Persuasive Language

uasive language and speech. Most significantly, in this work he expounds on the concepts of ethos, logos and

ethos
Ethos is a Greek word meaning ‘character’. In terms of persuasive language, it is
an appeal to authority and credibility. Ethos is a means of
convincing an audience of the reliable character or credibility of the
speaker/writer, or the credibility of the argument.
It is an important tool of persuasion because if you can get your
audience to see you (or your argument) as credible and trustworthy, it will
be much easier to persuade them.

pathos
Pathos is a Greek word meaning ‘suffering’ or ‘experience’, and it is
used in persuasive speech as an appeal to the emotions of the audience.
Pathos is the way of creating a persuasive argument by evoking an
emotional response in the audience/reader.
You can use pathos when trying to persuade, by appealing to an
audience’s hopes and dreams, playing on their fears or worries, or
appealing to their particular beliefs or ideals.

logos
Logos is a Greek word meaning ‘a word’ or ‘reason’. In rhetoric, it is an
appeal to logic and reason. It is used to persuade an audience by logical
thought, fact and rationality.
Logos can be a useful tool of persuasion because if you can ‘prove’
an argument through logical and sound reasoning, your audience is more
likely to be persuaded.

If you can include a combination of these three elements in your persuasiVe speaking and writing,
you will appeal to your audience’s emotions, sense of reasoning and belief in you, and therefore
your writing will be more conVincing. Try to subtly weaVe ethos, pathos and logos into your
persuasiVE writing and speaking.

© Stacey Lloyd 2014

 PERSUASIVE LANGUAGE
Ethos is an
appeal to
ethics; it is How can you incorporate EXAMPLES:
a ethos? m
e
lity of the
persuader.
 You
openly
can

remind
a your
n audience
s who you
are and
o why you
f are an
c authority on
the subject.
o (‘As the
n leading
vi researcher,
I agree…’).
n
ci  You can
establish
n authority
g more subtly
t through the
use of
h jargon or
e specialized
a terms (‘My
quantitative
u research in
di linguistic
e anthropolog
y has
n shown…’).
c  You can
e establish
o credibility
by just
f using
t correct
h grammar
and
e language,
c using
h solid
reasoning
a and good
r argument
a s and
therefore
ct sounding
e credible
r and
trustworthy
o .
r
c
r
e
di
bi

© Stacey Lloyd
2014
» I l h e er ates The speaker is or credit to their opinion.
h no o w carbohydr . has referred to de Somebody with over
a t their extensive r 30 years experience
v
e
be
a
h
a
Wh If your audience experience in to would surely know
believe you to be a this giv what he or she is
go s y qualified, authoritative area, in e talking about .
b od
e hu a use figure, or an expert in
a subject, they are “
e 2 sb
n an P eth more likely to be W
e
d h persuaded by your
m to D os ? argument.
a yo r
r u. i e
r» n TASK ONE: For each of the a
i following, identify whether or not l
Havingn ETHOS is used, and explain your
e l
d u reasoning.
wr t y
f itt r Ethos? Explain
en i n s
o “You
te t as h
r
n i
should
definite
k Yes o
5 su o yo u
cc n ly get u l
8
es a help no d
y sf l with t
e ul your to
go t
a no s debt, &
, r
r ve c I say ple y
s ls i that as as
m e someb e t
a ys n
ody list
n elf c h
with en a
d ,I e to
ca , over m t
I n 30 e.”
tel s years r
c l a experi e
a yo y ence c
n u s of debt i
th p
t at t counse
ling.” e
e thi h
l a .
s “As
l bo t your
ok S
father, I
y is w o
love
o w e m
you
u or e
s and
th o
t h only
bu n
h yi o want
e
a ng u 1 the
t . l bes t
d t for
h» you
o
e My e . l
fri a The d
w en t refo
i d, re m
l w f whe e
© Stacey Lloyd
2014
 o .
t u
h Y
s o
a h u
t o
u m
i l u
t d s
t
w l
e f
a a l
s r o
n s
g s
o a
o r
s e
d e g
. c u
” o l
n a
“The research – d r
conducted by l
professors l y
a .
3 a n
t ”
g
u “I read somewhere that bicarbonate of
H 5 s
a a
g o
r d
v e
. a
a
r “Dentists all over the world are telling i
d 4 t s
h
U e r
n i e
i r a
v l
e p l
r a y
s t
i i u
t e s
y n e
t f
– s u
l
s t
u h f
g e o
g r
e s
s a c
t m l
s e e
a
t t n
h h i
a i n
t n g
g .
y s
© Stacey Lloyd
2014
Y
o
u
s
h
o
u
l
d
t
r
y
i
t
.
”

TASK TWO:
For each of the
following
scenarios, write
your own
persuasive
sentences using
ethos:
1.You are trying
to persuade
your mother
to let you get
a tattoo.

2.You are
attempting to
convince an
audience that
animal testing
is morally
wrong.

3.You are trying

to persuade
your teacher
not to give
you
homework.

© Stacey Lloyd
2014
PERSUASIVE LANGUAGE

How can you incorporate pathos? EXAMPLES: Pathos is an

 You can use descriptive language and imagery, » If you don’t go on this appeal to
which evokes emotions. (‘This life-saving holiday you will regret it. You emotion; it is
dishwasher will enhance your life and lighten your don’t want to live with a means of
load.’)
regrets, do you? convincing
 You can identify values / emotions which relate
particularly to your audience, and play on them.
» You love your dog; so buy the audience
(‘I know you care for your family, so…’) this dog food, as it will help by creating
him to get all his nutrients.
 You can use personal stories to appeal to the an emotional
sympathies and emotions of your audience. (‘When » You have been poorly treated. response.
I lost my job, I knew how important it was to…) You have been taken advantage
of. Now is the time to take
action.

Why use pathos If your audience is emotionally invested and engaged with your
cause or argument, they are more likely to be persuaded.
?
TASK ONE: For each of the following, explain how pathos is used (you must identify the emotional
appeal).
Explain
“Don’t be the last person to get Here the speaker is appealing to the audience’s sense of pride by pointing out that they will be
one. You don’t want to be the laughed at if they don’t get the product. This would make the listener/reader feel compelled to
laughing stock of your school!” get it, in order to maintain their dignity and not hurt their pride.
“If you don’t purchase this life
1 insurance, and something happens to
you, how will your family
survive?”
“We have been mistreated, abused and
2 oppressed. They have benefited from
our suffering and we must act
now!”
“We live in a great democracy. So
3 donate now and support the
troops who are protecting our
freedom.”
“Just eat and don’t complain. Children
4 in Africa are starving and would
give anything to have that plate of
food.”
“Caring for the environment may not
5 change your life, but it will change
the lives of your children.”

TASK TWO: For each of the following scenarios, write your own persuasive sentences using pathos:
1.You are trying to persuade members of your class to volunteer to tutor underprivileged children.
2.You are attempting to convince a friend to join your sports team.

3.You are trying to persuade an audience that they should buy a particular brand of cereal.
 PERSUASIVE LANGUAGE

Logos is an
appeal to How can you incorporate logos? EXAMPLES:
logic; it is a  You can use research and statistics to » I‘ve not eaten meat for 8 years, and
means of back- up your arguments. (‘87% of students I’m fit and healthy; you can’t argue
benefit from textbooks, so...’) that vegetarianism is always
convincing unhealthy.
 You can use logical processes to explain
the your point – ‘if this… then that...’ (‘If you don’t » We have conducted the experiment 57
audience want gum disease, then you should brush times and we get the same results
through regularly.’)
every single time.
rational  You must give convincing, solid evidence
» That is not my wallet. My wallet
thought and and reasons to support your claims. (‘I need a
car: it would make me more independent; save has a tear in it. This wallet has no
reason. me money; improve my life.) tear in it. Therefore, it cannot be
mine.

Why use logos If you can present a logical, rational argument to your audience, which engages
their intellect and sense of reason, they are more likely to be persuaded.
?
TASK ONE: For each of the following, explain whether or not you think that logos is being used
effectively.
Explain
“I need new jeans. Everyone in my
This isn’t an effective use of logos as the reasoning is not logical and convincing.
✓ Firstly, it’s highly unlikely that e v er y o n e has new jeans (hyperbole). Secondly, just
class has new jeans.” because other people have new jeans, it doesn’t logically follow that the speaker
needs them.
“All men and women will die. You
1 are a man. Therefore, you will die
one day.”

“Everyone has children. Therefore,

2 everyone needs to think about
the schooling of his or her
children.”
“You don’t need to jump in front of
a train to know it’s a bad idea; so
3 why do you need to try drugs to
know if they’re damaging?”
“Cigarette smoke contains over 4,800
4 chemicals, 69 of which are known
to cause cancer. So why start
smoking?”
“Every morning the rooster crows, then
5 the sun rises. Therefore the
rooster causes the sun to rise.”

TASK TWO: For each of the following scenarios, write your own persuasive sentences using logos:
1.You are trying to persuade your brother to stop eating chocolate.
2.You are attempting to convince your class that they shouldn’t drink and drive.

3.You are trying to persuade an audience that they should exercise more often.
PERSUASIVE LANGUAGE

3 out of 4 people surveyed said that they prefer our brand to any other. If you care
about your teeth, make the wise choice and buy ShinyWhite before it’s too late.
Pathos and Logos

© Stacey Lloyd
2014
 PERSUASIVE LANGUAGE

For each
pathosoforthe following
logos extracts
is being
in advertisin
used.from advertisements, identify how ethos,
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5
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