The Modes of Persuasion

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The Modes of Persuasion
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Aristotle 384 - 322 BCE.

• The modes of persuasion were invented (or
  discovered) by this guy.

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Aristotle Plato

1. Aristotle is the guy on the right
2. Notice how Plato points up toward the heavens
   while Aristotle points toward the Earth

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Plato Aristotle

• Here is how they got their best ideas

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Plato Aristotle

• Just kidding.

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The Modes of Persuasion

1. "Since pisteis come about through these three
   means, it is clear that to grasp an understanding
   of them is the function of one who can reason
   logically and be observant about characters and
   virtues and, third, about emotions." (Aristotle,
   On Rhetoric. 1.2.7)
2. These are the three large scale elements in any
   persuasive writing (or speaking). If you can
   address each of these elements when you are
   writing a persuasive essay, you will be off to a
   good start.

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The Modes of Persuasion

1. Logos
2. Pathos
3. Ethos

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Logos

1. "Persuasion occurs through the arguments logoi
   when we show the truth or the apparent truth from
   whatever is persuasive in each case." (1.2.6)
2. Heraclitus (535-475 BCE) established the term in
   Western philosophy as meaning both the source and
   fundamental order of the cosmos. Pretty cool huh?
3. refers to the internal consistency of the
   message--the clarity of the claim, the logic of
   its reasons, and the effectiveness of its
   supporting evidence. The impact of logos on an
   audience is sometimes called the argument's
   logical appeal.

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Pathos

1. "There is persuasion through the hearers when
   they are led to feel emotion pathos by the
   speech for we do not give the same judgement
   when grieved and rejoicing or when being friendly
   and hostile." (1.2.5)
2. Pathos (Greek for 'suffering' or 'experience') is
   often associated with emotional appeal. But a
   better equivalent might be 'appeal to the
   audience's sympathies and imagination.' An appeal
   to pathos causes an audience not just to respond
   emotionally but to identify with the writer's
   point of view--to feel what the writer feels.

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Ethos

1. "There is persuasion through character whenever
   the speech is spoken or written in such a way
   as to make the speaker worthy of credence for we
   believe fair minded people to a greater extent
   and more quickly than we do others..." (1.2.4)
2. Ethos (Greek for 'character') refers to the
   trustworthiness or credibility of the writer or
   speaker. Ethos is often conveyed through tone and
   style of the message and through the way the
   writer or speaker refers to differing views. It
   can also be affected by the writer's reputation
   as it exists independently from the message--his
   or her expertise in the field, his or her
   previous record or integrity, and so forth. The
   impact of ethos is often called the argument's
   'ethical appeal' or the 'appeal from credibility.'

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Now You Know!

• When writing a persuasive essay, always keep
  logos, pathos, and ethos in mind and you will go
  far!

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One More Funny Picture