Aristotle's Persuasion using Ethos, Pathos and Logos, and the Media

Rhetorical appeal is intended to persuade individuals to think a certain way, conduct themselves in a certain manner, or the purchase particular products. Unlike speech in which an individual relies on their persona and content of speech to get their point across to an audience or consumer, advertisements use images to enhance the impact and appeal of logos, ethos, and pathos.

Logos, ethos, and pathos are essential components used in advertising. By learning to recognize logos, ethos, and pathos in advertising, we are able to understand the message and what is being portrayed. (Albert et al, 2014), suggested that Aristotle postulated that a speaker’s ability to effectively convince an audience is constructed on how well the speaker appeals to that audience in three different areas: logos, ethos, and pathos. These appeals together form what Aristotle calls a rhetorical triangle.

The Charity: Water Campaign, the creators of this ad, utilize the three rhetorical appeals to promote donations for clean water. Pathos is the first rhetorical appeal the audience will see in the "Charity Water: Imagine" ad. Pathos is used to appeal to readers', or in this case viewers', emotions. There are many emotions the creators of this ad could manipulate but the main two seen here are compassion and fear.

Aristotle has an idea that there are three rhetorical appeals people can use to persuade someone else – ethos, pathos and logos. Each of them is very useful and the persuasion will be most effective when three of them are all used. Amy Tan used all in “Mother Tongue.”

In speaking of effective rhetorical persuasion, we must appeal to our target audience in a way that will get them to accept or act upon the point of view we are trying to portray. Aristotle said that we persuade others by three means: (1) by the appeal to their reason (logos); (2) by the appeal to their emotions (pathos); and (3) by the appeal of our personality or character (ethos) (Corbett and Connors 32). When Socrates, an infamous rhetorician, gave his “apology” to his fellow Athenians after being accused of atheism or not believing in the gods and corrupting the youth with similar teachings, he employed all three modes of persuasion to prove his innocence. Despite the

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

Persuasion consists of artistic and inartistic proof. This theory comes from the great Greek philosopher Aristotle. Artistic proof is controlled by the persuader who can control the choice of evidence, the organization of the persuasion, style of delivery, and language choices. Aristotle believed that there were three main types of artistic proof, ethos, pathos, and logos. Ethos is persuasion depending on a source’s credibility. Pathos uses the emotions to appeal to people. Lastly, logos uses the idea of logical and rational appeals. By implementing the three artistic proofs when raising awareness for the disease Lupus it can create great dividends for the cause and rally people to raise awareness.

Aristotle wrote that we can be persuaded by three things: reason (logos), the character of the speaker (ethos), and our own emotions (pathos).

Whether it is by using the written word, a speech, or any other medium, in order to convey a message to an audience, one must have an effective way of communicating one's ideas. The Greek philosopher Aristotle believed that effective speakers use three kinds of appeals to make their arguments convincing; logos, the speaker's actual message, ethos, the credibility of the speaker, and pathos, or the emotional appeal the speaker arises in his or her audience. These rhetorical appeals are present in many aspects of everyday life, including websites. Sites such as elpasozoo.org use these three appeals to effectively communicate with those who visit their page.

The first essential of persuasion involves the structure of the argument being posed by one who is trying to provoke others to action. In order to convince someone of a new argument, idea or moral, one must use the proper methods: logos, ethos and pathos. According to Hauser, “The method

Many writers use several diverse ways to persuade readers into believing them. Some writers may tell a story, provide facts and information, or other ideas to encourage his or her reader to agree with the argument. Aristotle’s rhetorical triangle describes three diverse appeals: logos, pathos, and ethos. Logos is based on facts and reasons explaining logical arguments that rely on information and evidence. Logos is built with enough evidence, data, statistics, and reliable information. Another type of appeal is pathos, which attracts the reader’s emotions and feelings into the work. Many writers who use pathos tend to write about their personal experience and by diction and tone. In addition to logos and pathos, ethos corresponds with

3 Elements of Persuasion Classical rhetoric is a helpful tool to expand brilliant minds today. Classical rhetoric has many forms and can be used many different ways. There are three elements of persuasion in classical rhetoric: logos, ethos, and pathos. When Thomas Jefferson wrote the Declaration of Independence in 1776, he wrote it to persuade the people against the issue, and provide the information that needed to be announced about the King of Britain and how he was terribly treating America. Thomas Jefferson’s document is using these three forms of persuasion to acknowledge the King’s wrongdoings.

Aristotle defined three parts to being an effective communicator: ethos, pathos, and logos. Ethos is the credibility that a speaker or a writer brings to the subject that he or she is communicating about. Some people are able to gain more trust in certain areas because of their experience. Logos is the appeal to reason, to the forcefulness of a well-thought-out and well-structured position. It uses facts and solid evidence to get a writer’s point across. Pathos is the use of emotion in debate or argument. This is used a lot in visuals such as advertisements or videos (Losh, 44) In William Wilson by Edgar Allan Poe, the narrator, who calls himself William Wilson, enrolls in a school and meets another student that looks and acts exactly

The narrative paradigm theory expands on Aristotle’s three means of persuasion: ethos, pathos and logos. Ethos, being the ethical mean of persuasion, plays on the receiver’s

3. Direct marketing – Somewhat effective for emotional appeals, but highly effective for a logical appeal. Direct market typically involves non-personal contact with consumers, which could cause difficulty in creating that emotional appeal.