Ethos, Logos, and Pathos

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The Art of Rhetoric

• Ethos, Logos, and Pathos

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Rhetoric (n) - the art of speaking or writing
effectively. (Webster's Dictionary)
According to Aristotle, rhetoric is "the ability,
in each particular case, to see the available
means of persuasion." He described three main
forms of rhetoric
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ETHOS

• Ethos is appeal based on the character of the
  speaker, product, or writer.
• An ethos-driven document relies on the reputation
  of the author.
• One question to ask yourself while looking at a
  source to see if it has ethos is Why can I trust
  this source?

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LOGOS

• Logos is appeal based on logic or reason.
• Often, you will see facts, figures, statistics,
  and other sources being used to prove the point
  of the source.
• Documents distributed by companies or
  corporations are logos-driven.
• Scholarly documents are also often logos-driven.

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PATHOS

• Pathos is appeal based on emotion.
• Advertisements tend to be very pathos-driven.
• Remember that pathos can be any emotion evoked by
  the source. These emotions can range depending
  on the audience.

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LAST NOTES ABOUT RHETORIC

• An effective source would incorporate all three
  forms of rhetoric.
• These three forms of rhetoric are often found
  together. For example, very rarely do you find a
  source that only uses ethos.
• However, generally one form may stand out to the
  audience a bit more. In this case, we would say
  the source is more heavily driven by one form of
  rhetoric.
• For example, the ProActiv ads use all three forms
  of rhetoric however, many would argue that they
  are much more heavily ethos driven due to the
  celebrities, testimonials, etc.