Modes of persuasion are one of the most fundamental building blocks of rhetoric, moreover they cover the primary ways an individual might appeal to another individual in order to make a point. These concepts might be used in writing, public speaking, or in conversation as a means of persuasion. Understanding these forms of persuasion and being able to implement them in your arguments, papers, and daily conversations is paramount to being able to gain credibility and convince others of your point.
Logos (Think logic)- Logos is an appeal to the rationality and logic of the audience. Usually and argument of logos uses premises and supporting evidence in a manner that is meant to appeal to a sense of authority within the audience. These arguments are structured, contain premises and reasons that are connected in a logical manner, and utilizes factual information. When appealing to logos the speaker (or writer, ect) should attempt to cultivate as much credibility among the listeners as they can.
Examples of Use of Logos:
- Logical statements based on some form of deductive or inductive reasoning. (All men are mortal, I am a Man; therefore, I am mortal).
- Matter of fact statements that refer to an objective truth or fact.
- Presentation of research or observational findings.
- Citation of statistical data.
Pathos (Think Pathology)- Pathos is an appeal to the emotions and feelings of the audience. Usually an appeal to pathos, incorporates some kind of figurative speech such as metaphor, simile, storytelling, and artistic speaking or writing to appeal to the audience on an emotional level. The purpose is to motivate the audience to feel a certain way; for example, making them more sympathetic to your cause and argument, or mobilizing sentiments of anger or fear to gain support for your arguments.
Examples of the Use of Pathos:
- Use of figurative speech; Metaphor, simile, irony, personification, alliteration ect.
- Using an anecdote or story to make the concept or idea being discussed more relateable to the audience.
- Exaggerating or modifying facts in order to make a stronger emotional appeal.
- Appealing to the artistic or imaginative sensibilities of the audience.
Ethos (Think Ethics)- Ethos is an appeal to the virtues, values, and ethical beliefs of the audience. By appealing to ethos the speaker attempts to establish credibility and that they have the audiences best interest in mind. Usually, in a appeal to ethos the speaker demonstrates some degree of expertise in the area that they are covering as well as positive intentions towards the audience. The speaker can undermine their ethos towards the audience, if they make statements that undermine their credibility or make it appear as though they do not care for the audiences well being.
Examples of Ethos:
- Statements of professional or hands-on experience with the subject matter.
- Direct demonstration of skill or knowledge associated with the subject matter.
- Statements of virtue, values, and ethics that are in line with the ethics of the audience.
- Clear intentions of value or aid towards the audience.
- Declarations of caveats and other issues with the presented argument.
- Using language that is appropriate to the topic being presented.
Examples of negative Ethos:
- Declarations of self interest, malicious intent, or personal gain.
- Undermining your own credibility.
- Speaking of virtues and values that run counter to that of the audience.
- Being too informal in tone or language.
Implementing each of these modes of persuasion can help you get your point across. These modes each have their uses and can be implemented together to insure that your presentation (or paper, ect) fully captivates the audience, convinces them of your authority, and convinces them of your arguments.