1. Rhetorical Elements of Persuasion
Ethos, Logos, Pathos
Rhetorical Elements of Persuasion

2. What is Rhetoric?
Aristotle defined rhetoric as the ability in any particular case to see the available means of persuasion.

3. What is an Argument?
An academic argument refers to a viewpoint that is backed up with reasons and evidence. The term argument can also be referred to as the claim, the thesis, or the main idea.
The term “rhetorical techniques” refers to the techniques an author uses to make an argument (the argumentative techniques).
Ethos, logos, and pathos are used when constructing an argument.

4. The Rhetorical Triangle
We think of an argument as a triangle for a couple of reasons:
A triangle gives a sense of interdependence. All three aspects of the argument play an equal part.
A triangle is undivided; ethos, logos, and pathos, are inseparable from one another and often blend together.

5. The Rhetorical Triangle cont.
Logos: the appeal of the argument itself– its logic, its consistency, its reasonability
(logical appeal)
Ethos: the argument’s appeal on basis of the speaker (ethical appeal)
Pathos: the argument’s appeal to the audience through emotion (emotional appeal)

6. Ethos
Ethos can also be thought of as authority, character, or credibility. It is based on the author. Who a person is– their position, credentials, and how they present themselves– creates ethos. Answer these questions to determine an author’s ethos:
Does the author have a background that makes him/her an authority on the topic? Do they have credibility?
Do they use credible sources and appropriate evidence?
What is the author’s tone? How a person deals with his or her topic affects their ethos. An argument with a sincere tone can create good ethos.
Does the author use logic to develop the argument? We tend to trust and accept logical arguments.
Does she or he address counterarguments or other opinions and points of view?

7. Logos
Logos refers to the logical appeal of the argument itself. Logos include the facts and evidence used to construct an argument. Think about the following when determining logos:
Are the claims reasonable?
Does the evidence support the claims well?
Does the speaker make logical conclusions?

8. Pathos
Pathos refers to an emotional appeal. Pathos is an appeal to any emotion—anger, guilt, sadness, compassion, etc. Authors often include the following to create pathos:
Shared values between the speaker and audience
An argument that caters to an audience’s beliefs
Emotional examples
Personal stories/anecdotes
Use of an emotional tone
*Caution: What happens when there is too much pathos?