The Three Appeals

of Argument

Approximately 2300 years ago Aristotle wrote a piece, On Rhetoric, in which he laid out the three elements of persuasion: ethos, logos and pathos.

Rhetoric is defined as the art of persuasion, and Aristotle’s writing on it is considered a seminal work for other how-to guides through the years.

Ethical appeal

Definition: In rhetoric, ethos refers to the values, credibility, and/or background of the speaker

(e.g. shows that the person making the argument has a certain degree of credibility, is of good character and sound sense, and is qualified to be making the argument)

Environmental issues: Al Gore’s ethos vs. Brad Pitt

Guiding Questions: Are you someone worth listening to? Do you know what you’re talking about?

Be your best self…act in such as way as to gain your audience’s trust.

Be(come) an expert on your topic. Give yourself props…let your audience

know how your past experiences have made you a credible source.

Talk to your audience. Know who you’re talking to and speak in terms and with examples they can understand.

Quote reliable sources.

Emotional appeal

Definition: In rhetoric, pathos refers to emotions/feelings

It is appropriate to use emotional appeal in your argument

Trouble occurs when you make this the sole or primary basis of your argument

Guiding Question: Can the reader connect with you on an emotional level? Can you make them care about what you are saying?

Use in conjunction with logos to reach your audience

Emotions appeal to audience more powerfully than reason alone

Can be used effectively in anecdotal evidence

Use humor Use analogies (joblessness is a disease

infecting our nation) Use words, tones, expressions, gestures,

etc that convey emotion Know your audience…universal human

emotions and particular groups’ concerns

Rational appeal

Definition: In rhetoric, logos refers to logic/reasoning.

Based on logical argument & appropriate evidence

Logical arguments commonly of two types:Deductive Inductive

Guiding Question: Does what you are saying make sense? Does your evidence add up to your conclusion?

Be crystal clear….use plain terms and break everything down

Go through sequences and processes (if a=b and b=c, then a=c)

Use data and details Use analogies that they know and

understand Look at the opposing side’s views and

counter them Use real life examples Cite research

Ethos: Are you a credible source? An expert? Have you done your research?

Pathos: Are you connecting to your audience on an emotional level?

Logos: Are your points rational? Have you thought this through? Does your evidence support your thesis?

Logical Appeal (Logos)

Persuasive arguments that speak to readers’ common sense and logic.

Drink Coca-Cola because it will quench your thirst.

Ethical Appeal (Ethos)

Persuasive arguments that address the readers’ sense of right and wrong. They also rely on the reader’s belief that the writer is ethical.

Drink Coca-Cola because the corporation donates many of its profits to local charities.

Emotional Appeal(Pathos)

Persuasive arguments aimed at the readers’ hearts. Emotional appeals speak to emotions such as fear, love, sympathy, and pride. On the negative side, these appeals often appeal to readers’ fears based on stereotypes.

Drink Coca-Cola because its flavor will leave you feeling happy and refreshed.

1. An argument based on evidence2. An argument based on feelings3. An argument based on morality4. An argument based on statistics5. An argument based on reasoning6. An argument based on sympathies7. An argument based on facts8. An argument based on laws9. An argument based on human needs10. An argument based on religious beliefs11. An argument based on justice and

fairness12. An argument based on shocking

anecdotes.