the same meaning but in a more succinct way. This will keep the audience engaged.

The best persuasive speech ideas are those that spark a level of controversy. However, a public speech is not the time to express an opinion that is considered outside the norm. If in doubt, play it safe and stick to topics that divide opinions about 50-50.

Bear in mind who your audience are and plan your persuasive speech outline accordingly, with researched evidence to support your argument. It’s important to consider counter-arguments to show that you are knowledgeable about the topic as a whole and not bias towards your own line of thought.

Understand The Difference Between Ethos, Pathos, And Logos To Make Your Point

• What Is Ethos?
• What Is Pathos?
• What Is Logos?
• Examples Of Each
• What Are Mythos And Kairos?

During an argument, people will often say whatever is necessary to win. If that is the case, they would certainly need to understand the three modes of persuasion, also commonly known as the three rhetorical appeals: ethos , pathos , and logos . In short, these three words refer to three main methods that a person can use to speak or write persuasively. As you’re about to find out, the modes of persuasion are important because a speaker who knows how to effectively use them will have a significant advantage over someone who doesn’t.

The terms ethos , pathos , and logos and the theory of their use can be traced back to ancient Greece to the philosophy of Aristotle . Aristotle used these three concepts in his explanations of rhetoric , or the art of influencing the thought and conduct of an audience. For Aristotle, the three modes of persuasion specifically referred to the three major parts of an argument: the speaker ( ethos ), the argument itself ( logos ), and the audience ( pathos ). In particular, Aristotle focused on the speaker’s character, the logic and reason presented by an argument, and the emotional impact the argument had on an audience.

While they have ancient roots, these modes of persuasion are alive and well today. Put simply, ethos refers to persuasion based on the credibility or authority of the speaker, pathos refers to persuasion based on emotion, and logos refers to persuasion based on logic or reason.

By effectively using the three modes of persuasion with a large supply of rhetorical devices, a speaker or writer can become a master of rhetoric and win nearly any argument or win over any audience. Before they can do that, though, they must know exactly what ethos , pathos , and logos mean. Fortunately, we are going to look closely at each of these three ideas and see if they are really as effective as they are said to be.

⚡️ Quick summary

Ethos , pathos , and logos are the three classical modes of persuasion that a person can use to speak or write persuasively. Specifically:

• ethos (character): known as “the appeal to authority” or “the appeal to credibility.” This is the method in which a person relies on their credibility or character when making an appeal or an argument.
• pathos (emotions): known as “the appeal to emotion.” Pathos refers to the method of trying to persuade an audience by eliciting some kind of emotional reaction.
• logos (logic): known as “the appeal to reason.” This method involves using facts and logical reasoning to support an argument and persuade an audience.

What is ethos ?

The word ethos comes straight from Greek. In Greek, ethos literally translates to “habit,” “custom,” or “character.” Ethos is related to the words ethic and ethical , which are typically used to refer to behavior that is or isn’t acceptable for a particular person.

In rhetoric, the word ethos is used to refer to the character or reputation of the speaker. As a rhetorical appeal, ethos is known as “the appeal to authority” or “the appeal to credibility.” When it comes to ethos , one important consideration is how the speaker carries themself and how they present themselves to the audience: Does it seem like they know what they are talking about? Do they even believe the words they are saying? Are they an expert? Do they have some experience or skills that tell us we should listen to them?

Ethos is important in rhetoric because it often influences the opinion or mood of the audience. If a speaker seems unenthusiastic, unprepared, or inexperienced, the audience is more likely to discount the speaker’s argument regardless of what it even is. On the other hand, a knowledgeable, authoritative, confident speaker is much more likely to win an audience over.

Ethos often depends on more than just the argument itself. For example, a speaker’s word choice, grammar, and diction also contribute to ethos ; an audience may react more favorably toward a professional speaker who has a good grasp of industry jargon and enunciates clearly versus a speaker who lacks the necessary vocabulary and fails to enunciate. Ethos can also be influenced by nonverbal factors as well, such as posture, body language, eye contact, and even the speaker’s choice of clothing. For example, a military officer proudly wearing their uniform bedecked with medals will go a long way to establishing ethos without them saying a single word.

Here as a simple example of ethos :

• “As a former mayor of this city, I believe we can solve this crisis if we band together.”

The speaker uses ethos by alerting the audience of their credentials and experience. By doing so, they rely on their reputation to be more persuasive. This “as a…” method of establishing ethos is common, and you have probably seen it used in many persuasive advertisements and speeches.

What are open-ended questions and how can you use them effectively? Find out here.

What is pathos ?

In Greek, pathos literally translates to “suffering, experience, or sensation.” The word pathos is related to the words pathetic , sympathy , and empathy , which all have to do with emotions or emotional connections. Aristotle used the word pathos to refer to the emotional impact that an argument had on an audience; this usage is still mainly how pathos is used in rhetoric today.

As a rhetorical appeal, pathos is referred to as “the appeal to emotion.” Generally speaking, an author or speaker is using pathos when they are trying to persuade an audience by causing some kind of emotional reaction. When it comes to pathos , any and all emotions are on the table: sadness, fear, hope, joy, anger, lust, pity, etc.

As you probably know from your own life, emotions are a powerful motivating factor. For this reason, relying on pathos is often a smart and effective strategy for persuading an audience. Both positive and negative emotions can heavily influence an audience: for example, an audience will want to support a speaker whose position will make them happy, a speaker who wants to end their sadness, or a speaker who is opposed to something that makes them angry.

Here is a simple example of pathos :

• “Every day, the rainforests shrink and innocent animals are killed. We must do something about this calamitous trend before the planet we call our home is damaged beyond repair.”

Here, the author is trying to win over an audience by making them feel sad, concerned, or afraid. The author’s choice of words like “innocent” and “calamitous” enforce the fact that they are trying to rely on pathos .

What is logos ?

In Greek, the word logos literally translates to “word, reason, or discourse.” The word logos is related to many different words that have to do with reason, discourse, or knowledge, such as logic , logical , and any words that end in the suffixes -logy or -logue .

As a mode of persuasion and rhetorical appeal, logos is often referred to as “the appeal to reason.” If a speaker or author is relying on logos , they are typically reciting facts or providing data and statistics that support their argument. In a manner of speaking, logos does away with all of the bells and whistles of ethos and pathos and cuts to the chase by trying to present a rational argument.

Logos can be effective in arguments because, in theory, it is impossible to argue against truth and facts. An audience is more likely to agree with a speaker who can provide strong, factual evidence that shows their position is correct. On the flip side, an audience is less likely to support an argument that is flawed or entirely wrong. Going further, a speaker that presents a lot of supporting evidence and data to the audience is likely to come across as knowledgeable and someone to be listened to, which earns bonus points in ethos as well.

While Aristotle clearly valued an argument based on reason very highly, we know that logos alone doesn’t always effectively persuade an audience. In your own life, you have likely seen a rational, correct speaker lose an argument to a charismatic, authoritative speaker who may not have the facts right.

Here is a simple example of logos :

• “According to market research, sales of computer chips have increased by 300% in the last five years. Analysis of the industry tells us that the market share of computer chips is dominated by Asian manufacturers. It is clear that the Asian technology sector will continue to experience rapid growth for the foreseeable future.”

In this paragraph, the author is using data, statistics, and logical reasoning to make their argument. They clearly hope to use logos to try to convince an audience to agree with them.

Do you need persuading to take this quiz on identifying ethos, pathos, and logos? We think you’ll be a champion at it.

Examples of ethos , pathos , and logos

Ethos , pathos , and logos can all be employed to deliver compelling and persuasive arguments or to win over an audience. Let’s look at a variety of examples to see how different speakers and authors have turned to these modes of persuasion over the years.

“Come I to speak in Caesar’s funeral. He was my friend, faithful and just to me […] You all did see that on the Lupercal I thrice presented him a kingly crown, Which he did thrice refuse: was this ambition?” —Marc Antony, Julius Caesar by William Shakespeare

In this scene, Marc Antony is trying to win over the Roman people, so Shakespeare has Antony rely on ethos . Antony is establishing himself as both a person of authority in Rome (having the power to offer Caesar a crown) and an expert on Caesar’s true character (Antony was Caesar’s close friend and advisor).

“During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story , and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance.” —Steve Jobs, 2005

Here, Steve Jobs is providing his background–via humblebrag – of being a major figure in several different highly successful tech companies. Jobs is using ethos to provide substance to his words and make it clear to the audience that he knows what he is talking about and they should listen to him.

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“Moreover, though you hate both him and his gifts with all your heart, yet pity the rest of the Achaeans who are being harassed in all their host; they will honour you as a god, and you will earn great glory at their hands. You might even kill Hector; he will come within your reach, for he is infatuated, and declares that not a Danaan whom the ships have brought can hold his own against him.” —Ulysses to Achilles, The Iliad by Homer

In this plea, Ulysses is doing his best to pile on the pathos . In one paragraph, Ulysses is attempting to appeal to several of Achilles’s emotions: his hatred of Hector, his infamous stubborn pride, his sympathy for civilians, and his desire for vengeance.

“I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest—quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality.” —Dr. Martin Luther King Jr., 1963

In this excerpt from his “I Have A Dream” speech, King is using pathos to accomplish two goals at once. First, he is connecting with his audience by making it clear is aware of their plight and suffering. Second, he is citing these examples to cause sadness or outrage in the audience. Both of these effects will make an audience interested in what he has to say and more likely to support his position.

Dr. King’s “I Have A Dream” speech is recognizable and noteworthy for many reasons, including the rhetorical device he employs. Learn about it here.

“Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be. But in the case of an island, or of a country partly surrounded by barriers, into which new and better adapted forms could not freely enter, we should then have places in the economy of nature which would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders. In such case, every slight modification, which in the course of ages chanced to arise, and which in any way favoured the individuals of any of the species, by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement.” —Charles Darwin, On the Origin of the Species , 1859

In this passage, Darwin is using logos by presenting a rational argument in support of natural selection. Darwin connects natural selection to established scientific knowledge to argue that it makes logical sense that animals would adapt to better survive in their environment.

“I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face.” —Al Gore, “The Climate Crisis Is the Battle of Our Time, and We Can Win,” 2019

In this call to action, Al Gore uses logos to attempt to convince his audience of the significance of climate change. In order to do this, Gore both cites an expert in the field and provides a scientifically accurate simile to explain the scale of the effect that greenhouse gases have on Earth’s atmosphere.

What are mythos and kairos ?

Some modern scholars may also use terms mythos and kairos when discussing modes of persuasion or rhetoric in general.

Aristotle used the term mythos to refer to the plot or story structure of Greek tragedies, i.e., how a playwright ordered the events of the story to affect the audience. Today, mythos is most often discussed as a literary or poetic term rather than a rhetorical one. However, mythos may rarely be referred to as the “appeal to culture” or the “appeal to myth” if it is treated as an additional mode of persuasion. According to this viewpoint, a speaker/writer is using mythos if they try to persuade an audience using shared cultural customs or societal values.

A commonly cited example of mythos is King’s “I Have a Dream” speech quoted earlier. King says:

“When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men—yes, black men as well as white men—would be guaranteed the ‘unalienable rights’ of ‘life, liberty and the pursuit of happiness.’ ”

Throughout the speech, King repeatedly uses American symbols and American history ( mythos ) to argue that all Americans should be outraged that Black Americans have been denied freedom and civil rights.

Some modern scholars may also consider kairos as an additional mode of persuasion. Kairos is usually defined as referring to the specific time and place that a speaker chooses to deliver their speech. For written rhetoric, the “place” instead refers to the specific medium or publication in which a piece of writing appears.

Unlike the other modes of persuasion, kairos relates to the context of a speech and how the appropriateness (or not) of a setting affects how effective a speaker is. Once again, King’s “I Have a Dream” speech is a great example of the use of kairos . This speech was delivered at the steps of the Lincoln Memorial during the 100th anniversary of the Emancipation Proclamation at the end of the March on Washington for Jobs and Freedom. Clearly, King intended to use kairos to enhance the importance and timeliness of this landmark speech.

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Ethos, Pathos, Logos: 3 Pillars of Public Speaking

2300 years ago, Aristotle wrote down the secret to being a persuasive speaker , the secret which forms the basis for nearly every public speaking book written since then.

Do you know the secret?

If you don’t, you might be wondering what a 2300-year-old theory has to do with public speaking in the year 2010.

In a word — everything!

In this article , you’ll learn what ethos, pathos, and logos are (the secret!), and what every speaker needs to understand about these three pillars of public speaking.

What are Ethos, Pathos, and Logos?

So, what are ethos, pathos, and logos?

In simplest terms, they correspond to:

• Ethos : credibility (or character) of the speaker
• Pathos : emotional connection to the audience
• Logos : logical argument

Together, they are the three persuasive appeals . In other words, these are the three essential qualities that your speech or presentation must have before your audience will accept your message.

Origins of Ethos, Pathos, Logos — On Rhetoric by Aristotle

• Ethos, Pathos, Logos - Introduction
• What is Ethos?
• How to Establish Ethos
• What is Pathos?
• How to Develop Pathos
• What is Logos?
• How to Convey Logos

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.

Many teachers of communication, speech, and rhetoric consider Aristotle’s On Rhetoric to be a seminal work in the field. 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.

Before you can convince an audience to accept anything you say, they have to accept you as credible .

There are many aspects to building your credibility:

• Does the audience respect you?
• Does the audience believe you are of good character?
• Does the audience believe you are generally trustworthy?
• Does the audience believe you are an authority on this speech topic?

Keep in mind that it isn’t enough for you to know that you are a credible source. (This isn’t about your confidence, experience, or expertise.) Your audience must know this. Ethos is your level of credibility as perceived by your audience.

We will define ethos in greater detail , and we will study examples of how to establish and build ethos .

Pathos is the quality of a persuasive presentation which appeals to the emotions of the audience.

• Do your words evoke feelings of … love? … sympathy? … fear?
• Do your visuals evoke feelings of compassion? … envy?
• Does your characterization of the competition evoke feelings of hate? contempt?

Emotional connection can be created in many ways by a speaker, perhaps most notably by stories . 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.

We will study pathos in greater detail , and look at how to build pathos by tapping into different audience emotions.

Logos is synonymous with a logical argument.

• Does your message make sense?
• Is your message based on facts, statistics, and evidence?
• Will your call-to-action lead to the desired outcome that you promise?

We will see why logos is critical to your success , and examine ways to construct a logical, reasoned argument .

Which is most important? Ethos? Pathos? or Logos?

Suppose two speakers give speeches about a new corporate restructuring strategy.

• The first speaker — a grade nine student — gives a flawless speech pitching strategy A which is both logically sound and stirs emotions.
• The second speaker — a Fortune 500 CEO — gives a boring speech pitching strategy B.

Which speech is more persuasive? Is the CEO’s speech more persuasive, simply because she has much more credibility (ethos)?

Some suggest that pathos is the most critical of the three. In You’ve Got to Be Believed to Be Heard , Bert Decker says that people buy on emotion (pathos) and justify with fact (logos). True? You decide.

Aristotle believed that logos should be the most important of the three persuasive appeals. As a philosopher and a master of logical reasoning, he believed that logos should be the only required persuasive appeal. That is, if you demonstrated logos, you should not need either ethos or pathos.

However, Aristotle stated that logos alone is not sufficient. Not only is it not sufficient on its own, but it is no more important than either of the two other pillars. He argued that all three persuasive appeals are necessary.

Is he right? What do you think?

Next in this Series…

In the next article of this series, we examine ethos in greater detail .

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66 comments.

I once heard these three terms applied to the writings of the apostle Paul and they made good sense then too. You’ve done a tremendous job of introducing these pillars – can’t wait to see what the next few posts hold!

Indeed! Ethos, pathos, and logos apply to all forms of persuasive communication

Great thought-provoking post.

I think the strength of each point relies on your audience, and what you are trying to persuade them of. For example, a sales presentation may use pathos as its main strength, while a financial presentation may use logos.

Ultimately though, I’d agree with Aristotle and say that all three are necessary in order for the speaker to truly get his message across.

Yes, you’re right. It depends on your audience, your message, and the context. In certain situations, one of the three may be more important. The danger, however, is to assume that the other two are of no importance at all, and this is rarely the case.

Excellent article Andrew. Waiting to read more in the following posts.

About the importance of Ethos, Pathos and Logos, I have something to add.

Assume you are going to listen to a talk by a stranger. What comes to mind first (may not be more important)? Ethos. We ask ourselves, who is this person? We try to find more about the person.

You may choose to listen to him or you may choose to ignore.

Once you start listening to him, you are exposed to emotions (in his speech) and the logic in his speech. You can be convinced by either of these. But you will act ONLY if you are emotionally moved. Logic alone is not enough. We all know what is right but how often do we do what is right?

To summarise, I feel Ethos Pathos Logos come in a sequence. Ethos comes first. Hence, we should not compare it to the other two. Between Pathos and Logos I feel humans act on emotions and not on logic. Hence, Pathos scores over Logos (though all of us want to believe that we are more logical and less emotional).

This is my honest take on the subject. Thanks for bringing it up.

Great look at a classic resource, Andrew. The Greeks had mastered the art of persuasive speaking long before PowerPoint!

I tend to agree with Jessica. You decide on the mix of ethos, pathos and logos in your speech after you analyse the audience. An academic audience might judge on ethos, a political rally on pathos, and a finance committee on logos. But in the end, a great speech has a mix of all three.

An interesting and important introduction to making persuasive presentations. Thanks. U L Mehta

Free version online: http://classics.mit.edu/Aristotle/rhetoric.html

Well written, enjoyed very much. Thanks!

I really liked the article.If i have to describe in one word”eyeopener” for an aspiring Speaker.

This is a very interesting article. I really agree with those three points. I use a website called Present.Me to help me with those qualities when public speaking. It allows you to attach a video of yourself presenting to your Powerpoint slides. Not only does it mean you can send a present.me in your place if you cannot attend a presentation, but you can also work on your performance by watching it and hearing yourself. Hope this helps.

I am a CST 100-002 student at Northern Virginia Community College: Annandale Campus.

I think, that all 3 rubrics are very important. Ethos is very improtant, because if you cant trust the speeker or cant find a connection with, you probably will not give enough attention to the whole speech. Next; Pathos. What is a part of Ethos to give your speech more expression. Last but not least; Logos. To deliver a speech that makes sense and everyone can understand.

Student at NVCC public speaking. I personally think a speech that has a logical base with an emotional appeal. An audience can connect better with someones emotions but it must have logic behind it so it can be a good argument or speech. If the audience just hears a speech with ethos it can become boring and hard to connect to.

I am learning about this in My CST 100-02 class from NVCC Annadale campus. I had very little knowledge of ethos, pathos, and logos prior to taking this class. I believe that is it very importan to have all three ethos, pathos, and logos while giving a speech on pursuasion. I also think that pathos is the most important because many people go on an emotional stand. To persude someone, it is necessary to have all three present. It is absolutely amazing that this theroy came in ancient greek from Aristotle. It is the basis to writing a persuasion speech.

As a student in CST 100-02: Principles of Public Speaking at the Annandale Campus of Northern Virginia Community College I should say that as Aristotle said Ethos Pathos and Logos should appeals in one’s speech together. In fact, they complete each other so if a speaker doesn’t have any of these in his speech it looks like a defective speech. Also, about the question that you had that which one is important I can tell that Logos is the answer as Aristotle said. I think Logic can be understood very early by the audience. The best way to prove logic to the audience can be giving some examples to clear everything for them. Although,Pathos is the one that I think should be the second important one after Logos because by the emotion that speaker gives to the audience he can be much effective on them.

I am a CST 100-002 student at Northern Virginia Community College and I have to say this article gives the “secret” to a successful persuasive speech. From my prior knowledge, I know that Aristotle taught the youth to do public speaking which was looked at as a threat to society because persuasive speakers were able to sway people from distancing themselves from their beliefs. With this in mind, I think pathos is the most powerful component of the three pillars because if you connect with the audience, they will engage in what you have to say and it is a lot more memorable with the support of logos.

Hello, my name is Bahaa student in CST 100-36: Principles of Public Speaking at the Annandale Campus of Northern Virginia Community College. After reading this article it opened my eyes to the true factors to presenting a great speech. Ethos, is what can define as reputation. Too be credible you need to be known as a person with good character as well as other things listed. Whatever the speech is about the emotion, the look as well as the tone need to represent it so the audience can feel it.

Great Article. All 3 should always be in a speech if you want to make it good. I think that Pathos is first of all because we all have emotions and is a way we all connect to each other and express what we do and what we say. If you have a connection with Pathos then the other 2 are easily going to follow.

Ethos, Pathos, and logos This article clearly explains the pillars of public speaking, Ethos, Pathos, and Logos. I really enjoyed reading it. In my opinion, all three are essential elements in public speaking; however, depending on different situations, they might differently take part. The best way to determine which one of these factors outweighs the others is by analyzing the audience and kind of speech that is being delivered. For example, if the audience is composed of well educated and high ranked people, maybe ethos and logo come before the pathos; however, in other situations, for example talking for younger audience, the pathos outweigh the other two. Thanks, Jhabiz Nourmohammadi Student in CST 100-02: Principles of Public Speaking at the Annandale Campus of Northern Virginia Community

I am a CTS 100-02 student at NVCC Annandale campus. It could be true that Logos is the most important one. If we deliver message that makes sense and base on facts, automatically people will respect and believe us.

I am a student at the NOVA Annandale Campus CST 100-02. We’ve been learning about this in class and I really think that all three are essential in speech. If you don’t have ethos, you’ve lost your audience before you’ve even finished your speech. If you don’t have pathos, your audience cannot connect on an emotional level, which is important and effective. Logos is also important on a logical basis, you want your speech to have factual evidence and for it to make sense. All three together are a recipe for a great speech.

I am a student at the NOVA Annandale Campus CST 100-02. We’ve been learning about this in class and I really think that all three are essential in speech. If you don’t have ethos, you’ve lost your audience before you’ve even finished your speech. If you don’t have pathos, your audience cannot connect on an emotional level, which is important and effective. Logos is also important on a logical basis, you want your speech to have factual evidence and for it to make sense. All three together are a recipe for a great speech..

I am student in CST 100-36: Principles of Public Speaking at the Annandale Campus of Northern Virginia Community College. By reading this article, I have understood the importance of these three pillars of public speaking. Now I understood that why our professor focused on to know everyone in the class from day one. He was trying to increase Ethos of each student. I also understood that we can improve Pathos and Logos individually but not Ethos. I believe that these three pillars of public speaking played a huge role in first presidential debate.

I am a student in CST 100-36: Principles of Public Speaking at the Annandale Campus of Northern Virginia Community College

Depending on the speech pathos could be the most important pilliar of speech. Motivational speeches or speeches for entertainment certanly draw more from pathos. I agree that logos should be the most important of the three but its clear that popularity is more important, especially for the masses. Looking at the presidential election that it going on, credibility and facts are sidelined to everything else during their campaigns.

I am a student at the NOVA Annandale Campus CST 100-02. I think that a speech should have ethos and pathos to it. Without ethos or pathos there would be a harder time to connect to the speaker. Yes logos is important as well because the speech must make sense but I dont think that it is quite the important

I am from the class Principles of Public Speaking at the Annandale Campus of Northern Virginia Community College.

I remember in my junior year of high school, we spent the whole year learning about incorporating ethos, logos and pathos into all of my English writing. Now I am in college, and learning about it in public speaking. I believe that a speech without ethos, logos and pathos, is not whatsoever an effective speech.

Hi I am a student in CST 100-02 at the Annandale Campus of Northern Virginia Community College.

After reading the article I believe that all are a great way to get your point across and a great way to be heard. But like the scenario above with the 9th grader versus the CEO you do not necessarily have to have all three to be a reliable source.

There is a certain way to hold your self and a certain way of delivery that implies Ethos, If you can come out there with the kind of, lets call it swagger for want of a better term, if you come out there with the kind of swagger that makes you not arrogant but believable and put the force of your confidence behind that act, that is a truly powerful move and that will build your Ethos.

Logos, while important no doubt, I feel is less something to strive for and more of something that should be there before you speak publicly period. If you don’t make sense, how will you be understood? and if you are not understood, your Ethos will go out the window, and if you are not supported by your audience logically by Logos and credibly by Ethos, then you will have Pathos, but it will be negative.

So all three pillars are connected and share the rewards and consequences. Now if you have one you do not necessarily have them all but if you have one in one direction, negative or positive, it is much easier to continue to head in that direction with your audience, and if its negative, its much harder to dig your self out of that hole because we as audience members and listeners do not easily forgive or forget when it comes to rough speech making.

Good article, thought provoking. Makes you think about what you say and why you say it.

William Zach Roberts

Nhat Doan from CST 100-36: Principles of Public Speaking at the Annandale Campus of Northern Virginia Community College. This is a useful article for our persuasive speech later on in the course. Now I know which part I need to focus on in order to deliver a good persuasive speech. Even though I don’t have that much credibility as a student, I believe my logic will fill right in.

Hi I am a CST 100-036 student at Northern Virginia Community College, Annandale Campus. I also think that all are very important. But pathos is more important then the others. By using the element of pathos you connect with your audience, they might even give you credibility. And because they gave you the credit, they believe that you are talking the truth and at the end they even think that your thoughts are logical. That is how religion used as a political power and it is really persuasive for a majority of people.

I am a student at the NOVA Annandale Campus CST 100-02.

It seems to me like these three pillars are like a three legged stool. If you lose one of them it gets incredibly hard not fall down. As a result, a truly great speech will have all three pillars to some degree. However, I notice that in most speeches a speaker will rely on one or two more than the others. Although the others are present in the speech, the take a back seat to one or two of the other pillars.

It is difficult to say which of these pillars is most important. I think it depends on who your audience is to a large degree. However, if I had to pick, I would have to say that pathos seems the most important. Entire countries have been called to war based on emotional appeal. This is a loose argument, though, as all of the pillars are vital to a good speech.

This was a thought provoking article and it will make me think about how I construct my speeches.

I’m a student in CST 100-36: Principles of Public Speaking at the Annandale Campus of Northern Virginia Community College. I feel that this article is very true. If speeches didn’t have these elements then the speech would be defective. You want people to be entertain and learn something with what you have to say. In my opinion, to have a very good speech, you have to have these three elements. A person should stand out so he or she could be remembered as a person who gave a really good speech. Without one or 2 of the elements then the speech is just a speech. It will be very boring to listen to and I would fall asleep. These points are important and people should put them into there everyday speech.

as a student in CST 100-02: Principles of Public Speaking at the Annandale Campus of Northern Virginia Community College i appropriated articles like this it makes me a better speaker. I learned about ethos pathos and logos in history in high school and never thought twice about it but now that i see how it affects a speaker and there audience and the outcome i have a whole new appreciation for them.

I am a cst 100-002 student at nova. Although the 3 persuasive appeals are equally important, i find my self more inclined to use logos but as aristotle said just logos isnt enough, so i think that using a mixture of the three appeals combined with knowledge of the audience, you can create a great speech.

I am a student in this Principles of Public Speaking class at the Annandale Campus of Northern Virginia Community College. I think Ethos, Pathos, Logos are very important in a persuasive speech because we have more opportunities to persuade the audience.

Good evening. I am a student in CST 100-36 at the Annandale campus of NoVa Community College. When in doubt, side with Aristotle. Logos alone is not enough, but having no ethos seems to be a non-starter. Pathos can be incredibly powerful, but cannot stand alone, unless the audience is not paying attention. Obviously having a balance of all three would be best, but if any of them are dispensable, it would be pathos.

Hi, i am student from Nvcc Annandale in Cst 100-036. This article breaks it down easily for me and gives me insight on what a great speech is. The most important to me is definitely Logos(Logic) because even though credibility is important, i think a well put logical speech can cover up for someone who is not as credible as others. If the speech gives good points and evidence, and they can relate it to the audience then ethos might be out shadowed. All 3 of these appeals will make the speech most efficient.

Hello Im CST 100-36 Student from northern virginia community college in Annandale campus. I really thank you because you posted the article that will really help me with the speech. I also believe that the audience can be connect with the speaker who is emotional more easily. But the speech should be also logical at the same time. I will try to remember this article for my future speeches.

Hi, I am a CST 100-036 student at Northern Virginia Community College, Annandale Campus.

The article is very informative. I personally like this topic, which is about the importance of Ethos, Pathos, and Logos. In my perspective, Logos is the most important one among the three. It is the determinant of each and every speech that a person gives. Why? Simply, the content of any speech is most crucial. If a speech delivers truthful contents, includes true facts, gives reasonable examples, audience would love to believe in the speech, as well as the speaker of that speech. Ethos is a factor that help the audience to determine the credibility of the words that the speaker speaks. Pathos is the way to deliver the content of the speech toward the audience. Although each of them contributes to the success of a speech, the content/info from the speech is the most important thing. Audience who wants just the most insight info from the speech, will care only to what the speech mainly concentrates in. Thank you for the article.

Long term (assuming one does not go back over and over again to the audience I think Logos is more important. But if one is trying to persuade in the short term (say a few days) Pathos is stronger. Just my view.

I’m a sixth grade teacher getting ready to prepare students to do a persuasive essay and oral report. Most of the examples they will be seeing prior to this are from the civil rights and abolitionists movement. I understand that most of the examples in logos are “concrete” in nature, and most in pathos are emotional. Where does something like morality and ethics(a large part of the argument against slavery and racism)fit in which has components of both?

Alice, I think you’ve answered your own question. Speakers can use both pathos and logos when making morality and ethical arguments. For example, consider a speech about slavery.

Pathos appeals include things like photographs of slaves being mistreated; descriptions of the horrible conditions on ships bringing slaves across the Atlantic; stories about slaves being ripped from their families and sold at auctions. All of these can invoke very strong emotional responses.

Logos appeals include things like a discussion of basic human rights and freedoms; a step-by-step argument about how slaves were not “better off” in the “care” of their owners; historical traces of slavery in other civilizations. All of these could make use of careful, reasoned logical arguments.

I really am excited to find such a rewarding group ofworthwhile articles on my favorite topic: persuasive speaking!!! Thank you.

This is excellent. As an educator, I refer to your website to teach my students the fundamentals of speech writing. It is succinct and encapsulates the key points in a well-considered manner.

Renee Durieux from CST 100-037N. I think this article made a really good point. It is easy to overlook pathos and ethos and focus only on logos (logic) when writing a speech. Throwing out a bunch of facts on the topic might seem like the best strategy to convince others, but if they don’t trust you, or they are bored they won’t listen. I think each of the three are necessary for a good convincing speech, and therefore none of the three are more important than the others, they must come together.

I’m a student of NOVA and currently taking CST-100 (036N). I agree with the three pillars of public speaking. Being credible is one of the most important thing on a speech and its better to be known as someone that is reliable. The emotional factor has to be the connection with the audience. Lastly the logical argument should make the prefect ending for the speech.

I remember learning this in high school. Very important during an essay. Didn’t think so much about using it towards a speech. Its a refresh and a great way to help with a persuasive speech. I think all are importance, one cant be one without the other. CST 100-36: Principles of Public Speaking at the Annadale Campus of Northern Virginia Community College

I’m a student at NOVA and I’m currently taking CST-100 (036N) with Professor Tirpak. I’ve used Logos, Ethos and Pathos before when writing essays for English but I never thought that they could be used for speeches as well. I also think that the most important of these three pillars would probably be Pathos, simply because connecting with the audience is the most important part of any speech. Ethos is definitely important, because the more credibility you have the more willing people will be to listen to you, but even someone with no credibility can give a fantastic speech by using the power of Pathos.

I am a student in Professor Tirpak’s CST 100-036 class.

These three pillars are what define your speech. While I wouldn’t say that one is inherently more important than the other, I would argue that ethos, pathos, and logos can vary in importance for different types of speeches. A technical report before colleagues will require strict attention to logical argument, while a speech designed to rally a crowd will be more intently focused on pathos. In all speeches though, each of the three aspects should be present.

So glad I came across your article, and have enjoyed following the comments (mostly of students) at the end. I’m signing up for more content loaded six minutes…and for the interaction it stimulates. Lots going on. Thanks!

Thank you so much, this has really been an eye opener.

These three pillars I learnt while at Junior College. Entering the work force and business world has proven how important that lesson was. Great explanations. Thanks.

Just referred to this article to complete an essay! In my essay, we were required to analyze an article and point out where and how the author uses all of the different appeals. It was kinda tricky because I had a news article, and in news articles, the authors “try” to publish “unbiased” pieces, but of course there’s always some bias in their writings to give their newspublisher some leverage. So for me, finding pathos arguments in the news article was pretty tricky. The author mainly relied on ethos and some logos to prove his claims, but thanks to the stuff you posted about pathos, I was able to find one pathos appeal in his article (seriously, there was only one!). Thanks so much for this post!

I think that all three Ethos, Pathos and Logos are essential to master the art of persuasive communication, to not have creditability, or logic then Pathos in my view is useless. Where will you emotions be when you know that the speaker is not credible and have no logics behind his/her speeches?

Nice job Andrew

These articles are truly beneficial to my studies in Criminal Justice

That was a great post Andrew. Being a toastmaster myself and watching the speech again I would say your analysis is very insightful and provides actionable steps to be used in a speech or even meetings and other speaking engagements. I’ve recently wrote a post about Life Lessons that you can derive from his speech and did mentioned your analysis of the speech. You can read it on my blog http://sumo.ly/afaP

Thanks Andrew for introducing such important pillars to learn, can’t wait to read more of your articles for better understanding to exercise.

The most important one is ETHOS because,if you can not display your talent or deliver your message in such a way that your audiences are convinced;you can not gain any respect or high esteem from them.This means you have to show your credibility in your speech through references and quotes of other scholars to effect behavioral change.I AM A PG STUDENT OF SBCC UNIVERSITY OF CALABAR NIGERIA.

Thanks. This site has really helped as i prepared for my CC2

Monica Mombasa, kenya

Watt is the three aspects of credibility? and watt is artistic proof ? I can not understand it!

I think that these are excellent tips because I have to give a speech and make a poster in ELA about a group that is being oppressed (my topic is LGBTQA).You have done a great job on descibing these three topics!

I think Pathos being that connection from sender to receiver or rather speaker to audience is sustained by Logos that logical argument and then gives way to Ethos credibility. That’s just my take on it.

very interesting I like the article he is very emotional and well put together nice.

I think it depends on your audience as well, and your message. I agree that all three are necessary at some point in the presentation to capture your audience attention and keep it throughout the entire presentation.

I believe that pathos is the most important. For example, the Gettysburg Address. There was so much emotion because many soldiers had just died. Ethos would be completely unhelpful in this speech, and logic doesn’t really work in the scenario either. No one wants to hear logic when their friends and family were just killed.

This article has all the required information, which i required for my persuasive presentation. In short it is an eye-opener. Thanks to the author of this article as well as my professor who recommends this article to me.

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33 Blog Links

What is Ethos and Why is it Critical for Speakers? « Pillowtalk Toastmasters — Feb 1st, 2010

Persuasion a La Aristotle | Speaking Freely — Mar 13th, 2010

And politicians get it wrong… regularly… « Reinhardt’s Ramblings — Apr 12th, 2010

Content is king, but watch the queen… « Reinhardt’s Ramblings — May 4th, 2010

A Public Speaking Alphabet | Manner of Speaking — Sep 4th, 2010

Do your slides help? « Reinhardt’s Ramblings — Oct 25th, 2011

3 Rules of Public Speaking | jameskennedybeijing — Nov 3rd, 2011

11 Presentation Tips on 11/11/11 « Alex Rister — Nov 11th, 2011

Modes of Persuasion: Introduction to Ethos « Alex Rister — Dec 14th, 2011

Ethos, pathos, logos « RCM 401: Oral Rhetoric — Jan 4th, 2012

Let the Numbers Tell the Story | Geronimo Coaching Now — Jan 17th, 2012

Presentation Basics « Alex Rister — Feb 5th, 2012

3 Ways Writers can Persuade a Reader | STAGE WRITE with Lynne Gentry, Author — Feb 10th, 2012

Public speaking resources | RCM 300: Effective Professional Communication — Mar 13th, 2012

When Promoting Your Business, Are You Stretch Armstrong? - Simpson Speaks | Simpson Speaks — May 5th, 2012

Nationally Rhetorical | Agent3155 — May 12th, 2012

A Presentation’s Goal Is Not To Entertain « Creating Communication — May 27th, 2012

6 ways to make your messages “sticky” | Leanne W Smith — Aug 5th, 2012

Why don’t we think about non-verbal communication when we’re singing in church? | St. Eutychus — Aug 7th, 2012

Ethos, pathos, logos « convincingly — Aug 21st, 2012

Presentation in the workplace: Delivery | Leanne W Smith — Aug 23rd, 2012

Dumas pathos | Johnbyk — Sep 3rd, 2012

‘Ethos, Pathos, Logos: 3 Pillars of Public Speaking’ by Andrew Dlugan | Communication Weekly Newsletter — Sep 5th, 2012

3 Secrets to Influencing People [video] | Engaging Leader — Oct 12th, 2012

CON SỐ 3 HUYỀN DIỆU « Phung Huy EDU — Oct 21st, 2012

B2B STORYTELLING — Dec 12th, 2012

Best of 2012: My Favorite Things « Creating Communication — Dec 29th, 2012

Six Minutes to the Rescue: Audience Analysis 101 | Tweak Your Slides — Jan 26th, 2013

Reflections on Teaching » Blog Archive » Week 19 2013: Public Speaking — Feb 5th, 2013

What Is Your Ethos Building Story? : Spectacular Speaking Antwerp — Feb 25th, 2013

Logos, Pathos, Ethos – What is More Important? Why? | zachtok — Mar 7th, 2013

The rhetorical triangle updated | Speak for Yourself — May 5th, 2013

Teaching and Learning Persuasion | Creating Communication — May 22nd, 2013

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3 Modes of Persuasion — Ethos, Pathos, and Logos

July 19, 2023

When structuring an argument, whether verbally or in written form, it is important to consider not only the ideas but the ways in which they might be persuasive. This article will explore the three primary modes of persuasion—ethos, pathos, and logos—and demonstrate the various ways you might use them to your advantage. They fall under the heading of rhetoric, which the Oxford English Dictionary defines as “the art of using language effectively so as to persuade or influence others.” These three modes of persuasion were first detailed in Aristotle’s Rhetoric . We’ll begin with the question, what is ethos in persuasion? Then we’ll discuss the pathos persuasive technique and, finally, logos in persuasion.

What Is Ethos in Persuasion?

While the term “ethos” may be unfamiliar you have certainly encountered its use in your day-to-day life. Of the three modes of persuasion, ethos is one that appeals to the speaker’s character or expertise. (The word itself has roots in the Latin and Greek words for “character.”) In this sense the use of ethos is contextual. It relies on some degree of shared knowledge between speaker and listener.

Here are two examples of ethos in practice:

• “As a licensed nutritionist, I strongly recommend you eliminate dairy from your diet.”
• “As a scholar of baroque architecture, I can assure you this local church is nothing out of the ordinary.”

What Is Ethos in Persuasion? (Continued)

Both of these examples use a common construction (“As a…”) in order to establish authority. This construction foregrounds the use of ethos and, as you might notice in the second example, can create a somewhat condescending tone. When we’re looking for it, this particular use of ethos is quite obvious. In everyday usage, however, we often find subtle ways of establishing authority. This might mean citing names or ideas or using a particular linguistic register. Ethos is working on a subtle level far more often than we realize. So, it’s important to keep asking ourselves, what is ethos in persuasion? Whether or not we recognize it for what it is, the persuasive effect is undeniable.

What Is Ethos in Persuasion? — Endorsements

Endorsements—by celebrities, authorities, or other trusted figures—are another example of ethos functioning as one of the modes of persuasion. Do political endorsements ever affect your choice of which candidate to support? How about a blurb on the back cover of a book? If a writer you admire—or a Nobel Prize winner or a former heavyweight champion of the world—describes the book as “life-changing” or a “must-read” or “absolutely spellbinding from start to finish” does it make you want to check out the book for yourself?

Pathos Persuasive Technique

Pathos, the second of the three modes of persuasion, involves an appeal to emotion. This is different from the speaker establishing their own authority. With the pathos persuasive technique, a speaker attempts to stir up emotion in their listener. This is in an effort to bring them to a desired conclusion. There is a wide range of emotions that one might appeal to when using pathos as mode of persuasion. In Rhetoric , Aristotle identified seven emotional dichotomies. These are:

• Anger/Calmness
• Friendship/Enmity
• Fear/Confidence
• Shame/Shamelessness
• Kindness/Unkindness
• Pity/Indignation
• Envy/Emulation

The pathos persuasive technique might involve creating one of these emotions. Thereby the listener might become more receptive to a desired conclusion. On the other hand, the pathos persuasive technique could involve counteracting one of these emotions in the direction of its opposite. It is often effective to move across these dichotomies, activating a nuanced spectrum of emotion in the listener.

For example, if a speaker is attempting to build political support it could be useful to drum up anger towards their opposition. At the same, however, too much reliance on anger will eventually become apparent to an audience. To this end, the speaker will want to fold in moments of calm reflection and create empathy toward the people they are promising to help. This technique would engage with a number of the dichotomies listed above, perhaps most clearly Anger/Calmness and Friendship/Enmity.

Pathos Persuasive Technique — Literary Devices

Literary devices are excellent tools for incorporating the pathos persuasive technique into your writing and speech. Literary devices can create rhythms and emphasize sonic or structural qualities that are particularly compelling. These effects will likely be familiar to you from English classrooms. A rhyme scheme or a metrical pattern, for example, can make a conclusion feel inevitable. Consider for instance the final stanza of John Keats’ “Ode on a Grecian Urn.” (In this context, “thou” refers to the urn.) Keats writes,

O Attic shape! Fair attitude! with brede Of marble men and maidens overwrought, With forest branches and the trodden weed; Thou, silent form, dost tease us out of thought As doth eternity: Cold Pastoral! When old age shall this generation waste, Thou shalt remain, in midst of other woe Than ours, a friend to man, to whom thou say’st, “Beauty is truth, truth beauty,—that is all Ye know on earth, and all ye need to know.

Isn’t there a sense that this is the only way the poem could’ve ended? That this is the only adequate conclusion? This early 19th-century literary example is clearly quite different from how you will be using the pathos persuasive technique. It does demonstrate, however, how pathos can operate through the use of literary devices. How language itself (rather than what’s being said) can be inherently persuasive. To this end, there is a wide range of literary devices that it will be helpful to familiarize yourself with.

Logos in Persuasion

Logos in persuasion refers to a mode of persuasion that relies on logic-based reason. This means structuring an argument in terms of premises (which are similar to hypotheses), supporting evidence, and conclusions. Deductive reasoning and inductive reasoning are two types of logic that it will be helpful to understand.

Logos in Persuasion — Deductive Reasoning

Deductive reasoning involves proving that a conclusion is incontrovertibly true. This is based on the truth of its premises and the ways in which they lead to a conclusion. Here is an example.

• Premise 1: Napoleon was human.
• Premise 2: All humans have mothers.
• Conclusion: Napoleon had a mother.

This example is based on the logical rule that if A=B and B=C then A=C. This rule, however, doesn’t imply that the premises are true (i.e. that A=B and B=C). The conclusion can only be proven to be true if the premises are taken to be true as well. In this example, there isn’t much to argue with, but the logical structure also has the potential to give a false impression of validity.

Logos in Persuasion — Inductive Reasoning

The above example of deductive reasoning proves (or at least claims to prove) the truth of a specific statement. Inductive reasoning, on the other hand, often brings us to more general conclusions. Instead of resulting in a definite, provable conclusion, inductive reasoning results in a probable one. This is the form of reasoning that we use most commonly in our day to day lives. While not definitive, inductive reasoning leads to valid conclusions that are often more compelling than those arrived at through deductive reasoning. As mentioned already, deductive reasoning can at times feel manipulative and overly formal.

Logos in Persuasion — Inductive Reasoning (Inference)

Inference is one of the most common forms of inductive reasoning. An inference is defined most simply as “an idea or conclusion that’s drawn from evidence and meaning.” This could mean recognizing a pattern and reaching a conclusion based on that. For example, based on the fact that the sun has risen each morning for as long as I can remember, I can infer that the sun will rise again tomorrow morning. The conclusion here is that the sun will rise tomorrow morning. The logic doesn’t prove this conclusion—the earth could stop rotating or the sun could suddenly extinguish—but, as you can tell, it’s still quite persuasive.

3 Modes of Persuasion — Practical Applications

Having a clear sense of these three modes of persuasion will be helpful when it comes to constructing an argument in a wide variety of contexts. These are good to keep in mind in the context of a job interview or when writing a statement of purpose for graduate school or even when you’re struggling to convey an idea to a friend.

Thinking in terms of ethos, pathos and logos is an especially good way to improve your public speaking skills . A dynamic speech will generally incorporate each of these modes of persuasion. So, if it feels like something might be missing, or if the tone of your speech seems to slacken, one recourse is to identify the modes of persuasion you are using and to find ways of incorporating others.

A speech that relies entirely on the pathos persuasive technique, for example, could start to feel somewhat redundant. If it goes on for too long it could appear to lack a logical argument or sense of authority. Switching to logos in persuasion or asking yourself, what is ethos in persuasion?, are good ways to keep the listener on their toes. When the listener gets the sense that they know exactly what will come next they often tune out. Even a powerful, and morally justified, appeal to anger will begin to seem rote after some time. Just as an excessive reliance on one’s character or authority (ethos) could have the listener rolling their eyes.

3 Modes of Persuasion — Final Thoughts

As a way to remember the three modes of persuasion, it will be helpful to associate one word with each of them. For ethos, think character. For pathos, think emotion. With logos, just change the last two letters and you have “logic.”

For further practice, try going through a piece of persuasive writing and sorting the paper into the modes of persuasion it is employing. You can use a different colored highlighter for each mode. Likewise, this can also be a good way to edit your own writing. Organizing arguments according to the mode they are employing will give you a sense of the piece’s balance. This can offer insight into how you might revise. It’s important to consider the audience and how the piece will likely be received. Depending on context, different balances of ethos, pathos, and logos will be desired. A political speech, for instance, might rely on pathos while an academic paper should be more heavily skewed towards logos.

In addition to ethos, pathos, and logos—which we can think of as rhetorical modes—there are a number of rhetorical devices that it would be a good idea to familiarize yourself with. These devices will offer a plethora of ways to deploy your understanding of the three modes of persuasion, providing a template for how you might keep a reader or listener engaged.

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Emmett Lewis

Emmett holds a BA in Philosophy from Vassar College and is currently completing an MFA in Writing at Columbia University. Previously, he served as a writing instructor within the Columbia Artists/Teachers community as well as a Creative Writing Teaching Fellow at Columbia, where he taught poetry workshops. In addition, Emmett is a member of the Poetry Board at the Columbia Journal , and his work has been published in HAD , Otoliths , and Some Kind of Opening , among others.

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Resources: Discussions and Assignments

Module 10 assignment: ethos, pathos, logos.

Step 1: Select a persuasive speech topic that you would be interested in presenting.

For example, I want to persuade my audience to adopt a pet.

Step 2: Identify how you would use ethos (speaker credibility) to persuade your audience.

For example, I have been a pet owner for nearly ten years. In those ten years, I have seen a drastic improvement in my quality of life. I get more exercise, have regular companionship, and sleep better knowing I am being protected by my best friend.

Step 3: Identify how you would use pathos (emotional appeals) to persuade your audience.

For example, I will show images of what pets without owners look like. I will also show pictures of the adorable pets available for adoption in my neighborhood. Lastly, I will shoot a video of my dog jumping up and licking my face when I come home after a long day.

Step 4: Identify how you would use logos (factual appeals) to persuade your audience.

For example, I will cite statistics on pets left in shelters have shorter life spans without a pet owner. I will give facts proven by scientists that pet owners live more content and longer lives due to pet ownership.

Assignment Rubric:

• Assignment. Authored by : Misti Wills with Lumen Learning. License : CC BY: Attribution

Classical Persuasive Appeals: Ethos, Pathos, and Logos

In his treatise on rhetoric, written in the fourth century B.C.E. , Aristotle explained that persuasion could be brought about by the speaker’s use of three types of persuasive appeals or proofs —termed logos , pathos , and ethos . The first appeal uses reasoned arguments, the second targets listeners’ emotions, and the third enlists speaker credibility to further the persuasive aims (see Table 24.1 ). According to Aristotle, and generations who followed him to the present day, you can build an effective persuasive speech with any one or a combination of these appeals or proofs, but the most effective persuasive speeches generally make use of all three.

TABLE 24.1 Applying Aristotle’s Three Persuasive Appeals

Logos: Appeals to Reason

Many persuasive speeches focus on issues that require considerable thought. Aristotle used the term logos to refer to persuasive appeals directed at the audience’s rational thinking, or reasoning, on a topic. Should the United States enact stricter immigration laws? Does the U.S. government endanger our privacy with its surveillance programs? When you ask audience members to make an important decision or reach a conclusion regarding a complicated issue, they will look to you to provide solid reasons and evidence—to offer appeals to logos. Appeals based on logical reasoning use arguments as a framework for the appeal. An argument is a stated position, with support, for or against an idea or issue (see Chapter 25 , on “Developing Arguments for the Persuasive Speech”).

Bear in mind that reason—logos—is never divorced from emotion. Emotion always informs our judgments, and appeals to logos contain elements of pathos, just as appeals to pathos contain elements of logos. 7

Appeals to Logos Using the Syllogism

Consider that you are addressing your classmates about starting a local chapter of the Campus Kitchens Project, an organization that enlists student volunteers to recover food from school cafeterias and coordinate its distribution in their communities. To gain their support, you might begin by posing a general statement about hunger with which the audience will likely agree on principle, such as “No one here wants children to go hungry.” Next, you claim that “Two out of five children in our community depend on food banks” and then suggest that “The Campus Kitchens Project will help to alleviate hunger in our community.”

A rational argument of this sort is actually a syllogism , a set of propositions, or statements to be proved, that lead to a conclusion. The first proposition states a general case (also called a major premise ). The second proposition states a specific case ( minor premise ) (e.g., an example of the general case). The conclusion is a necessary consequence of the general and specific cases. The classic example is this:

Syllogisms are a classic form of deductive reasoning , or reasoning from a general condition to a specific instance to a conclusion. Reversing direction, inductive reasoning moves from specific cases to a general conclusion about them. Note that a syllogism can be valid or invalid and true or false . Syllogisms are valid (but not necessarily true) if and only if the conclusion necessarily follows the premises.

A well-developed syllogism will lead listeners to a clearer understanding of an issue; one that is poorly thought through will lead them to unfounded conclusions. Here is an example of a contemporary syllogism that is effectively developed (i.e., is both valid and true):

And here is one that is poorly developed (i.e., valid but untrue):

The preceding example is valid because the conclusion of necessity follows from the premises. However, the conclusion is false because the general case is unfounded—in this instance, there is a hasty generalization , or an assertion that a particular piece of evidence (an isolated case) is true for all individuals or conditions concerned. (See the section on fallacies in reasoning in Chapter 25 .)

Aristotle pointed to another form of syllogism, one that we use far more frequently, both in everyday communication and in speeches. An informal syllogism (also called an enthymeme ) states either a general case or a specific case but not both. The case not stated is assumed to be understood because speaker and audience share knowledge of it, either through common sense, shared values, or universal principles.

The syllogism about regular aerobic exercise above can be restated as an informal syllogism as follows:

Regular aerobic exercise improves heart health . . . so swimming regularly should improve your cardiovascular health .

Note that the statement includes the general case and the conclusion seen in the formal syllogism above, but omits mention of a specific case:

According to Aristotle, informal syllogisms formed the heart of persuasive speeches, because audiences are most persuaded by having something we already know demonstrated to us. 8 The missing premise represents that knowledge. However, as persuasive appeals, informal syllogisms work only when the audience understands and agrees upon the premise left unsaid. Ethically, whether stated or merely implied, the premises that form any logical appeals you offer to the audience must be both valid and true.

Chapter 25 expands on the uses of logical appeals in a persuasive speech and addresses lines of reasoning.

Pathos: Appeals to Emotion

A second powerful means of persuasion first described by classical theorists is appealing to listeners’ emotions. The term Aristotle used for this is pathos . It requires “creating a certain disposition in the audience.” 9 Feelings such as pride, love, compassion, anger, shame, and fear underlie many of our actions and motivate us to think and feel as we do. Appealing to these emotions—that is, using pathos in a speech—helps establish a personal connection with the audience and makes issues more relatable and arguments more compelling.

You can evoke emotion in a speech by using vivid imagery and emotionally charged words, telling compelling stories (especially ones that touch upon shared values such as patriotism, selflessness, faith, and hope), and using repetition and parallelism to create drama and rhythm (see Chapter 16 for guidelines on using these and other techniques of language in a speech). Visual images woven into a speech can also be a powerful means of appealing to the audience’s emotion.

Consider the following example from a speech by Winston Churchill, delivered to the British House of Commons, in June of 1940 following the mass retreat by British and Allied forces from northern France. Here Churchill seeks to fortify the nation for the battles ahead with vivid imagery and emotionally charged words (“odious apparatus of Nazi rule”) and the cadenced repetition of similar phrases (“We shall . . . ”):

Even though large tracts of Europe and many old and famous states have fallen or may fall into the grip of the Gestapo and all the odious apparatus of Nazi rule, we shall not flag or fail . We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender . . . 10

Although emotion is a powerful means of moving an audience, relying solely on naked emotion to persuade will fail most of the time. What actually persuades is the interplay between emotion and logic. As Aristotle stressed, pathos functions as a means to persuasion not by any persuasive power inherent in emotions per se but by the interplay of emotions—or desire—and sound reasoning . Emotion gets the audience’s attention and stimulates a desire to act on the emotion; reason is then presented as justification for the action. For example, a popular television advertisement depicts a grandfatherly man in a series of activities with family members. An announcer makes the logical appeal that people with high blood pressure should maintain their prescribed regimen of medication; this is followed by the emotional appeal “If not for yourself, do it for them.”

Appealing to an audience’s emotions on the basis of sound reasoning ensures that your speech is ethical. However, as seen in the accompanying Ethically Speaking box, there are a host of ways in which emotions can be used unethically.

ETHICALLY SPEAKING

Using Emotions Ethically

The most successful persuaders are those who are able to understand the mind-set of others. With such insight comes the responsibility to use emotional appeals in speeches for ethical purposes. As history attests only too amply, not all speakers follow an ethical path in this regard. Demagogues, for example, clutter the historical landscape. A demagogue relies heavily on irrelevant emotional appeals to short-circuit the listeners’ rational decision-making process. 1 Senator Joseph McCarthy, who conducted “witch hunts” against alleged Communists in the 1950s, was one such speaker. Adolf Hitler, who played on the fears and dreams of German citizens to urge them toward despicable ends, was another master manipulator.

Persuasive speakers can influence their listeners’ emotions by arousing fear and anxiety and by using propaganda.

• Fear and anxiety. Some speakers deliberately arouse fear and anxiety in an audience so that listeners will follow their recommendations. Sometimes this is done by offering a graphic description of what will happen if the audience doesn’t comply (e.g., people will get hurt, children will starve). If used fairly and carefully, the fear appeal has a legitimate place in persuasive speaking. For example, it can be used in health campaigns, as in demonstrating the harm caused by smoking or texting while driving. It can also encourage civic involvement to address pressing social problems, as Josh Fox does in his documentaries Gasland and Gasland 2 , which argue against the environmental harm done by fracking and encourage audiences to speak out against it. The effectiveness of fear appeals depends on whether audience members feel able to do something about the behavior in question after they have heard the speaker’s message. 2
• Propaganda. Speakers who employ propaganda aim to manipulate an audience’s emotions for the purpose of promoting a belief system or dogma. Propagandists tell audiences only what they want their listeners to know, deliberately hiding or distorting opposing viewpoints. For example, filmmaker Michael Moore has been called a “docugandist” for his selective portrayal of events in his documentary films. 3 Propagandists engage in name-calling and stereotyping to arouse their listeners’ emotions.

The propagandist does not respect the audience’s right to choose; nor does the speaker who irresponsibly uses fear appeals. Ethically, speakers who use appeals to emotion should avoid these practices.

Radu Bercan/Shutterstock

Ethos: Appeals Based on the Speaker’s Character

Imagine how you would respond if the president of your country presented him-or herself as seeming not to care about the country’s citizens, as untrustworthy and even unkempt? No matter how well reasoned a message is or which strong emotions its words target, if audience members have little or no regard for the speaker they will not respond positively to his or her persuasive appeals. Aristotle recognized that the nature of the speaker’s character and personality also plays an important role in how well the audience listens to and accepts the message. He referred to this effect of the speaker as ethos , or moral character.

What does a persuasive appeal based on ethos include? The first element is competence , or the speaker’s mastery of the subject matter. Skillfully preparing the speech at all stages, from research to delivery, as well as emphasizing your own expertise, evokes this quality.

The second element of an ethos-based appeal is moral character , as reflected in a straightforward and honest presentation of the message. The speaker’s own ethical standards are central to this element. Current research suggests, for example, that a brief disclosure of personal moral standards relevant to the speech or the occasion made in the introduction of a speech will boost audience regard for the speaker. 11

The final element is goodwill toward the audience. A strong ethos-based appeal demonstrates an interest in and a concern for the welfare of your audience. Speakers who understand the concerns of their listeners and who address their needs and expectations relative to the speech exhibit this aspect of the ethos-based appeal.

DISPLAYING ETHOS IN THE PERSUASIVE SPEECH

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