Aristotelian Appeals: Logos, Ethos, and Pathos

Whenever you read an argument, ask yourself, “Is this persuasive? Why?” There are many
ways to appeal to an audience. Among them are appealing to logos, ethos, and pathos. These
appeals are identifiable in almost all arguments.

To Appeal to LOGOS To Develop ETHOS To Appeal to PATHOS

(logic, reasoning) (character, ethics) (emotion)

: the argument itself; the : how an author builds : words or passages an author
reasoning the author uses; credibility & trustworthiness uses to activate audience
logical evidence emotions

Types of LOGOS Appeals Ways to Develop ETHOS Types of PATHOS Appeals

● Theories/scientific facts ● Author’s profession/ ● Emotionally loaded

● Indicated meanings or background language
reasons (because…) ● Author’s publication ● Vivid descriptions
● Literal or historical ● Appearing sincere, fair ● Emotional examples
analogies minded, knowledgeable ● Anecdotes,
● Definitions ● Conceding to testimonies, or
● Factual data & statistics opposition where narratives about
● Quotations appropriate emotional
● Citations from experts ● Morally/ethically experiences or
& authorities likeable events
● Informed opinions ● Appropriate language ● Figurative language
● Examples (real life for audience and subject ● Emotional tone
examples) ● Appropriate vocabulary (humor, sarcasm,
● Personal anecdotes ● Correct grammar disappointment,
● Professional format excitement, etc.)
● Knowledgeable

Effect on Audience Effect on Audience Effect on Audience

Evokes a cognitive, rational Helps reader to see the author Evokes an emotional
response. Readers get a sense as reliable, trustworthy, response. Persuasion by
of, “Oh, that makes sense” or competent, and credible. The emotion.
“Hmm, that really doesn’t prove
anything.”
How to Talk About It
The author appeals to logos by
defining relevant terms and then
supports his claim with
numerous citations from
authorities.
The author’s use of statistics
and expert testimony are very
convincing logos appeals.
reader might respect the author
or his/her views.
How to Talk About It
Through his use of scientific
terminology, the author builds
his ethos by demonstrating
expertise.
The author’s ethos is effectively
developed as readers see that he
is sympathetic to the struggles
minorities face.
(usually evoking fear,
sympathy, empathy, anger,)
How to Talk About It
When referencing 9/11, the
author is appealing to pathos.
Here, he is eliciting both
sadness and anger from his
readers.
The author’s description of
the child with cancer was a
very persuasive appeal to
pathos.