The Three Pillars

of Persuasion -
Ethos, Pathos, &
Logos
 Ethos - Speaker

Pathos - Audience Logos - Message

“ Of the modes of persuasion furnished by the spoken
word there are three kinds. The first kind depends on
the personal character of the speaker [ethos]; the second
on putting the audience into a certain frame of mind
[pathos]; the third on the proof, or apparent proof,
provided by the words of the speech itself [logos].
Persuasion is achieved by the speaker's personal
character when the speech is so spoken as to make us
think him credible. - Aristotle
What are ethos, Pathos, & Logos?

⬗ Rhetorical tools used in:

⬗ the art of effective or persuasive
speaking
⬗ the art of effective or persuasive writing
⬗ Persuasive techniques
Ethos
appeal to ethics
Definition & uses

➢ an appeal to ethics
➢ focuses on the speaker
➢ used as a means of convincing an audience
via the authority or credibility of the
speaker or writer
➢ this authority or credibility can be based on
notoriety, learning, experience or fame
Examples

➢ As a mother, I do not approve of violent

television shows aimed at young children.
➢ I have worked as a paleontologist for many
years and believe Jurassic Park to be an
excellent film.
➢ Celebrity endorsements
Pathos
appeal to emotion
Definition & uses

➢ appeal to emotion
➢ focuses on the audience
➢ a way of convincing an audience of an
argument by creating an emotional
response
➢ can be via an impassioned plea or a
convincing story.
Examples

➢ That poor defenceless puppy needs a loving

home.
➢ Do you really want to hurt me? Do you
really want to make me cry?
➢ Charity campaigns
Logos
appeal to logic
Definition & uses

➢ appeal to logic
➢ focuses on the message
➢ a way of persuading an audience with
reason
➢ uses facts and figures
Examples

➢ If you do not do your homework, your

grades will suffer.
➢ 97% of students who study abroad found
employment within 12 months of
graduation unlike other students of whom
only 49% found employment within the
same timeframe. This shows that studying
abroad is better.
➢ Political speeches
Understanding Ethos, Pathos, and
Logos will make you more aware of
persuasive arguments.
Understanding the pillars of
persuasion can also help you
construct your own persuasive
writing
Real life example