PA

TH
OS

LOGOS
ET
HO
S
THREE
PERSUASIV
E
TECHNIQU
ES
USED IN
RHETORIC
ETHOS, PATHOS, AND LOGOS
Ethos, pathos, and logos are three rhetorical strategies often used to
persuade or inform an audience.
Aristotle introduced these concepts in his explanations of rhetoric,
the art of influencing the thoughts and conduct of an audience.
Each technique appeals to a different aspect of human psychology,
making them effective tools for convincing an audience.
 LOGOS

Appeals to the audience’s logic and reason.

Examples:
• A lawyer using evidence to support their argument in court.
• A business presentation using statistics to demonstrate the
potential success of a new product.
Logos is a persuasive technique that relies on facts,
reasoning, statistics, and logical appeal to engage the
reader’s sense of reason and logic. By employing
these elements in their writing, authors can present a
strong and compelling argument that holds the
attention and respect of their audience.
 ETHOS
Ethos appeals to the credibility and trustworthiness of the
speaker.

Examples:
• A doctor speaking about the benefits of a certain medication
• A celebrity endorsing a new product
• A politician citing their experience and qualifications
Ethos relies on the authority, credibility, and
character of the speaker or writer to persuade the
audience. By properly establishing trust and
expertise, a presenter can effectively utilize
ethos to make their argument more convincing
and reliable.
 PATHOS
Pathos appeals to the emotions of the audience.

Examples:
A charity advertisement showing images of suffering animals or
people
A political speech using powerful and emotive language to
inspire a sense of patriotism
A commercial using humor to create a positive emotional
response
Pathos is a vital aspect of persuasion that appeals to the
audience’s emotions and feelings. This can be achieved
through the use of emotionally charged language,
storytelling, and relatable examples tailored to the
target audience. Successfully incorporating pathos can
create a powerful and persuasive message that
resonates deeply with the audience.
 ETHOS, PATHOS, AND LOGOS IN WRITING
Ethos: Establish the writer’s credibility by providing
background information, citing sources and qualifications, and
demonstrating a clear understanding of the topic.
Pathos: Use narrative elements or real-life examples to evoke
emotions in the reader, such as empathy or sympathy. This
makes the writing more relatable and engaging.
Logos: Support claims with logical reasoning, evidence, and
facts. These can be in the form of research findings, expert
opinions, or well-structured arguments.
 ETHOS, PATHOS, AND LOGOS IN
ADVERTISEMENTS
Ethos: Establish brand credibility by showing expertise,
endorsements from celebrities or experts, or reliability through
testimonials or reviews.
Pathos: Evoke emotional responses from the audience through
visuals, music, or storytelling. Advertisements often tap into emotions
like happiness, nostalgia, or a sense of belonging.
Logos: Present logical reasons or data to support the benefits of the
product or service. This can include statistics, comparative analysis,
or lists of features and benefits.