(4-minute read)

Ethos – Logos – Pathos

“Now the proofs furnished by the speech are of three kinds. The first depends upon the moral character of the speaker, the second upon putting the hearer into a certain frame of mind, the third upon the speech itself, in so far as it proves or seems to prove.”

ARISTOTLE, Rhetoric

Ethos + Logos + Pathos = Persuasion

The three components of Aristotle’s model of communication is a very effective tool and is included in modern curriculum. Students from high school to undergraduate studies often take public speaking courses. In these courses, educators discuss all three components in detail. We will make highlights here.

The three components depend heavily on one another. If one is omitted, communication efforts break down. Effective ethical persuasive communication relies on all three working in unison.

Aristotle taught his philosophy students how to be successful orators for the good of society. Citizens want issues explained by trustworthy experts. They prefer plain language. The experts should also ethically prove that these issues are vital for citizens to consider.

Ethos: The Source’s Credibility

It’s easy to remember what the Greek word ethos means. It is the root word for what we refer to as ethics. But, in this case, Aristotle’s ethos refers not to the moral principles of the presenter. It relates to how the audience perceives the presenter’s credibility or character. It also considers how well the argument is presented.

When developing an argument, either in writing or to formally speak, ethos refers to how the argument is presented. It involves the structure of the communication effort. It also considers whether issues are clearly explained in a way that fosters understanding. The way in which the information is presented (presentation) is critical. How the argument is coherently put together (structure) is often the difference between acceptance or rejection from an audience.

Things to ask:

• Is the speaker/writer explaining things in a way that is distracting?
• Are they going off on tangents, using obscure words, exhibiting poor body language?
• Are they convincing that the topic is important or is there a lazy approach to their presentation?
• Are they building trust without appearing arrogant or elitist? Are facts and figures being used convincingly?
• Are they citing sources?
• Are they distinguishing for the audience what are the “facts” and what is an “opinion?”

Aristotle wanted his students to speak to an audience with integrity. To be persuasive, they needed to be aware of how to use effective communications skills. These skills can be easily be learned.

The first step in effective communications is remaining credible while proposing a clear, appropriate argument for the audience. Coupled with logic these elements go a long way to fostering trust in the speaker/writer and their attempts at communication.

Logos: The Logical Argument Used To Persuade

Just as ethos is the root word for ethics, logos is the Greek word for logic. Persuasive ethical communications not only relies on speaker credibility, but the information being presented also relies on logical reasoning.

The second step for effective communication offering a sound argument using facts, figures, and reason while connecting the dots for the audience

One can have a great deal of credibility and seem trustworthy. Yet, if there are no logical and reasonable elements then effective communication can’t take place. If facts and figures are used but muddled, communication fails.

Often the disconnect between the audience and speaker is that a solid logical presentation is not offered. Ramblings, incoherent statements, language usage, etc. betray any reasoned communication. Effective communication is impossible if there is no connection between the audience and the information being presented. If there is no direct link to what we are ultimately asking of our audience effective communication can’t happen.

Being credible is important for persuasive communication. Using sound reason and logic is equally important. But Aristotle thought that there was one more part just as important as the first two.

Pathos: The Emotional Appeal

The original Greek word, pathos, means suffering, pity, and commiseration. Aristotle’s third step for effective ethical communication focused on his students delivering philosophical arguments with a passionate appeal.

Aristotle insisted that his students be performative, emotive, and relational while arousing emotions in their audience. They were taught to connect emotionally with the audience. They also were expected to communicate expectations to the audience what actions they should take.

For Aristotle’s students to be ethically persuasive they were taught to not only be credible, trustworthy, logical, and sound …they needed to deliver their communication with passion.

So while Aristotle’s formula is:

Ethos + Logos + Pathos = Persuasion

In today’s words that formula might look like this:

Credibility + Facts + Passion = Persuasion

Take away any one of the three elements and effective persuasion can’t happen.

One can show credibility while providing facts and figures. But do so without showing any real purpose, deliver a passionless lecture (hello, professors) and persuasion fails.

Deliver with the superb qualifications, Salesman of the Year, for example. Tell great stories of conquests and sales made with great passion. Yet, if we give few details, facts, and demonstrations, we fail to show the audience how to emulate success. We fail in the second part. Persuasion can’t happen.

Whatever the examples, we need all three elements to be running on all cylinders. This is necessary to be effective, ethical persuaders.

Propaganda vs. Persuasion, Part 4