1. “Three Ways to Persuade”
A Rhetorical Strategy

2. In his article “Three Ways to Persuade,” John Edlund
discusses Aristotle’s ways to persuade: ethos, logos,
and pathos. Ethos, Greek for ethics or ethical, describes
how the character or image of the speaker is presented
to the audience such as through their goodwill,
authority, or expertise. Logos, which is valued over
ethos and pathos, uses formal reasoning like science or
rhetorical reasoning like syllogisms and enthymemes.
Pathos “influences rational judgments” because they
target people’s emotions, which are motivating forces.
Edlund explains that the use of these appeals can be
effective rhetorical techniques to persuade an audience.

3. Ethos: The Writer’s Character or Image
What character or image appears to the audience?
Goodwill, authority, expertise
Writer’s ethos created by diction & style
What does Edlund use to help explain ethos?
Examples: advertising & celebrities

4. Logos: Logical Arguments
Valued over speaker’s character or audience’s emotions
Formal logic/scientific reasoning
Syllogisms – a form of reasoning
Enthymeme – type of syllogism that is assumed (can lead to faulty assumptions)
Goal is to convince that assumptions are true
What does Edlund use to help explain logos?
Historical Example: Bubonic Plague

5. Pathos: The Emotions of the Audience
Emotions influence rational judgements
Often seen in politics and advertising
What does Edlund use to help explain pathos?
Historical, Political, & Social Examples

6. PAPA Square: Rhetorical Analysis
Answering these questions helps to analyze the rhetoric (persuasive skills) a writer uses
Audience:
Purpose:
Argument:
Persona:
Rhetorical Methods
& Strategies:
Inform, persuade,
entertain
Intended readers
Thesis/main idea
Public image/tone
Ethical Appeals
Emotional Appeals
Logical Appeals
Stylistic Devices

7. Let’s Practice Argument Purpose Audience Persona Rhetorical Strategies
Ethos
Pathos
Logos