Three Ways to

Persuade
Pauline, Tracy, Sophia

Explanation of Ethos
Edlund explains ethos as the first thing we
notice when reading or looking at an
advertisement. It creates the first impression
that influences how we perceive the rest. A
writers ethos is created largely by word choice
and style. This kind of argument is usually
considered to be a logical fallacy, but it can be
very effective and is quite common in politics.

Explanation of Logos
In Edlunds article, he states that Logos is an
appeal to logic and rationality. These are both
highly valued in todays society. This type of
persuasion is usually privileged over the other
two types of persuasive strategies because
logic is more reliable than emotions and morals.

Explanation of pathos
In Edlunds article, he states that Pathos is
emotions of the audience, such as anger, pity,
fear, and their opposites influence our
judgments. Our political discourse and
advertising we experience is directed towards
our emotions.

Pyramid of Appeals
Ethos: the writers character
or image

Pathos: The
Emotions of the
Audience

Logos: Logical
Arguments

Summary of article
In Edlunds article, Three Ways to Persuade he
discusses Aristotles ways to persuade; ethos,
logos, and pathos. Ethos is Greek for ethics or
ethical. Logos, which is valued over ethos and
pathos, uses formal reasoning like science or
rhetorical reasoning. Pathos influences rational
judgments because they target peoples
emotion. He explains that these appeals are
used in order to persuade an audience.

Summary of Ethos
Ethos is related to the Greek word ethics or
ethical. Ethos is an important factor in advertising,
both for commercial products and in politics. A writers
ethos is created largely by word choice and style.
When writing a paper, consider these questions;
What can you do to help project this image?
What kind of image do you want to project to your
audience?
What words or ideas do you want to avoid in order
not to harm your image?

Summary of Logos
Logic and rationality are highly valued.
However, formal logic and reasoning are not
appropriate for audiences. Aristotle notes that
people often use enthymeme, which is when
some of the premises remain unstated.
Ex) The bubonic plague swept through Europe
and people assumed it was the cats.
Ex) Artistotles syllogisms

Summary of Pathos
Pathos is known as the persuasive technique
that appeals to the emotions of the audience.
Many people believe decisions are solely
based on rational thought however Aristotle
pointed out that emotions powerfully
influence our rational judgments.
Examples of emotions: Anger, pity, fear, and
their opposites.

Questions
1

Match each photo with the corresponding

advertisement
2

A) Pathos B) Ethos C) Logos

4. What Greek philosopher does Edlund talk about in his article?
5. Who is John Edlund?