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15 Ethos Examples (Appeal to Credibility)

ethos example and definition, explained below

Ethos is one part of the so-called rhetorical triangle. In Aristotle’s Rhetoric, Ethos refers to a technical means of persuasion that has to do with the credibility of the persuader.

Aristotle claims that there are three technical means of persuasion:

“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, ca. 367-322 B.C.E./1926, Book 1, Chapter 2, Section 3).

Each of these corresponds to the three means of persuasion: 

  • Ethos (Appeal to credibility): Persuasion through establishing the character of the speaker.
  • Pathos (Appeal to emotion) : Persuasion through putting the hearer into a certain frame of mind.
  • Logos (Appeal to logic) : Persuasion through proof or seeming proof.

For Aristotle, speech consists of three things: the speaker, the hearer, and the speech. These correspond to ethos, pathos, and logos , respectively. The first of these is the subject of this article.

Definition of Ethos

In rhetoric, ethos, from the Greek word for “character,” refers to persuasion through establishing the authority of the speaker .

According to Aristotle, people follow a trustworthy speaker more readily on almost all subjects and completely so if there are no objective criteria to decide the matter.

The orator is using ethos if their speech is delivered in a manner that makes them seem worthy of confidence (Aristotle, Rhetoric, ca. 367-322 B.C.E./1926, Book 1, Chapter 2, Section 4). 

The importance of ethos in rhetoric can readily be seen through Aristotle’s example: The orator must appear to be of a certain character because this will determine how the audience is disposed towards them.

One’s dispositions toward the speaker will make all the difference,

“…for when a man is favorably disposed towards one on whom he is passing judgement, he either thinks that the accused has committed no wrong at all or that his offence is trifling; but if he hates him, the reverse is the case.” (Aristotle, Rhetoric, ca. 367-322 B.C.E./1926, Book 2, Chapter 1, Section 4).

Effective use of ethos requires three qualities: good sense, virtue, and good will (Aristotle, Rhetoric, ca. 367-322 B.C.E./1926, Book 2, Chapter 1, Section 5). These qualities are necessary and sufficient for the orator. 

15 Examples of Ethos

Example 1: the climate expert.

“As a leading climate scientist with years of experience researching this field, I can assure you that global warming is a pressing issue that requires an urgent and serious response.” 

The first part of the argument above (“As a leading climate scientist with years of experience researching this field”) establishes the speaker’s credibility, which means that the primary means through which the speaker is trying to convince their audience is ethos. For a topic as complex as global warming, the average audience member is far more likely to listen to someone who establishes their credibility from the start than to someone who relies solely on pathos and logos. 

Example 2: The Infectious Disease Expert

“I’ve dedicated over 40 years of my career to studying infectious diseases and their large-scale effects, so I can assert with full confidence that widespread vaccination is crucial for public health.”

It is easy to see that virtually anyone is more likely to trust the medical advice of someone who immediately establishes themselves as a seasoned professional than someone who limits their speech to logical arguments alone.

Example 3: Brand Credibility

The use of ethos is particularly frequent for brands. This is especially true when two competing brands have virtually indistinguishable products in terms of their use value. There would be no logical reason to prefer one brand to another, so each must try to appear more credible than the other. 

Example 4: The Art Critic

“I’ve been an art critic for over 30 years and during that time I’ve never come across a contemporary work of art that has as many layers of meaning as this one.”

This example exploits the peculiar advantages of ethos in matters that have no objective criteria. As Aristotle said, “we feel confidence in a greater degree and more readily in persons of worth in regard to everything in general, but where there is no certainty and there is room for doubt, our confidence is absolute.” (Aristotle, Rhetoric, ca. 367-322 B.C.E./1926, Book 1, Chapter 2, Section 4).

Example 5: The Expert Witness

An expert witness is using ethos (their education, certification, experience, etc.) to establish their testimony as authoritative.

For example, an expert witness might be called up to give evidence about whether an image was doctored or if it was, indeed, the original image that is being presented. The jury is more likely to find the witness credible if they can established that they do indeed have expertise on the topic, making their statement more authoritative.

Example 6: The Seasoned Traveler

“Having visited over 60 countries around the world, my recommendations for which places to visit and which to avoid are based on my years of experience.”

In this example, the speaker is using ethos to establish trustworthiness in an area where the audience members are unlikely to have conflicting experiences. The sheer number of countries they have been to gives them some clout, although we may be having the wool pulled over our eyes if 45 of those countries were merely in transit!

Example 7: The Experienced Entrepreneur

“While I wasn’t born in a particularly well-off family, by age 22 I was already the CEO of a 100 million dollar company. I know what it’s like to go from zero to hundred when it comes to entrepreneurship, so you can rest assured that what I’m about to say is backed up by lived experience.”

The speaker’s appeal to their financial success story is an attempt to prime the audience and make the speech that will follow more persuasive and influential through the use of ethos. 

Example 8: The Former Judge

“As a former judge who presided over hundreds of criminal justice cases, I’ve seen first hand what injustices our system often gives rise to.”

Not only is the speaker establishing their credibility from the start, but ethos is an especially well-suited persuasion technique in such a case because the matter at hand requires personal acquaintance with the topic. It’s not just that a judge will be more knowledgeable about criminal justice than the average person, but a judge would also have access to information that is simply unavailable for others, no matter how well-informed they may be. 

Example 9: The Celebrity Endorsement

While most examples focus on how ethos can be used in speech or writing, we shouldn’t forget that ethos may also be expressed visually.

For example, using images of celebrities or doctors to advertise a product is an example of ethos, because the advertisement is trying to establish its credibility and trustworthiness.

Example 10: The Certified Personal Trainer

“As a certified personal trainer with years of experience coaching professional athletes as well as clients with diverse fitness goals, I can build a training and nutrition program that is a perfect fit for your goals.”

The speaker is using ethos in the first part of the speech to establish credibility. In the context of physical fitness, ethos often has a visual component along with the verbal: the speaker will probably be especially fit and they will make sure you see that because you’re far more likely to take advice from someone who already has the body you want. 

Example 11: The Veteran Educator

“With 25 years of experience in teaching and a doctoral degree in education, I can assure you that early childhood learning lays a vital foundation for a child’s future academic and personal development.”

Here, the speaker uses their academic qualifications and extensive experience to convince the audience about the importance of early childhood education. The ethos is essential as it brings forth a certain level of expertise and credibility to the argument.

Example 12: The Renowned Chef

“Having trained in culinary schools around the world and worked in Michelin-starred restaurants, I can assure you that the art of cooking is much more than just following recipes.”

In this case, the chef uses their international experience and association with esteemed restaurants to validate their point of view about cooking. This is an excellent example of ethos, as it makes the audience value the speaker’s perspective based on their distinguished background.

Example 13: The Skilled Craftsman

“Working as a craftsman for more than 30 years, mastering techniques of pottery and sculpture, I can vouch for the therapeutic benefits of hands-on artistry.”

The speaker uses ethos to enhance the weight of their perspective, drawing upon their lifelong experience in the field of craftsmanship. The audience would likely give more credence to the speaker’s argument due to their established authority in the subject.

Example 14: The Experienced Psychologist

“As a psychologist with over two decades of clinical experience and several research papers in the field of cognitive behavior, I strongly believe that maintaining a positive mindset is crucial for mental health.”

In this instance, the psychologist uses ethos, leveraging their years of practical experience and contribution to scientific research to advocate for the importance of a positive mindset. This use of ethos enhances the credibility of their argument, making the audience more likely to accept their viewpoint.

Example 15: The Professional Environmentalist

“As a professional environmentalist, who has spent the last 20 years advocating for sustainable practices and policies, I can confidently say that adopting renewable energy sources is essential for a sustainable future.”

Here, the speaker uses their long-term dedication to environmental issues and advocacy work to establish their credibility. The ethos in this argument underscores the importance of their message, making it more persuasive to the audience.

Strengths of Ethos

  • Trust: In settings where the audience has little or no knowledge of the topic, the speaker’s appeals to ethos might be the most important means of persuasion. For example, if you know nothing about quantum physics, you may not be able to detect fallacies in arguments about it, and it’s not a subject that’s connected with any strong emotions, so the only thing you may rely on is the speaker’s credibility. 
  • Subjective topics: Ethos, as Aristotle noted, is especially useful in cases where there are no objective criteria to decide the matter. For example, the orator may make greater use of ethos when speaking about a work of art than when debating the merits of a mathematical proof.

Weaknesses of Ethos

  • Insincerity: It is easy for the audience to perceive the speaker’s appeals to ethos as inauthentic. While arguments don’t generally arouse suspicion, an appeal to one’s credentials can make the audience distrust you if done unskillfully. 
  • Objectivity: The converse of Aristotle’s statement about the usefulness of ethos in vague matters is that its utility is limited in matters that have objective criteria. For example, ethos is of no use if the truth of the argument one makes can easily be determined by each audience member for themselves.

Ethos is one of three main technical means of persuasion. In the context of rhetoric, it refers to appeals to the persuader’s credibility and comes from the Greek word for “character.” Like other means of persuasion, it has its strengths and weaknesses. 

See Also: The 5 Types of Rhetorical Situations

Aristotle. (1926). Rhetoric. In Aristotle in 23 Volumes, Vol. 22, translated by J. H. Freese. Harvard University Press. (Original work published ca. 367-322 B.C.E.) 

Rapp, C. (2022). Aristotle’s Rhetoric. In E. N. Zalta (Ed.), The Stanford Encyclopedia of Philosophy (Spring 2022). Metaphysics Research Lab, Stanford University. https://plato.stanford.edu/archives/spr2022/entries/aristotle-rhetoric/

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What Are Logos, Pathos & Ethos?

A straight-forward explainer (with examples)

By: Derek Jansen (MBA) | Reviewer: Eunice Rautenbach (DTech) | June 2023

If you spend any amount of time exploring the wonderful world of philosophy, you’re bound to run into the dynamic trio of rhetorical appeals: logos , ethos and pathos . But, what exactly do they mean and how can you use them in your writing or speaking? In this post, we’ll unpack the rhetorical love triangle in simple terms, using loads of practical examples along the way.

Overview: The Rhetorical Triangle

  • What are logos , pathos and ethos ?
  • Logos unpacked (+ examples)
  • Pathos unpacked (+ examples)
  • Ethos unpacked (+ examples)
  • The rhetorical triangle

What are logos, ethos and pathos?

Simply put, logos, ethos and pathos are three powerful tools that you can use to persuade an audience of your argument . At the most basic level, logos appeals to logic and reason, while pathos appeals to emotions and ethos emphasises credibility or authority.

Naturally, a combination of all three rhetorical appeals packs the biggest punch, but it’s important to consider a few different factors to determine the best mix for any given context. Let’s look at each rhetorical appeal in a little more detail to understand how best to use them to your advantage.

Logos appeals to logic and reason, pathos appeals to emotions and ethos emphasises credibility and/or authority.

Logos appeals to the logical, reason-driven side of our minds. Using logos in an argument typically means presenting a strong body of evidence and   facts to support your position. This evidence should then be accompanied by sound logic and well-articulated reasoning .

Let’s look at some examples of logos in action:

  • A friend trying to persuade you to eat healthier might present scientific studies that show the benefits of a balanced diet and explain how certain nutrients contribute to overall health and longevity.
  • A scientist giving a presentation on climate change might use data from reputable studies, along with well-presented graphs and statistical analyses to demonstrate the rising global temperatures and their impact on the environment.
  • An advertisement for a new smartphone might highlight its technological features, such as a faster processor, longer battery life, and a high-resolution camera. This could also be accompanied by technical specifications and comparisons with competitors’ models.

In short, logos is all about using evidence , logic and reason to build a strong argument that will win over an audience on the basis of its objective merit . This contrasts quite sharply against pathos, which we’ll look at next.

Leveraging logos involves presenting a strong body of evidence, accompanied by sound logic and well-articulated reasoning.

Contrasted to logos, pathos appeals to the softer side of us mushy humans. Specifically, it focuses on evoking feelings and emotions in the audience. When utilising pathos in an argument, the aim is to cultivate some feeling of connection in the audience toward either yourself or the point that you’re trying to make.

In practical terms, pathos often uses storytelling , vivid language and personal anecdotes to tap into the audience’s emotions. Unlike logos, the focus here is not on facts and figures, but rather on psychological affect . Simply put, pathos utilises our shared humanness to foster agreement.

Let’s look at some examples of pathos in action:

  • An advertisement for a charity might incorporate images of starving children and highlight their desperate living conditions to evoke sympathy, compassion and, ultimately, donations.
  • A politician on the campaign trail might appeal to feelings of hope, unity, and patriotism to rally supporters and motivate them to vote for his or her party.
  • A fundraising event may include a heartfelt personal story shared by a cancer survivor, with the aim of evoking empathy and encouraging donations to support cancer research.

As you can see, pathos is all about appealing to the human side of us – playing on our emotions to create buy-in and agreement.

Pathos appeals to the softer side of us humans, as it focuses on evoking strong feelings and emotions in the audience.

Last but not least, we’ve got ethos. Ethos is all about emphasising the credibility and authority of the person making the argument, or leveraging off of someone else’s credibility to support your own argument.

The ethos card can be played by highlighting expertise, achievements, qualifications and accreditations , or even personal and professional associations and connections. Ultimately, the aim here is to foster some level of trust within the audience by demonstrating your competence, as this will make them more likely to take your word as fact.

Let’s look at some examples of ethos in action:

  • A fitness equipment brand might hire a well-known athlete to endorse their product.
  • A toothpaste brand might make claims highlighting that a large percentage of dentists recommend their product.
  • A financial advisor might present their qualifications, certifications and professional memberships when meeting with a prospective client.

As you can see, using ethos in an argument is largely about emphasising the credibility of the person rather than the logical soundness of the argument itself (which would reflect a logos-based approach). This is particularly helpful when there isn’t a large body of evidence to support the argument.

Ethos can also overlap somewhat with pathos in that positive emotions and feelings toward a specific person can oftentimes be extended to someone else’s argument. For example, a brand that has nothing to do with sports could still benefit from the endorsement of a well-loved athlete, just because people feel positive feelings about the athlete – not because of that athlete’s expertise  in the product they’re endorsing.

Ethos emphasises the credibility or authority of the person making the argument, rather than the credibility of the argument itself.

How to use logos, pathos and ethos

Logos, pathos and ethos combine to form the rhetorical triangle , also known as the Aristotelian triangle. As you’d expect, the three sides (or corners) of the triangle reflect the three appeals, but there’s also another layer of meaning. Specifically, the three sides symbolise the relationship between the speaker , the audience and the message .

Logos, ethos and pathos: the rhetorical triangle

Without getting too philosophical, the key takeaway here is that logos, pathos and ethos are all tools that you can use to present a persuasive argument . However, how much you use each tool needs to be informed by careful consideration of who your audience is and what message you’re trying to convey to them.

For example, if you’re writing a research paper for a largely scientific audience, you’ll likely lean more heavily on the logos . Conversely, if you’re presenting a speech in which you argue for greater social justice, you may lean more heavily on the pathos to win over the hearts and minds of your audience.

Simply put, by understanding the relationship between yourself (as the person making the argument), your audience , and your message , you can strategically employ the three rhetorical appeals to persuade, engage, and connect with your audience more effectively in any context. Use these tools wisely and you’ll quickly notice what a difference they can make to your ability to communicate and more importantly, to persuade .

ethos in an argumentative essay

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Ethos word cloud

You can establish ethos—or credibility—in two basic ways: you can use or build your own credibility on a topic, or you can use credible sources, which, in turn, builds your credibility as a writer.

Credibility is extremely important in building an argument, so, even if you don’t have a lot of built-in credibility or experience with a topic, it’s important for you to work on your credibility by integrating the credibility of others into your argument.

Aristotle argued that ethos was the most powerful of the modes of persuasion, and while you may disagree, you can’t discount its power. After all, think about the way advertisers use ethos to get us to purchase products. Taylor Swift sells us perfume, and Peyton Manning sells us pizza. But, it’s really their fame and name they are selling.

With the power of ethos in mind, here are some strategies you can use to help build your ethos in your arguments.

  • If you have specific experience or education related to your issues, mention it in some way.
  • If you don’t have specific experience or education related to your issue, make sure you find sources from authors who do . When you integrate that source information, it’s best if you can address the credibility of your sources. When you have credible sources, you want to let your audience know about them. You can learn more about integrating your source information to effectively address credibility in this Signal Phrases activity in Research .
  • Use a tone of voice that is appropriate to your writing situation and will make you sound reasonable and credible as a writer. Controversial issues can often bring out some extreme emotions in us when we write, but we have to be careful to avoid sounding extreme in our writing, especially in academic arguments. You may not convince everyone to agree with you, but you at least need your audience to listen to what you have to say.
  • Provide good balance when it comes to pathos and logos, which will be explored in the following pages.
  • Avoid flaws in logic —or logical fallacies —which are explored later in this area of the Excelsior OWL.

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9.12: Ethos

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  • Lumen Learning

Learning Objective

  • Describe appeals to ethos
  • Differentiate between types of rhetorical appeals

Appeals to Ethos

Ethos is the defining character or disposition of a person, community, or group. When we refer to ethos as a rhetorical appeal, we are referring to the ways in which credibility, or good character, is established and maintained. As a reader, viewer, or consumer, you need to be aware of the ways an individual or artifact manipulates ethos appeals to strengthen persuasiveness. As an author, you need to craft strong ethos appeals to highlight the credibility of your own work.

Good speakers or writers lead the audience to feel comfortable with their knowledge of a topic. The audience sees them as people worth listening to—clear or insightful thinkers, or at least people who are well informed and genuinely interested in the topic.

When you evaluate an appeal to ethos, you examine how successfully a speaker or writer establishes authority or credibility with his or her intended audience. You ask yourself what elements of the essay or speech would cause an audience to feel that the author is (or is not) trustworthy and credible.

Author’s Background

The first and most obvious marker of ethos is the author’s background. Ask yourself whether the writer’s education or experience provides credibility to speak or write about this issue. Will the audience be persuaded that this individual has authority in this area? Evaluating an appeal to ethos should not stop there, however.

Evidence and Sources

You should also consider the evidence and sources used by the author. Investigate whether the writer or speaker has cited sources or provided opportunities for the audience to access further information on the issue. Does the writer provide complete and accurate information about the issue? Does the writer use the evidence fairly? Does he or she avoid selective use of evidence or other types of manipulation of data? Fair incorporation of credible evidence from authoritative, accessible sources builds ethos.

Acknowledgment of Opposition and Complexity

Finally, consider the author’s willingness to examine the scope and depth of the issue, including arguments that may oppose the author’s position. Does the writer demonstrate familiarity with different opinions and perspectives? Does the writer speak respectfully about people who may have different opinions and perspectives? Does the writer use unbiased language? Does the writer accurately convey the positions of people with whom he or she disagrees? Does the writer avoid oversimplification? Full, even-handed treatment of topics is a marker of ethos.

Manipulative Appeals to Ethos

In a perfect world, everyone would tell the truth, and we could depend upon the credibility of speakers and authors. Unfortunately, that is not always the case. You would expect that news reporters would be objective and tell new stories based upon the facts; however, Janet Cooke, Stephen Glass, Jayson Blair, and Brian Williams all lost their jobs for plagiarizing or fabricating part of their news stories. Janet Cooke’s Pulitzer Prize was revoked after it was discovered that she made up “Jimmy,” an eight-year-old heroin addict (Prince, 2010). Brian Williams was fired as anchor of the NBC Nightly News for exaggerating his role in the Iraq War.

Others have become infamous for claiming academic degrees that they didn’t earn as in the case of Marilee Jones. At the time of discovery, she was Dean of Admissions at Massachusetts Institute of Technology (MIT). After 28 years of employment, it was determined that she never graduated from college (Lewin, 2007). However, on her website ( http://www.marileejones.com ) she is still promoting herself as “a sought-after speaker, consultant and author” (para. 1) and “one of the nation’s most experienced College Admissions Deans” (para. 2).

Establishing Ethos

Establishing ethos in your own writing is all about using credibility—either your own or that of your sources—in order to be persuasive. Essentially, ethos is about believability. Will your audience find you believable? What can you do to ensure that they do?

You can establish ethos—or credibility—in two basic ways: you can use or build your own credibility on a topic, or you can use credible sources, which, in turn, builds your credibility as a writer.

Credibility is extremely important in building an argument, so, even if you don’t have a lot of built-in credibility or experience with a topic, it’s important for you to work on your credibility by integrating the credibility of others into your argument.

Aristotle argued that ethos was the most powerful of the modes of persuasion, and while you may disagree, you can’t discount its power. After all, think about the way advertisers use ethos to get us to purchase products. Taylor Swift sells us music, and LeBron James sells us basketball. Their fame, names, and expertise are selling us products.

With the power of ethos in mind, here are some strategies you can use to help build your ethos in your arguments.

strategies for building ethos

If you have specific experience or education related to your issues, mention it in some way.

If you don’t have specific experience or education related to your issue, make sure you find sources from authors who do. When you integrate that source information, it’s best if you can address the credibility of your sources. When you have credible sources, you want to let your audience know about them. Introduce your sources with signal phrases that highlight their authority, such as, “Harvard Distinguished Professor of Philosophy Joseph Menson notes” or “According to a study by the University of Berkeley’s School of Economics.” Highlight any other factors about the source that might accentuate credibility, such as the nature, length, or size of research studies.

Use a reasoned tone that is appropriate to your writing situation and will make you sound credible as a writer. Controversial issues can often bring out some extreme emotions in us when we write, but we have to avoid sounding extreme, especially in academic arguments. You may not convince everyone to agree with you, but you at least need your audience to listen to what you have to say.

Avoid logical fallacies that misuse ethos appeals , such as ad hominem, false authority, guilt by association, poisoning the well, transfer fallacy, name-calling, plain folk, and testimonial.

Kairos and Ethos

You can also use kairos as a strategy for building ethos. You’ll recall that kairos refers to a favorable moment for action. Most issues have energy or agency within certain time frames. Think about Martin Luther King, Junior’s “I Have a Dream” speech. It was the right speech for the right time. Choosing to write about an issue that has current energy and interest contributes to your ethos by presenting you as an engaged, aware writer who is willing to tackle important issues in critical times.

Summarizing Rhetorical Appeals

Rhetorical appeals are powerful tools of persuasion for writers and speakers. Now that you have learned to recognize, evaluate, and establish those appeals, apply them to your own college work and keep these basic principles in mind:

  • Understand that appeals to logos are contextual and must be sufficient, typical, accurate, and relevant to be valid in an argument. Also, be aware that facts and data can be easily manipulated and misused.
  • Be aware of appeals to pathos as both reader and writer. As a reader, be aware of how a piece works to connect through emotions, attitudes, values, and/or beliefs rather than through logos and ethos. As a writer, be careful not to overly rely on appeals to emotion.
  • Establish ethos appeals by highlighting relevant education and experience, acknowledging opposition and complexity, and avoiding manipulative appeals.

Watch this video to see one student share an analysis of ethos, pathos, and logos in an article he read for class.

You can view the transcript for “Analyze This: Modes of Persuasion” here (opens in new window) .

Contributors and Attributions

  • Introduction to Ethos. Provided by : University of Mississippi. License : CC BY-SA: Attribution-ShareAlike
  • Revision and Adaptation. Provided by : Lumen Learning. License : CC BY: Attribution
  • Ethos. Provided by : Excelsior College. Located at : http://owl.excelsior.edu/argument-and-critical-thinking/modes-of-persuasion/modes-of-persuasion-ethos/ . License : CC BY: Attribution
  • Summary of Rhetorical Appeals. Authored by : Karen Forgette, Guy Krueger, Andrew Davis. Provided by : University of Mississippi. License : CC BY-SA: Attribution-ShareAlike
  • Analyze This Video. Provided by : Excelsior OWL. Located at : https://owl.excelsior.edu/argument-and-critical-thinking/modes-of-persuasion/modes-of-persuasion-analyze-this/ . License : CC BY: Attribution
  • Modes of Persuasion Activity. Provided by : Excelsior OWL. Located at : https://owl.excelsior.edu/argument-and-critical-thinking/modes-of-persuasion/modes-of-persuasion-activity/ . License : CC BY: Attribution
  • The Logical Structure of Arguments. Provided by : Radford University. Located at : lcubbison.pressbooks.com/chapter/core-201-analyzing-arguments/. Project : Core Curriculum Handbook. License : Public Domain: No Known Copyright

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Using Rhetorical Strategies for Persuasion

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These OWL resources will help you develop and refine the arguments in your writing.

There are three types of rhetorical appeals, or persuasive strategies, used in arguments to support claims and respond to opposing arguments. A good argument will generally use a combination of all three appeals to make its case.

Logos or the appeal to reason relies on logic or reason. Logos often depends on the use of inductive or deductive reasoning.

Inductive reasoning takes a specific representative case or facts and then draws generalizations or conclusions from them. Inductive reasoning must be based on a sufficient amount of reliable evidence. In other words, the facts you draw on must fairly represent the larger situation or population. Example:

In this example the specific case of fair trade agreements with coffee producers is being used as the starting point for the claim. Because these agreements have worked the author concludes that it could work for other farmers as well.

Deductive reasoning begins with a generalization and then applies it to a specific case. The generalization you start with must have been based on a sufficient amount of reliable evidence.Example:

In this example the author starts with a large claim, that genetically modified seeds have been problematic everywhere, and from this draws the more localized or specific conclusion that Mexico will be affected in the same way.

Avoid Logical Fallacies

These are some common errors in reasoning that will undermine the logic of your argument. Also, watch out for these slips in other people's arguments.

Slippery slope: This is a conclusion based on the premise that if A happens, then eventually through a series of small steps, through B, C,..., X, Y, Z will happen, too, basically equating A and Z. So, if we don't want Z to occur A must not be allowed to occur either. Example:

In this example the author is equating banning Hummers with banning all cars, which is not the same thing.

Hasty Generalization: This is a conclusion based on insufficient or biased evidence. In other words, you are rushing to a conclusion before you have all the relevant facts. Example:

In this example the author is basing their evaluation of the entire course on only one class, and on the first day which is notoriously boring and full of housekeeping tasks for most courses. To make a fair and reasonable evaluation the author must attend several classes, and possibly even examine the textbook, talk to the professor, or talk to others who have previously finished the course in order to have sufficient evidence to base a conclusion on.

Post hoc ergo propter hoc: This is a conclusion that assumes that if 'A' occurred after 'B' then 'B' must have caused 'A.' Example:

In this example the author assumes that if one event chronologically follows another the first event must have caused the second. But the illness could have been caused by the burrito the night before, a flu bug that had been working on the body for days, or a chemical spill across campus. There is no reason, without more evidence, to assume the water caused the person to be sick.

Genetic Fallacy: A conclusion is based on an argument that the origins of a person, idea, institute, or theory determine its character, nature, or worth. Example:

In this example the author is equating the character of a car with the character of the people who built the car.

Begging the Claim: The conclusion that the writer should prove is validated within the claim. Example:

Arguing that coal pollutes the earth and thus should be banned would be logical. But the very conclusion that should be proved, that coal causes enough pollution to warrant banning its use, is already assumed in the claim by referring to it as "filthy and polluting."

Circular Argument: This restates the argument rather than actually proving it. Example:

In this example the conclusion that Bush is a "good communicator" and the evidence used to prove it "he speaks effectively" are basically the same idea. Specific evidence such as using everyday language, breaking down complex problems, or illustrating his points with humorous stories would be needed to prove either half of the sentence.

Either/or: This is a conclusion that oversimplifies the argument by reducing it to only two sides or choices. Example:

In this example where two choices are presented as the only options, yet the author ignores a range of choices in between such as developing cleaner technology, car sharing systems for necessities and emergencies, or better community planning to discourage daily driving.

Ad hominem: This is an attack on the character of a person rather than their opinions or arguments. Example:

In this example the author doesn't even name particular strategies Green Peace has suggested, much less evaluate those strategies on their merits. Instead, the author attacks the characters of the individuals in the group.

Ad populum: This is an emotional appeal that speaks to positive (such as patriotism, religion, democracy) or negative (such as terrorism or fascism) concepts rather than the real issue at hand. Example:

In this example the author equates being a "true American," a concept that people want to be associated with, particularly in a time of war, with allowing people to buy any vehicle they want even though there is no inherent connection between the two.

Red Herring: This is a diversionary tactic that avoids the key issues, often by avoiding opposing arguments rather than addressing them. Example:

In this example the author switches the discussion away from the safety of the food and talks instead about an economic issue, the livelihood of those catching fish. While one issue may affect the other, it does not mean we should ignore possible safety issues because of possible economic consequences to a few individuals.

Ethos or the ethical appeal is based on the character, credibility, or reliability of the writer. There are many ways to establish good character and credibility as an author:

  • Use only credible, reliable sources to build your argument and cite those sources properly.
  • Respect the reader by stating the opposing position accurately.
  • Establish common ground with your audience. Most of the time, this can be done by acknowledging values and beliefs shared by those on both sides of the argument.
  • If appropriate for the assignment, disclose why you are interested in this topic or what personal experiences you have had with the topic.
  • Organize your argument in a logical, easy to follow manner. You can use the Toulmin method of logic or a simple pattern such as chronological order, most general to most detailed example, earliest to most recent example, etc.
  • Proofread the argument. Too many careless grammar mistakes cast doubt on your character as a writer.

Pathos , or emotional appeal, appeals to an audience's needs, values, and emotional sensibilities.  Pathos can also be understood as an appeal to audience's disposition to a topic, evidence, or argument (especially appropriate to academic discourse). 

Argument emphasizes reason, but used properly there is often a place for emotion as well. Emotional appeals can use sources such as interviews and individual stories to paint a more legitimate and moving picture of reality or illuminate the truth. For example, telling the story of a single child who has been abused may make for a more persuasive argument than simply the number of children abused each year because it would give a human face to the numbers.  Academic arguments in particular ​benefit from understanding pathos as appealing to an audience's academic disposition.

Only use an emotional appeal if it truly supports the claim you are making, not as a way to distract from the real issues of debate. An argument should never use emotion to misrepresent the topic or frighten people.

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3.4 Rhetorical Appeals: Logos, Pathos, and Ethos Defined

Yvonne Bruce; Emilie Zickel; and Melanie Gagich

Rhetoric, as the previous chapters have discussed, is the way that authors use and manipulate language in order to persuade an audience. Once we understand the rhetorical situation out of which a text is created (why it was written, for whom it was written, by whom it was written, how the medium in which it was written creates certain constraints, or perhaps freedoms of expression), we can look at how all of those contextual elements shape the author’s creation of the text.

We can look first at the classical rhetorical appeals, which are the three ways to classify authors’ intellectual, moral, and emotional approaches to getting the audience to have the reaction that the author hopes for.

Rhetorical Appeals

Rhetorical appeals refer to ethos, pathos, and logos. These are classical Greek terms, dating back to Aristotle, who is traditionally seen as the father of rhetoric. To be rhetorically effective (and thus persuasive), an author must engage the audience in a variety of compelling ways, which involves carefully choosing how to craft his or her argument so that the outcome, audience agreement with the argument or point, is achieved. Aristotle defined these modes of engagement and gave them the terms that we still use today: logos, pathos, and ethos.

Logos: Appeal to Logic

Logic. Reason. Rationality.

Logos is brainy and intellectual, cool, calm, collected, objective.

When an author relies on logos, it means that he or she is using logic, careful structure, and objective evidence to appeal to the audience. An author can appeal to an audience’s intellect by using information that can be fact checked (using multiple sources) and thorough explanations to support key points. Additionally, providing a solid and non-biased explanation of one’s argument is a great way for an author to invoke logos.

For example, if I were trying to convince my students to complete their homework, I might explain that I understand everyone is busy and they have other classes (non-biased), but the homework will help them get a better grade on their test (explanation). I could add to this explanation by providing statistics showing the number of students who failed and didn’t complete their homework versus the number of students who passed and did complete their homework (factual evidence).

Logical appeals rest on rational modes of thinking, such as:

  • Comparison—a comparison between one thing (with regard to your topic) and another, similar thing to help support your claim. It is important that the comparison is fair and valid—the things being compared must share significant traits of similarity.
  • Cause/effect thinking—you argue that X has caused Y, or that X is likely to cause Y to help support your claim. Be careful with the latter—it can be difficult to predict that something “will” happen in the future.
  • Deductive reasoning—starting with a broad, general claim/example and using it to support a more specific point or claim
  • Inductive reasoning—using several specific examples or cases to make a broad generalization
  • Exemplification—use of many examples or a variety of evidence to support a single point
  • Elaboration—moving beyond just including a fact, but explaining the significance or relevance of that fact
  • Coherent thought—maintaining a well-organized line of reasoning; not repeating ideas or jumping around

Pathos: Appeal to Emotion

When an author relies on pathos, it means that he or she is trying to tap into the audience’s emotions to get them to agree with the author’s claim. An author using pathetic appeals wants the audience to feel something: anger, pride, joy, rage, or happiness. For example, many of us have seen the ASPCA commercials that use photographs of injured puppies, or sad-looking kittens, and slow, depressing music to emotionally persuade their audience to donate money.

Pathos-based rhetorical strategies are any strategies that get the audience to “open up” to the topic, the argument, or the author. Emotions can make us vulnerable, and an author can use this vulnerability to get the audience to believe that his or her argument is a compelling one.

Pathetic appeals might include:

  • Expressive descriptions of people, places, or events that help the reader to feel or experience those events
  • Vivid imagery of people, places, or events that help the reader to feel like he or she is seeing those events
  • Sharing personal stories that make the reader feel a connection to, or empathy for, the person being described
  • Using emotion-laden vocabulary as a way to put the reader into that specific emotional mindset (what is the author trying to make the audience feel? and how is he or she doing that?)
  • Using any information that will evoke an emotional response from the audience. This could involve making the audience feel empathy or disgust for the person/group/event being discussed, or perhaps a connection to or rejection of the person/group/event being discussed.

When reading a text, try to locate when the author is trying to convince the reader using emotions because, if used to excess, pathetic appeals can indicate a lack of substance or emotional manipulation of the audience. See the links below about fallacious pathos for more information.

Ethos: Appeal to Values/Trust

Ethical appeals have two facets: audience values and authorial credibility/character.

On the one hand, when an author makes an ethical appeal, he or she is attempting to tap into the values or ideologies that the audience holds, for example, patriotism, tradition, justice, equality, dignity for all humankind, self-preservation, or other specific social, religious or philosophical values (Christian values, socialism, capitalism, feminism, etc.). These values can sometimes feel very close to emotions, but they are felt on a social level rather than only on a personal level. When an author evokes the values that the audience cares about as a way to justify or support his or her argument, we classify that as ethos. The audience will feel that the author is making an argument that is “right” (in the sense of moral “right”-ness—i.e., “My argument rests upon the values that matter to you. Therefore, you should accept my argument”). This first part of the definition of ethos, then, is focused on the audience’s values

On the other hand, this sense of referencing what is “right” in an ethical appeal connects to the other sense of ethos: the author. Ethos that is centered on the author revolves around two concepts: the credibility of the author and his or her character.

Credibility of the speaker/author is determined by his or her knowledge and expertise in the subject at hand. For example, if you are learning about Einstein’s Theory of Relativity, would you rather learn from a professor of physics or a cousin who took two science classes in high school thirty years ago? It is fair to say that, in general, the professor of physics would have more credibility to discuss the topic of physics. To establish his or her credibility, an author may draw attention to who he or she is or what kinds of experience he or she has with the topic being discussed as an ethical appeal (i.e., “Because I have experience with this topic—and I know my stuff!—you should trust what I am saying about this topic”). Some authors do not have to establish their credibility because the audience already knows who they are and that they are credible.

Character is another aspect of ethos, and it is different from credibility because it involves personal history and even personality traits. A person can be credible but lack character or vice versa. For example, in politics, sometimes the most experienced candidates—those who might be the most credible candidates—fail to win elections because voters do not accept their character. Politicians take pains to shape their character as leaders who have the interests of the voters at heart. The candidate who successfully proves to the voters (the audience) that he or she has the type of character that they can trust is more likely to win.

Thus, ethos comes down to trust. How can the author get the audience to trust him or her so that they will accept his or her argument? How can the author make him or herself appear as a credible speaker who embodies the character traits that the audience values?

In building ethical appeals, we see authors:

  • Referring either directly or indirectly to the values that matter to the intended audience (so that the audience will trust the speaker).
  • Using language, phrasing, imagery, or other writing styles common to people who hold those values, thereby “talking the talk” of people with those values (again, so that the audience is inclined to trust the speaker).
  • Referring to their experience and/or authority with the topic (and therefore demonstrating their credibility).
  • Referring to their own character, or making an effort to build their character in the text.

Attributions: Melanie Gagich and Emilie Zinckel are the original authors of this section. This is an adaptation of Rhetorical Appeals: Logos, Pathos, and Ethos Defined from A Guide to Rhetoric, Genre, and Success in First-Year Writing  by Melanie Gagich & Emilie Zickel is licensed under a  Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

It has been further edited and re-mixed by Dr. Tracey Watts and Dr. Dorie LaRue for the LOUIS OER Dual Enrollment course development program to create “English Composition II” and has been licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License .

ethos in an argumentative essay

3.4 Rhetorical Appeals: Logos, Pathos, and Ethos Defined Copyright © 2022 by Yvonne Bruce; Emilie Zickel; and Melanie Gagich is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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ethos in an argumentative essay

Ethos Definition

What is ethos? Here’s a quick and simple definition:

Ethos , along with logos and pathos , is one of the three "modes of persuasion" in rhetoric (the art of effective speaking or writing). Ethos is an argument that appeals to the audience by emphasizing the speaker's credibility and authority. If the speaker has a high-ranking position, is an expert in his or her field, or has had life experience relevant to a particular topic, anything the speaker says or does to ensure that the audience knows about and remembers these qualifications is an example of ethos .

Some additional key details about ethos:

  • Ethos shares a root with the word "ethics ." This is helpful to remember because speakers often try to establish their own strong moral character by using ethos.
  • The word "ethos" is also often used to refer to a community or organization's characteristic belief or spirit, as in the sentence, "We will not give you a larger bonus than your coworkers: that is against our company's ethos of fairness." However, this guide focuses specifically on the rhetorical technique of ethos used in literature and public speaking.
  • The three "modes of persuasion"— pathos , logos , and ethos —were originally defined by Aristotle.
  • While ethos appeals to an audience's instinctive respect for authority, logos appeals to the audience's sense of reason, and pathos appeals to the audience's emotions.
  • Ethos is used in advertising just as often as it is used in public speaking and literature. Any commercial in which a celebrity endorses a product, for example, hopes to persuade its target audience by cultivating an aura of authority or expertise through its association with the celebrity—and is therefore an example of ethos.

How to Pronounce Ethos

Here's how to pronounce ethos: ee -thos

Ethos Explained

Aristotle (the ancient Greek philosopher and scientist) first defined e thos , along with logos and pathos , in his treatise on rhetoric, Ars Rhetorica. Together, he referred to e thos , logos , and pathos as the three modes of persuasion, or sometimes simply as "the appeals." Aristotle believed that in order to have ethos a good speaker must demonstrate three things:

  • Phronesis : Sound reasoning, and relevant experience or expertise.
  • Arete : Moral character.
  • Eunoia : Good intentions towards the audience.

Aristotle argued that a speaker in possession of these three attributes will naturally impress the audience with his or her ethos , and as a result will be better able to influence that audience. Over time, however, the definition of ethos has broadened, and the significance of the three qualities Aristotle named is now lost on anyone who hasn't studied classical Greek. So it may give more insight into the meaning of ethos to translate Aristotle's three categories into a new set of categories that make more sense in the modern era. A speaker or writer's credibility can be said to rely on each of the following:

  • Within literature, it's interesting to notice when characters attempt to invoke their own authority and enhance their ethos by reminding other characters of the titles they possess. Often, this can be an indication that the character citing his or her own credentials actually feels his or her authority being threatened or challenged.
  • In literature, this form of ethos is particularly relevant with respect to narrators. Authors often have their narrators profess impartiality or objectivity at the outset of a book in order to earn the reader's trust in the narrator's reliability regarding the story he or she is about to tell.
  • This type of ethos translates into literature quite easily, in the sense that characters' opinions are often evaluated within the framework of their professions.
  • Literary characters often use ethos to communicate similarity or likemindedness to other characters, and you can detect this by certain changes in their speech. In these situations, characters (as well as real-life speakers) often use a shibboleth— a specialized term or word used by a specific group of people—to show that they belong. For example, if you knew the name of a special chemical used to make jello, and you wanted to impress the head of a jello company, the name of that chemical would count as a shibboleth and saying it would help you show the jello executive that you're "in the know."

The Stagecraft of Ethos

In order to impress their positive personal qualities upon audiences, public speakers can use certain techniques that aren't available to writers. These include:

  • Speaking in a certain manner or even with a certain accent.
  • Demonstrating confident stage presence.
  • Having reputable people to introduce the speaker in a positive light.
  • Listing their credentials and achievements.

Put another way, the ethos of a speech can be heavily impacted by the speaker's confidence and manner of presenting him or herself.

Ethos and Ad Hominem

An ad hominem argument is a specific type of argument which involves attacking someone else's character or ethos, rather than attacking that person's position or point of view on the subject being discussed. Ad hominem attacks usually have the goal of swaying an audience away from an opponent's views and towards one's own by degrading the audience's perception of the opponent's character. For instance, if one politician attacks another as being "elite," the attacker may be seeking to make voters question whether the other politician is trustworthy or actually has the public's interest at heart. But the first politician is not in any way attacking their opponent's positions on matters of policy.

An ad hominem argument is not necessarily "wrong" or even a bad strategy, but it's generally seen as more dignified (another component of ethos ) for speakers to focus on strengthening their own ethos, and to debate their opponents based on the substance of the opposition's counterarguments. When a literary character uses an ad hominem argument, this can sometimes indicate that he or she is insecure about his or her own position regarding a certain issue.

Ethos Examples

Examples of ethos in literature.

Characters in novels often use ethos , as well as logos and pathos , to convince one another of certain arguments in the same way that a speaker in reality might use these techniques. In addition, authors often use a subtler form of ethos when establishing a narrator's reliability at the outset of a novel.

Ethos in Ayn Rand's Atlas Shrugged

In Atlas Shrugged, a group of pioneering American industrialists, financiers, and artists go on strike against a corrupt government. As the strike nears its end, its leader—John Galt—delivers a speech to the nation about his ideals. He promises that the strike will end only if Americans allow him to remake the country according to his moral code, which he explains in the following lines:

Just as I support my life, neither by robbery nor alms, but by my own effort, so I do not seek to derive my happiness from the injury or the favor of others, but earn it by my own achievement. Just as I do not consider the pleasure of others as the goal of my life, so I do not consider my pleasure as the goal of the lives of others. Just as there are no contradictions in my values and no conflicts among my desires—so there are no victims and no conflicts of interest among rational men, men who do not desire the unearned and do not view one another with a cannibal's lust, men who neither make sacrifices nor accept them.

Galt not only creates an impression of moral rectitude, but also emphasizes his own self-sufficiency. He assures his audience that he expects nothing in return from them for sharing his personal views. In this way, his ability to cultivate an aura of impartiality and objectivity enhances his ethos.

Ethos in Nathaniel Hawthorne's The Scarlet Letter

The Scarlet Letter opens with a chapter called "The Custom-House," in which the unnamed narrator—who has a similar biography to Hawthorne—describes his job in a Custom House, a place where taxes were paid on imports in 18th century Massachusetts. The narrator's stories about his job have no relation to the actual narrative of The Scarlet Letter, except that he finds the scarlet letter of the title in the Custom House attic. This discovery inspired him to research the life of the woman who wore the embroidered letter, and to tell her story. By presenting himself as someone who merely discovered, researched, and "edited" the story the reader is about to begin, the narrator effectively creates the impression that his is a reliable historical account, thereby strengthening his ethos.

It will be seen, likewise, that this Custom-House sketch has a certain propriety, of a kind always recognised in literature, as explaining how a large portion of the following pages came into my possession, and as offering proofs of the authenticity of a narrative therein contained. This, in fact—a desire to put myself in my true position as editor, or very little more, of the most prolix among the tales that make up my volume—this, and no other, is my true reason for assuming a personal relation with the public.

Ethos in F. Scott Fitzgerald's The Great Gatsby

In the opening lines of The Great Gatsby , the narrator, Nick Carraway, claims that he has followed one piece of his father's advice throughout his life:

In my younger and more vulnerable years my father gave me some advice that I've been turning over in my mind ever since. 'Whenever you feel like criticizing any one,' he told me, just remember that all the people in this world haven't had the advantages that you've had.'... In consequence I'm inclined to reserve all judgements, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores. The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men...

Nick's tendency to reserve judgement makes him an ideal, objective narrator, while his awareness of his own economic and social advantages makes him a perfect guide to the privileged world of The Great Gatsby. Though he describes his non-judgmental, "neutral" affect with self-deprecating humor, it's a subtle way of strengthening his ethos as a narrator, and of causing the reader to eagerly anticipate hearing the stories that "wild, unknown men" have shared with him.

Examples of Ethos in Political Speeches

Every politician recognizes that a speaker must earn an audience's respect and trust if he or she expects to be listened to. As a result, it's difficult to find a political speech that doesn't contain an example of ethos. It's particularly easy to spot ethos in action when listening to speeches by candidates for office.

Ethos in Mitt Romney's Acceptance Speech at the 2012 Republican National Convention

When he accepted the Republican presidential nomination in 2012, Romney pointed to his business success as relevant experience that would serve him well if he were to take office:

I learned the real lessons about how America works from experience. When I was 37, I helped start a small company. My partners and I had been working for a company that was in the business of helping other businesses. So some of us had this idea that if we really believed our advice was helping companies, we should invest in companies. We should bet on ourselves and on our advice. So we started a new business called Bain Capital...That business we started with 10 people has now grown into a great American success story. Some of the companies we helped start are names you know. An office supply company called Staples – where I'm pleased to see the Obama campaign has been shopping; The Sports Authority, which became a favorite of my sons. We started an early childhood learning center called Bright Horizons that First Lady Michelle Obama rightly praised.

In addition to strengthening his ethos by pointing to his past achievements, Romney also hopes to portray himself as principled, rational, and daring when he explains how his company decided to "bet on ourselves and on our advice."

Ethos in John Kasich's 2016 Ohio Primary Victory Speech

After winning his first campaign victory, 2016 presidential candidate John Kasich told his supporters about his disadvantaged yet hardworking relatives to contextualize his own rise to success:

And you know, ladies and gentlemen, my whole life has been about trying to create a climate of opportunity for people. You know, as my father carried that mail on his back and his father was a coal miner, and you know, I was just told by my cousin—I didn't realize this—that my mother, one of four [children]‚ was the only one to graduate from high school. The other three barely made it out of the eighth grade because they were poor... And you know, as I've traveled the country and I look into your eyes... You want to believe that your children are going to have ultimately a better America than what we got from our mothers and fathers. That's the great American legacy: that our kids will be better than we are.

By saying that he comes from a modest background, Kasich hopes to convey that he is "just a regular American" and that he will advocate for other hard working Americans.

Ethos in Winston Churchill's 1941 Address to Joint Session of the US Congress

In this speech to the US Congress during World War II, British Prime Minister Winston Churchill enhances the ethos of his speech by emphasizing both the qualities he shares in common with the American people and the American Democratic values instilled in him by his parents:

I am a child of the House of Commons. I was brought up in my father's house to believe in democracy. "Trust the people." That was his message. I used to see him cheered at meetings and in the streets by crowds of workingmen way back in those aristocratic Victorian days when as Disraeli said "the world was for the few, and for the very few." Therefore I have been in full harmony all my life with the tides which have flowed on both sides of the Atlantic against privilege and monopoly and I have steered confidently towards the Gettysburg ideal of government of the people, by the people, for the people.

Examples of Ethos in Advertisements

Advertisers often attempt to use ethos to influence people to buy their product. Dressing up an actor as a doctor who then extols the benefits a medication is a way that advertisers used to try to gin up a little ethos , but such obvious practices of what might be called "fake ethos" are now regularly mocked. However, any celebrity endorsement or testimonial from an expert are also attempts to build up ethos around a product's endorsement. For instance, here's a Prudential Financial commercial that ups its ethos with an appearance by Harvard social psychologist Dan Gilbert.

Why Do Writers Use Ethos?

Politicians, activists, and advertisers use ethos because they recognize that it is impossible to convince an audience of anything if its members do not believe in the speaker's credibility, morality, or authority.

The use of e thos in fiction is often different from real-world examples. Authors are not usually trying to directly influence their audience in the way politicians or advertisers are. Rather, authors often show one of their characters making use of ethos . In doing so, the author gives insight into characters' perceptions of one another, their values, and their motives.

In addition, e thos is an especially useful tool for authors looking to establish a narrator's credibility. Having a credible narrator is hugely important to the success of a literary work. Books with narrators that never establish a reasonable claim to an objective viewpoint are nearly impossible to read because everything they say is cast in doubt, so that readers come to feel like they're being lied to or "jerked around," which is fatiguing. Although often enough readers simply assume that a narrator has credibility , if you've ever read a book where you felt you simply didn't like the narrator very much—or watched a television show where you felt that none of the characters were likable or believable—that might be another sign that the writer has failed to establish a character's ethos . There are circumstances in which a writer creates an unreliable narrator —a narrator who is either purposefully or subconsciously offering a slanted narrative—but ethos is just as crucial in creating such a narrator: the author must first establish the narrator's ethos and then slowly undermine it over the course of the book.

Other Helpful Ethos Resources

  • The Wikipedia Page on Ethos: An in-depth explanation of ethos , and how the concept has changed over time.
  • The Dictionary Definition of Ethos: A definition and etymology of the term, which comes from the Greek ethos meaning "character, custom, or habit."
  • Ethos on Youtube: An excellent video from TED-Ed about the three modes of persuasion.

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Understand The Difference Between Ethos, Pathos, And Logos To Make Your Point

  • What Is Ethos?
  • What Is Pathos?
  • What Is Logos?
  • Examples Of Each
  • What Are Mythos And Kairos?

During an argument, people will often say whatever is necessary to win. If that is the case, they would certainly need to understand the three modes of persuasion, also commonly known as the three rhetorical appeals: ethos , pathos , and logos . In short, these three words refer to three main methods that a person can use to speak or write persuasively. As you’re about to find out, the modes of persuasion are important because a speaker who knows how to effectively use them will have a significant advantage over someone who doesn’t.

The terms ethos , pathos , and logos and the theory of their use can be traced back to ancient Greece to the philosophy of Aristotle . Aristotle used these three concepts in his explanations of rhetoric , or the art of influencing the thought and conduct of an audience. For Aristotle, the three modes of persuasion specifically referred to the three major parts of an argument: the speaker ( ethos ), the argument itself ( logos ), and the audience ( pathos ). In particular, Aristotle focused on the speaker’s character, the logic and reason presented by an argument, and the emotional impact the argument had on an audience.

While they have ancient roots, these modes of persuasion are alive and well today. Put simply, ethos refers to persuasion based on the credibility or authority of the speaker, pathos refers to persuasion based on emotion, and logos refers to persuasion based on logic or reason.

By effectively using the three modes of persuasion with a large supply of rhetorical devices, a speaker or writer can become a master of rhetoric and win nearly any argument or win over any audience. Before they can do that, though, they must know exactly what ethos , pathos , and logos mean. Fortunately, we are going to look closely at each of these three ideas and see if they are really as effective as they are said to be.

⚡️ Quick summary

Ethos , pathos , and logos are the three classical modes of persuasion that a person can use to speak or write persuasively. Specifically:

  • ethos (character): known as “the appeal to authority” or “the appeal to credibility.” This is the method in which a person relies on their credibility or character when making an appeal or an argument.
  • pathos (emotions): known as “the appeal to emotion.” Pathos refers to the method of trying to persuade an audience by eliciting some kind of emotional reaction.
  • logos (logic): known as “the appeal to reason.” This method involves using facts and logical reasoning to support an argument and persuade an audience.

What is ethos ?

The word ethos comes straight from Greek. In Greek, ethos literally translates to “habit,” “custom,” or “character.” Ethos is related to the words ethic and ethical , which are typically used to refer to behavior that is or isn’t acceptable for a particular person.

In rhetoric, the word ethos is used to refer to the character or reputation of the speaker. As a rhetorical appeal, ethos is known as “the appeal to authority” or “the appeal to credibility.” When it comes to ethos , one important consideration is how the speaker carries themself and how they present themselves to the audience: Does it seem like they know what they are talking about? Do they even believe the words they are saying? Are they an expert? Do they have some experience or skills that tell us we should listen to them?

Ethos is important in rhetoric because it often influences the opinion or mood of the audience. If a speaker seems unenthusiastic, unprepared, or inexperienced, the audience is more likely to discount the speaker’s argument regardless of what it even is. On the other hand, a knowledgeable, authoritative, confident speaker is much more likely to win an audience over.

Ethos often depends on more than just the argument itself. For example, a speaker’s word choice, grammar, and diction also contribute to ethos ; an audience may react more favorably toward a professional speaker who has a good grasp of industry jargon and enunciates clearly versus a speaker who lacks the necessary vocabulary and fails to enunciate. Ethos can also be influenced by nonverbal factors as well, such as posture, body language, eye contact, and even the speaker’s choice of clothing. For example, a military officer proudly wearing their uniform bedecked with medals will go a long way to establishing ethos without them saying a single word.

Here as a simple example of ethos :

  • “As a former mayor of this city, I believe we can solve this crisis if we band together.”

The speaker uses ethos by alerting the audience of their credentials and experience. By doing so, they rely on their reputation to be more persuasive. This “as a…” method of establishing ethos is common, and you have probably seen it used in many persuasive advertisements and speeches.

What are open-ended questions and how can you use them effectively? Find out here.

What is pathos ?

In Greek, pathos literally translates to “suffering, experience, or sensation.” The word pathos is related to the words pathetic , sympathy , and empathy , which all have to do with emotions or emotional connections. Aristotle used the word pathos to refer to the emotional impact that an argument had on an audience; this usage is still mainly how pathos is used in rhetoric today.

As a rhetorical appeal, pathos is referred to as “the appeal to emotion.” Generally speaking, an author or speaker is using pathos when they are trying to persuade an audience by causing some kind of emotional reaction. When it comes to pathos , any and all emotions are on the table: sadness, fear, hope, joy, anger, lust, pity, etc.

As you probably know from your own life, emotions are a powerful motivating factor. For this reason, relying on pathos is often a smart and effective strategy for persuading an audience. Both positive and negative emotions can heavily influence an audience: for example, an audience will want to support a speaker whose position will make them happy, a speaker who wants to end their sadness, or a speaker who is opposed to something that makes them angry.

Here is a simple example of pathos :

  • “Every day, the rainforests shrink and innocent animals are killed. We must do something about this calamitous trend before the planet we call our home is damaged beyond repair.”

Here, the author is trying to win over an audience by making them feel sad, concerned, or afraid. The author’s choice of words like “innocent” and “calamitous” enforce the fact that they are trying to rely on pathos .

What is logos ?

In Greek, the word logos literally translates to “word, reason, or discourse.” The word logos is related to many different words that have to do with reason, discourse, or knowledge, such as logic , logical , and any words that end in the suffixes -logy or -logue .

As a mode of persuasion and rhetorical appeal, logos is often referred to as “the appeal to reason.” If a speaker or author is relying on logos , they are typically reciting facts or providing data and statistics that support their argument. In a manner of speaking, logos does away with all of the bells and whistles of ethos and pathos and cuts to the chase by trying to present a rational argument.

Logos can be effective in arguments because, in theory, it is impossible to argue against truth and facts. An audience is more likely to agree with a speaker who can provide strong, factual evidence that shows their position is correct. On the flip side, an audience is less likely to support an argument that is flawed or entirely wrong. Going further, a speaker that presents a lot of supporting evidence and data to the audience is likely to come across as knowledgeable and someone to be listened to, which earns bonus points in ethos as well.

While Aristotle clearly valued an argument based on reason very highly, we know that logos alone doesn’t always effectively persuade an audience. In your own life, you have likely seen a rational, correct speaker lose an argument to a charismatic, authoritative speaker who may not have the facts right.

Here is a simple example of logos :

  • “According to market research, sales of computer chips have increased by 300% in the last five years. Analysis of the industry tells us that the market share of computer chips is dominated by Asian manufacturers. It is clear that the Asian technology sector will continue to experience rapid growth for the foreseeable future.”

In this paragraph, the author is using data, statistics, and logical reasoning to make their argument. They clearly hope to use logos to try to convince an audience to agree with them.

Do you need persuading to take this quiz on identifying ethos, pathos, and logos? We think you’ll be a champion at it.

Examples of ethos , pathos , and logos

Ethos , pathos , and logos can all be employed to deliver compelling and persuasive arguments or to win over an audience. Let’s look at a variety of examples to see how different speakers and authors have turned to these modes of persuasion over the years.

“Come I to speak in Caesar’s funeral. He was my friend, faithful and just to me […] You all did see that on the Lupercal I thrice presented him a kingly crown, Which he did thrice refuse: was this ambition?” —Marc Antony, Julius Caesar by William Shakespeare

In this scene, Marc Antony is trying to win over the Roman people, so Shakespeare has Antony rely on ethos . Antony is establishing himself as both a person of authority in Rome (having the power to offer Caesar a crown) and an expert on Caesar’s true character (Antony was Caesar’s close friend and advisor).

“During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story , and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance.” —Steve Jobs, 2005

Here, Steve Jobs is providing his background–via humblebrag – of being a major figure in several different highly successful tech companies. Jobs is using ethos to provide substance to his words and make it clear to the audience that he knows what he is talking about and they should listen to him.

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“Moreover, though you hate both him and his gifts with all your heart, yet pity the rest of the Achaeans who are being harassed in all their host; they will honour you as a god, and you will earn great glory at their hands. You might even kill Hector; he will come within your reach, for he is infatuated, and declares that not a Danaan whom the ships have brought can hold his own against him.” —Ulysses to Achilles, The Iliad by Homer

In this plea, Ulysses is doing his best to pile on the pathos . In one paragraph, Ulysses is attempting to appeal to several of Achilles’s emotions: his hatred of Hector, his infamous stubborn pride, his sympathy for civilians, and his desire for vengeance.

“I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest—quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality.” —Dr. Martin Luther King Jr., 1963

In this excerpt from his “I Have A Dream” speech, King is using pathos to accomplish two goals at once. First, he is connecting with his audience by making it clear is aware of their plight and suffering. Second, he is citing these examples to cause sadness or outrage in the audience. Both of these effects will make an audience interested in what he has to say and more likely to support his position.

Dr. King’s “I Have A Dream” speech is recognizable and noteworthy for many reasons, including the rhetorical device he employs. Learn about it here.

“Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be. But in the case of an island, or of a country partly surrounded by barriers, into which new and better adapted forms could not freely enter, we should then have places in the economy of nature which would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders. In such case, every slight modification, which in the course of ages chanced to arise, and which in any way favoured the individuals of any of the species, by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement.” —Charles Darwin, On the Origin of the Species , 1859

In this passage, Darwin is using logos by presenting a rational argument in support of natural selection. Darwin connects natural selection to established scientific knowledge to argue that it makes logical sense that animals would adapt to better survive in their environment.

“I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face.” —Al Gore, “The Climate Crisis Is the Battle of Our Time, and We Can Win,” 2019

In this call to action, Al Gore uses logos to attempt to convince his audience of the significance of climate change. In order to do this, Gore both cites an expert in the field and provides a scientifically accurate simile to explain the scale of the effect that greenhouse gases have on Earth’s atmosphere.

What are mythos and kairos ?

Some modern scholars may also use terms mythos and kairos when discussing modes of persuasion or rhetoric in general.

Aristotle used the term mythos to refer to the plot or story structure of Greek tragedies, i.e., how a playwright ordered the events of the story to affect the audience. Today, mythos is most often discussed as a literary or poetic term rather than a rhetorical one. However, mythos may rarely be referred to as the “appeal to culture” or the “appeal to myth” if it is treated as an additional mode of persuasion. According to this viewpoint, a speaker/writer is using mythos if they try to persuade an audience using shared cultural customs or societal values.

A commonly cited example of mythos is King’s “I Have a Dream” speech quoted earlier. King says:

“When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men—yes, black men as well as white men—would be guaranteed the ‘unalienable rights’ of ‘life, liberty and the pursuit of happiness.’ ”

Throughout the speech, King repeatedly uses American symbols and American history ( mythos ) to argue that all Americans should be outraged that Black Americans have been denied freedom and civil rights.

Some modern scholars may also consider kairos as an additional mode of persuasion. Kairos is usually defined as referring to the specific time and place that a speaker chooses to deliver their speech. For written rhetoric, the “place” instead refers to the specific medium or publication in which a piece of writing appears.

Unlike the other modes of persuasion, kairos relates to the context of a speech and how the appropriateness (or not) of a setting affects how effective a speaker is. Once again, King’s “I Have a Dream” speech is a great example of the use of kairos . This speech was delivered at the steps of the Lincoln Memorial during the 100th anniversary of the Emancipation Proclamation at the end of the March on Washington for Jobs and Freedom. Clearly, King intended to use kairos to enhance the importance and timeliness of this landmark speech.

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ethos in an argumentative essay

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What is Ethos?

Ethos implies credit of an argument to readers when it tries to persuade them of certain ideas. When reading an argument, readers mainly judge the Ethos by the identity of the author and the credibility of the sources used in the argument.

An Analysis Example:

Sara Peres works in Geography and Environment at the University of Southampton. And what’s important is that she has previously focused on how agricultural seeds are banked and circulated for conservation purposes for her Ph.D. (UCL, 2017), the history of seed banks, which was exactly where this paper comes from. And I think this experience and her occupation grant the basic credit of her claims in this paper, indicating that she was trustworthy to her readers.

However, there would not be enough authority if she hasn’t quoted other experts’ claims and research results. She mainly depends on the vision of the plant breeder and emphatic advocate of gene banking, Otto H. Frankel (1900–1998) and there are also some views of other experts to support the advantages of seed banks.

ps: Those two are undeveloped paragraphs! In my essay, they appear in the same paragraph, but here I just separate them for the convenience of my explanation below.

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Ethos Pathos And Logos

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Ethos, Pathos, and Logos - Structure, Usage & Examples

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Are your arguments falling flat? Struggling to persuade your audience effectively? You're not alone!

Many students face this challenge when trying to convey their ideas convincingly. Whether it's in a class discussion, a persuasive essay , or a presentation, the art of persuasion often seems elusive.

But fear not! 

In this blog, we're going to delve deep into the world of ethos, pathos, and logos, the three pillars of persuasive communication. 

By the end, you'll not only understand these concepts but also know how to wield them skillfully. 

Let’s get started!

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  • 1. Ethos, Pathos, and Logos Definition
  • 2. Usage of Ethos, Pathos, and Logos 
  • 3. How To Identify Whether An Author Is Using Ethos, Pathos, Or Logos While Analyzing A Text?
  • 4. Ethos, Pathos, and Logos Examples

Ethos, Pathos, and Logos Definition

Ethos, pathos, and logos are three essential components in rhetorical analysis . It can be a very effective tool for influencing and convincing others. 

These concepts have been employed by great speakers, writers, and thinkers throughout history and continue to play a pivotal role in communication today.

Here are the key differences between ethos, pathos, and logos:

Let's break down each section one at a time, getting to know what ethos, pathos, and logos mean.

Ethos 

Ethos is all about establishing credibility and trustworthiness. When you use ethos in your argument, you aim to convince your audience that you are a credible and reliable source of information. It also means you have the expertise needed to speak on a particular subject. 

This can be achieved through the use of references to your qualifications, expertise, or by citing reputable sources to support your claims.

Pathos 

Pathos appeals to the emotions and feelings of your audience. When you employ pathos, you're aiming to elicit an emotional response, whether it's sympathy, anger, happiness, or any other emotion that can strengthen any type of argument . 

This is often achieved through storytelling, vivid language, and relatable anecdotes that connect with the audience on a personal level. 

Logos is the appeal to logic and reason. When you use logos, you provide your audience with clear, rational, and well-structured arguments supported by evidence, facts, and statistics. 

This appeals to the logical side of your audience's thinking, encouraging them to see the soundness of your position and the validity of your claims.

Usage of Ethos, Pathos, and Logos 

Understanding the definitions of ethos, pathos, and logos is a solid foundation, but knowing how to apply these modes of persuasion effectively is equally important. 

In this section, we'll delve into practical examples and strategies for utilizing ethos, pathos, and logos to make your persuasive communication more compelling.

Ethos in Action

One of the most common ways to establish ethos is by citing credible sources. Whether you're writing an academic paper or delivering a persuasive speech , referencing reputable experts, institutions, or publications can lend authority to your argument.

If you have personal expertise in the subject matter, don't be shy about showcasing it. Share your qualifications, relevant experiences, or your journey of learning and growth to build trust with your audience.

The following examples of the usage of ethos in the content will help you understand the concept better. 

  • "My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition make me the ideal candidate for your mayor."
  • "Our expertise in roofing contracting is evidenced not only by our 50 years in the business and our staff of qualified technicians. But in the decades of satisfied customers who have come to expect nothing but the best."
  • "Based on the dozens of archaeological expeditions I've made all over the world, I am confident that those potsherds are Mesopotamian in origin."

2. Eliciting Emotions with Pathos

Personal anecdotes or emotionally charged stories can engage your audience on a deeper level. They create a connection by allowing the audience to empathize with the characters or situations in your narrative.

Use descriptive language that paints a vivid picture in the minds of your audience. This can help evoke specific emotions and make your message more memorable.

Here are some examples of how to use pathos for persuasion:

  • "They've worked against everything we've worked so hard to build, and they don't care who gets hurt in the process. Make no mistake, they're the enemy, and they won't stop until we're all destroyed."
  • "You will never be satisfied in life if you don't seize this opportunity. Do you want to live the rest of your year’s yearning to know what would have happened if you just jumped when you had the chance?"
  • "After years of this type of disrespect from your boss, countless hours wasted, and birthdays missed, it's time that you took a stand."

Logos for Logical Persuasion

Logos require you to incorporate relevant data, statistics, and evidence to support your claims. This provides a logical foundation for your argument and demonstrates that your position is well-informed and substantiated.

Using logos can be a bit hard compared to the other two devices, but the following examples can help you understand.  

  • "Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery. We also have a video of the suspect breaking in. The case could not be more open and shut."
  • "More than one hundred peer-reviewed studies have been conducted over the past decade. None of them suggests that this is an effective treatment for hair loss."
  • "Research compiled by analysts from NASA, as well as organizations from five other nations with space programs, suggests that a moon colony is viable with international support."

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How To Identify Whether An Author Is Using Ethos, Pathos, Or Logos While Analyzing A Text?

Identifying whether an author is using Ethos, Pathos, or Logos in a text involves a careful analysis of the writing's persuasive techniques. 

Here's how to recognize each of these elements:

  • Look for the author's credentials, expertise, or reputation. Do they cite reputable sources, and are they qualified to speak on the subject?
  • Assess whether the author employs a professional and trustworthy tone throughout the text.
  • Check for citations and references to authoritative figures, institutions, or research.
  • Identify emotionally charged language, vivid imagery, or personal anecdotes that elicit feelings in the reader.
  • Pay attention to words that trigger empathy, sympathy, or strong emotional responses.
  • Notice if the author appeals to values, hopes, fears, or desires to sway the reader's emotions.
  • Analyze the use of statistics, data, and facts in the text. Does the author support their argument with evidence?
  • Look for clear and structured reasoning. Is the argument well-organized and does it follow a logical sequence?
  • Consider whether the author uses syllogisms, analogies, or deductive reasoning to make their point.

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Ethos, Pathos, and Logos Examples

Still uncertain about making a try on your argumentative essay or analysis paper? 

Here are some additional examples of ethos, pathos, and logos to help you make your content convincing and persuasive. 

Ethos, Pathos, and Logos in Advertising

Ethos, Pathos, and Logos Worksheet

Ethos, Pathos, and Logos in Movies

Ethos, Pathos, and Logos in Speeches

Ethos, Pathos, Logos Kairos Example

In summary, using ethos, pathos, and logos is essential to strengthen your point and persuade the audience. Without using these rhetorical devices, the readers will not understand the frame of mind of the writer. 

If you are still unclear about the concept and its usage, it is advised to get help from expert analytical essay writer. MyPerfectWords.com is an expert essay writer service that helps students with all their academic assignments. 

Be it a rhetorical paper or a persuasive speech, our  analytical essay writing service  knows how to assist students. Simply place an order at our  essay writing service  to get in touch with an expert writer at the most reasonable price.

Frequently Asked Questions

How can logos build ethos.

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Logos are appealing to logic by offering evidence in support of your argument. It also makes you look knowledgeable because the information demonstrates intelligence on your part, developing ethos for yourself.

Which is more important: ethos logos or pathos?

Aristotle believed that logos should be the most important of three persuasive appeals. As a philosopher and master of logical reasoning, he thought it was unnecessary to use either ethos or pathos if you present your argument with good reason supported by facts. 

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Nova Allison is a Digital Content Strategist with over eight years of experience. Nova has also worked as a technical and scientific writer. She is majorly involved in developing and reviewing online content plans that engage and resonate with audiences. Nova has a passion for writing that engages and informs her readers.

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  • How to write an argumentative essay | Examples & tips

How to Write an Argumentative Essay | Examples & Tips

Published on July 24, 2020 by Jack Caulfield . Revised on July 23, 2023.

An argumentative essay expresses an extended argument for a particular thesis statement . The author takes a clearly defined stance on their subject and builds up an evidence-based case for it.

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Table of contents

When do you write an argumentative essay, approaches to argumentative essays, introducing your argument, the body: developing your argument, concluding your argument, other interesting articles, frequently asked questions about argumentative essays.

You might be assigned an argumentative essay as a writing exercise in high school or in a composition class. The prompt will often ask you to argue for one of two positions, and may include terms like “argue” or “argument.” It will frequently take the form of a question.

The prompt may also be more open-ended in terms of the possible arguments you could make.

Argumentative writing at college level

At university, the vast majority of essays or papers you write will involve some form of argumentation. For example, both rhetorical analysis and literary analysis essays involve making arguments about texts.

In this context, you won’t necessarily be told to write an argumentative essay—but making an evidence-based argument is an essential goal of most academic writing, and this should be your default approach unless you’re told otherwise.

Examples of argumentative essay prompts

At a university level, all the prompts below imply an argumentative essay as the appropriate response.

Your research should lead you to develop a specific position on the topic. The essay then argues for that position and aims to convince the reader by presenting your evidence, evaluation and analysis.

  • Don’t just list all the effects you can think of.
  • Do develop a focused argument about the overall effect and why it matters, backed up by evidence from sources.
  • Don’t just provide a selection of data on the measures’ effectiveness.
  • Do build up your own argument about which kinds of measures have been most or least effective, and why.
  • Don’t just analyze a random selection of doppelgänger characters.
  • Do form an argument about specific texts, comparing and contrasting how they express their thematic concerns through doppelgänger characters.

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ethos in an argumentative essay

An argumentative essay should be objective in its approach; your arguments should rely on logic and evidence, not on exaggeration or appeals to emotion.

There are many possible approaches to argumentative essays, but there are two common models that can help you start outlining your arguments: The Toulmin model and the Rogerian model.

Toulmin arguments

The Toulmin model consists of four steps, which may be repeated as many times as necessary for the argument:

  • Make a claim
  • Provide the grounds (evidence) for the claim
  • Explain the warrant (how the grounds support the claim)
  • Discuss possible rebuttals to the claim, identifying the limits of the argument and showing that you have considered alternative perspectives

The Toulmin model is a common approach in academic essays. You don’t have to use these specific terms (grounds, warrants, rebuttals), but establishing a clear connection between your claims and the evidence supporting them is crucial in an argumentative essay.

Say you’re making an argument about the effectiveness of workplace anti-discrimination measures. You might:

  • Claim that unconscious bias training does not have the desired results, and resources would be better spent on other approaches
  • Cite data to support your claim
  • Explain how the data indicates that the method is ineffective
  • Anticipate objections to your claim based on other data, indicating whether these objections are valid, and if not, why not.

Rogerian arguments

The Rogerian model also consists of four steps you might repeat throughout your essay:

  • Discuss what the opposing position gets right and why people might hold this position
  • Highlight the problems with this position
  • Present your own position , showing how it addresses these problems
  • Suggest a possible compromise —what elements of your position would proponents of the opposing position benefit from adopting?

This model builds up a clear picture of both sides of an argument and seeks a compromise. It is particularly useful when people tend to disagree strongly on the issue discussed, allowing you to approach opposing arguments in good faith.

Say you want to argue that the internet has had a positive impact on education. You might:

  • Acknowledge that students rely too much on websites like Wikipedia
  • Argue that teachers view Wikipedia as more unreliable than it really is
  • Suggest that Wikipedia’s system of citations can actually teach students about referencing
  • Suggest critical engagement with Wikipedia as a possible assignment for teachers who are skeptical of its usefulness.

You don’t necessarily have to pick one of these models—you may even use elements of both in different parts of your essay—but it’s worth considering them if you struggle to structure your arguments.

Regardless of which approach you take, your essay should always be structured using an introduction , a body , and a conclusion .

Like other academic essays, an argumentative essay begins with an introduction . The introduction serves to capture the reader’s interest, provide background information, present your thesis statement , and (in longer essays) to summarize the structure of the body.

Hover over different parts of the example below to see how a typical introduction works.

The spread of the internet has had a world-changing effect, not least on the world of education. The use of the internet in academic contexts is on the rise, and its role in learning is hotly debated. For many teachers who did not grow up with this technology, its effects seem alarming and potentially harmful. This concern, while understandable, is misguided. The negatives of internet use are outweighed by its critical benefits for students and educators—as a uniquely comprehensive and accessible information source; a means of exposure to and engagement with different perspectives; and a highly flexible learning environment.

The body of an argumentative essay is where you develop your arguments in detail. Here you’ll present evidence, analysis, and reasoning to convince the reader that your thesis statement is true.

In the standard five-paragraph format for short essays, the body takes up three of your five paragraphs. In longer essays, it will be more paragraphs, and might be divided into sections with headings.

Each paragraph covers its own topic, introduced with a topic sentence . Each of these topics must contribute to your overall argument; don’t include irrelevant information.

This example paragraph takes a Rogerian approach: It first acknowledges the merits of the opposing position and then highlights problems with that position.

Hover over different parts of the example to see how a body paragraph is constructed.

A common frustration for teachers is students’ use of Wikipedia as a source in their writing. Its prevalence among students is not exaggerated; a survey found that the vast majority of the students surveyed used Wikipedia (Head & Eisenberg, 2010). An article in The Guardian stresses a common objection to its use: “a reliance on Wikipedia can discourage students from engaging with genuine academic writing” (Coomer, 2013). Teachers are clearly not mistaken in viewing Wikipedia usage as ubiquitous among their students; but the claim that it discourages engagement with academic sources requires further investigation. This point is treated as self-evident by many teachers, but Wikipedia itself explicitly encourages students to look into other sources. Its articles often provide references to academic publications and include warning notes where citations are missing; the site’s own guidelines for research make clear that it should be used as a starting point, emphasizing that users should always “read the references and check whether they really do support what the article says” (“Wikipedia:Researching with Wikipedia,” 2020). Indeed, for many students, Wikipedia is their first encounter with the concepts of citation and referencing. The use of Wikipedia therefore has a positive side that merits deeper consideration than it often receives.

An argumentative essay ends with a conclusion that summarizes and reflects on the arguments made in the body.

No new arguments or evidence appear here, but in longer essays you may discuss the strengths and weaknesses of your argument and suggest topics for future research. In all conclusions, you should stress the relevance and importance of your argument.

Hover over the following example to see the typical elements of a conclusion.

The internet has had a major positive impact on the world of education; occasional pitfalls aside, its value is evident in numerous applications. The future of teaching lies in the possibilities the internet opens up for communication, research, and interactivity. As the popularity of distance learning shows, students value the flexibility and accessibility offered by digital education, and educators should fully embrace these advantages. The internet’s dangers, real and imaginary, have been documented exhaustively by skeptics, but the internet is here to stay; it is time to focus seriously on its potential for good.

If you want to know more about AI tools , college essays , or fallacies make sure to check out some of our other articles with explanations and examples or go directly to our tools!

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An argumentative essay tends to be a longer essay involving independent research, and aims to make an original argument about a topic. Its thesis statement makes a contentious claim that must be supported in an objective, evidence-based way.

An expository essay also aims to be objective, but it doesn’t have to make an original argument. Rather, it aims to explain something (e.g., a process or idea) in a clear, concise way. Expository essays are often shorter assignments and rely less on research.

At college level, you must properly cite your sources in all essays , research papers , and other academic texts (except exams and in-class exercises).

Add a citation whenever you quote , paraphrase , or summarize information or ideas from a source. You should also give full source details in a bibliography or reference list at the end of your text.

The exact format of your citations depends on which citation style you are instructed to use. The most common styles are APA , MLA , and Chicago .

The majority of the essays written at university are some sort of argumentative essay . Unless otherwise specified, you can assume that the goal of any essay you’re asked to write is argumentative: To convince the reader of your position using evidence and reasoning.

In composition classes you might be given assignments that specifically test your ability to write an argumentative essay. Look out for prompts including instructions like “argue,” “assess,” or “discuss” to see if this is the goal.

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25 Elements of an Argument: Logos, Ethos, Pathos, and Kairos

Core Curriculum and Christina Frasier

Learning Objectives

  • Define argument in an academic context.
  • Understand an author’s argumentative strategy and its effectiveness.
  • Learn about the different devices for an argument.

Identifying and analyzing arguments

When writers and speakers want to persuade their audiences, they have a series of tools or strategies at their disposal. These strategies can be called modes of persuasion. Because of their effectiveness, these modes have been employed by countless people over thousands of years. Among them were the ancient Greeks, who recognized that speakers frequently appealed to logic, to the speaker’s own character, and to the audience’s emotions, while paying special attention to the timing of an argument. The Greeks labeled these efforts, respectively, as logos, ethos, pathos, and kairos.

1. What is an argument?

An  argument  is a systematic attempt to support a debatable  claim  using  logical  explanations and reliable  evidence . The thesis or claim is debatable because an audience may not find it readily believable without supporting evidence. Stating a debatable claim alone is not sufficient for an argument, however. The author must also explain her reasoning and offer adequate and appropriate examples or data or other forms of evidence to support the claim.

2. How do I identify an author’s argument?

Writers and speakers often state their argument as part of their introduction. In this opening to a piece on children’s beauty pageants by J. Salzano (2013), her main claim is made in the final sentence:

When most people think of normal activities for a six year-old girl, they picture a sea full of Barbie dolls, coloring books and dress up clothes … Popular shows such as “Toddlers and Tiaras”, which revolves around exaggerated filming of child pageantry shows America one narrow view of what the pageant world is all about …The media distorts how society views pageants but they can be beneficial because they give children contestants useful life lessons and they can be viewed on the same positive level as other popular competitive sports.

In journalistic writing, it’s also common to find the argument in the title, as in the article “Pet ownership in college can be a full time job” (Banus, 2013).

Sometimes the argument is made in the conclusion. Sometimes, however, an argument is never distilled into one or two sentences. In that case, it’s up to the audience to decide what argument is being made based on the sum of all the claims the author makes.

3. What is an effective argument?

An effective argument supports a main claim—that is, a thesis—with a set of supporting claims. These key supporting ideas often are stated as topic sentences in body paragraphs. Each stage of the argument—each key supporting idea—is illustrated with logical and reliable evidence.

An effective argument also shows a clear understanding of differing viewpoints and does its best to acknowledge competing claims.

For example, in her argument in support of Oregon’s “pay it forward” college tuition plan, B. Dudley (2013) agrees with one set of opponents when she suggests that “we certainly agree that both the state and federal governments’ contributions to higher education need to be increased.” Yet she concludes that “pay it forward” is a good interim plan by arguing that “those are battles that will be fought out over several years. In the meantime, our students need and deserve a chance to get a college education without incurring enormous unrelenting debt.”

Dudley has not only acknowledged a set of opponents here, she has agreed that their argument is the best long-term goal.

4. What is an ineffective argument?

An argument may be ineffective for a variety of reasons. Maybe the “argument” does not make a claim that an academic audience would disagree with. For example, “smoking is bad for you” might be considered an ineffective argument, not because it is wrong but because your audience already knows this.

An argument also might be ineffective because the support for it is nonexistent. Paragraphs may make claim after claim while offering little to no evidence or illustration. Another reason that an argument may be ineffective is that the support is not logical. An example of an illogical argument would be that global warming doesn’t exist because it snowed in the Arizona desert last winter. An argument also may be ineffective if the evidence is unreliable, as would be the case if an author used material from a corporation’s website to praise or defend the company.

An argument also might be ineffective because it is too broad, which makes the claim difficult to “prove” in a short essay. Claims that gun control is needed/not needed or that abortion should be legal/illegal are examples of assertions that may lead to overly broad—and therefore ineffective—arguments.

Making a broad claim about an ongoing debate also makes it difficult to bring new perspectives to the discussion.

5. What is logos?

An appeal to logos relies upon on reason or logic. If an author appeals to logos, she is implying that her argument is convincing because it is rational (i.e., it “makes sense”).

The following logos-based appeal from Grist Magazine’s website aims to convince readers that they should do something about global warming:

  • every year since 1992 has been warmer than 1992;
  • the ten hottest years on record occurred in the last 15;
  • every year since 1976 has been warmer than 1976;
  • the 20 hottest years on record occurred in the last 25;
  • every year since 1956 has been warmer than 1956; and
  • every year since 1917 has been warmer than 1917.

(Beck, 2006)

Ideally, appeals to logos stand on their own, regardless of who is speaking and without the need to appeal to emotions.

6.  How do I recognize and evaluate logos in an argument?

While authors are free to draw on any of the three modes of persuasion, most academic arguments are grounded in logic, the careful use of reasoning, and evidence.

To determine whether a logos-based appeal is effective, ask the following questions:

  • How rational are the author’s claims? Are they logical?
  • Does the author have enough information to support his argument? Is the information sufficient ?
  • Is the author’s information typical , or is it so unusual that it really can’t be used to suggest that the claims in the argument are generally true?
  • How reliable are the author’s facts? Is his information accurate ?
  • Does the information the author is including actually have any bearing on his claims? Is the information relevant ?

When you ask whether the author’s information is sufficient , typical , accurate, and relevant , you are applying the STAR criteria: S ufficiency, T ypicality, A ccuracy, and R elevance.

7. What is ethos?

An appeal to ethos emphasizes the character of the author or speaker. If an author appeals to his ethos, he is suggesting that an audience should believe his claims because he is honest, trustworthy, and knowledgeable.

If the writer (or his publisher) emphasizes his authority or qualifications, or if he appeals to a shared sense of morality, he is making an appeal to his ethos.  A student writer might bolster his ethos by listing an author’s credentials:

Raghu Murtugudde is executive director of the Chesapeake Bay Forecasting System at the University of Maryland Earth System Science Interdisciplinary Center (ESSIC) and a professor in the Department of Atmospheric and Oceanic Science. ( LiveScience, 2013)

This statement of Murtugudde’s credentials is a rather overt appeal to his ethos, but there are many subtler versions of such appeals. A writer bolsters her ethos by presenting her papers in error-free prose, with no formatting anomalies. A speaker increases his ethos by dressing suitably and using style and tone appropriate to his audience. Both writers and speakers bolster their ethos by being knowledgeable and fair.

8. How do I recognize and evaluate ethos in an argument?

To determine whether an ethos-based appeal is effective, ask the following questions:

  • How knowledgeable is the author about her topic?
  • Is the author employing a confident, authoritative tone in her writing?
  • Is the author using reliable sources?
  • Has the author cited her sources accurately?
  • Does the author acknowledge the existence of other points of view?
  • Should the author be using other modes of appeal along with ethos, or is her argument primarily ethos-based?
  • Has the author proofread her work?

9. What is pathos?

An appeal to pathos uses emotion to persuade. If an author appeals to pathos, she is counting on an emotional response (pity, compassion, anger, fear, excitement, nostalgia, among others) to bring the reader/listener over to her side.

The following is a pathos-based appeal from the trailer for Al Gore’s documentary An Inconvenient Truth meant to convince viewers that they should do something about global warming (and, of course, watch the movie):

The Arctic is experiencing faster melting. If this [Arctic ice] were to go, sea level worldwide would go up 20 feet. . . . Here’s Manhattan. The World Trade Center Memorial would be underwater. Think of the impact of a couple hundred thousand refugees and then imagine 100 million.  . . . We have to act together to solve this global crisis. Our ability to live is what is at stake. (Gore, 2007)

Gore’s statement about the World Trade Center Memorial clearly appeals to our emotions. After all, he could have chosen countless other landmarks in the country, but he chose the site commemorating the loss of several thousand innocent civilians from an act of terrorism. We might assume, then, that his primary goal is to instill a sense of grief, fear, and outrage.

10. How do I recognize and evaluate pathos in an argument?

To determine whether a pathos-based appeal is effective, ask the following questions :

  • How vivid and engaging is the author’s language?
  • What kinds of anecdotes or stories does the author include that seem intended to appeal to his reader’s emotions?
  • Should the author be using other modes of appeal along with pathos, or is his argument primarily pathos-based?

11.  What is the rhetorical triangle?

The rhetorical triangle is a term used to describe the three major components of a communication situation:  the author, the audience, and the text. The author is the speaker or writer who produces the text, the audience is the listener or reader who receives the text, and the text is the set of words and/or images that is transmitted (or communicated) between the two parties (i.e., the author and the audience).

You can visualize this relationship like this:

   Audience

triangle

Author                   Text

The three points of the rhetorical triangle reflect and influence each other. For example, a speaker who is advocating for a new sports team on campus will present himself differently and argue different points depending upon whether he is making his case to a group of students or to the Radford University Board of Visitors. Good communicators know that a change in any one of the three elements of the rhetorical triangle will affect the other two elements.

12. How are logos, ethos, and pathos related to the rhetorical triangle?

Logos, ethos, and pathos can be paired with the three points of the rhetorical triangle.  Logos relies upon the rational qualities of the text or message to convince the reader/listener; ethos emphasizes the qualities of the author; and pathos draws on the emotional response of the audience.

You can visualize the relationship like this:

Audience (Pathos)

Author (Ethos)     Text (Logos)

While it is helpful to recognize the relationship between logos, ethos, and pathos and the three points of the rhetorical triangle, it is also important to note that actual communication situations are more complicated. For example, a speaker at a funeral might begin to cry as he relates a story of the deceased, thus bringing his audience to tears. It would be inappropriate, in this instance, to associate pathos only with the audience.

13. What is kairos?  

When an author employs kairos, she recognizes the timeliness of an issue, addresses a subject or point at an appropriate time, and/or provides examples that reflect a particular cultural moment. If an author uses kairos, she is likely addressing a current event or pressing issue or she has organized her claims in an appropriate and effective manner.

For example,  Tareg Hajj’s 2013 essay “The Grading Dispute at Radford University” addresses the issue of adding a plus and minus to final grades given at Radford University. Hajj was a freshman in the first undergraduate class to enter under the new grading system, and emotions were high regarding the changes that academic year. While the issue seems settled and perhaps uninteresting now, it was kairotic in its time.

When the a controversy moves past its kairotic window of relevance, we call the argument or discussion moot. Arguments can be become moot when the issue is resolved.

Some arguments leave the public consciousness for a while, only to resurface later. An example this would be the ongoing and changing nature of debates focusing on climate change.

14. How do I recognize and evaluate kairos in an argument? 

To determine whether a written argument or claim is kairotic, ask the following questions:

  • How current or relevant is the issue and/or the evidence?
  • Where and/or when is the argument being made?
  • Are points and/or illustrations ordered effectively? (Do claims build upon one another? Does each appear at the right moment?)

15. How can logos, ethos, pathos, and kairos work together?

It is important to note that one passage or even statement might draw on more than one appeal. The passage above from Gore’s An Inconvenient Truth certainly is designed to evoke emotion, but it also relies on observations of the increasing speed of melting in the Arctic. The word “inconvenient” provides a nod to kairos and the timing of the argument.

The following example from economists Gernot Wagner and Martin L. Weitzman uses appeals to logos, ethos, and pathos and shows an awareness of kairos:

What is scarier still is the uncertainty about the truly extreme outcomes [of climate change]. Our own calculations estimate that there is a roughly 5 percent to 10 percent chance that the eventual average temperature could be 6 degrees Celsius higher [than pre-industrial levels], rather than 3. What this would mean is outside anyone’s imagination, perhaps even Dante’s. (Wagner & Weitzman, 2013; brackets added)

Wagner and Weitzman refer to their “own calculations” (ethos) about the percent chance that temperature increases would double original expectations (logos). They then invoke the poet Dante Alighieri, whose Inferno describes the torments of Hell in hauntingly vivid fashion (pathos). Their attention to kairos is also signalled by the opening phrase “[w]hat is scarier still,” indicating that the reader has been given some less scary scenarios in order to prepare them for this more terrifying piece of evidence.

It is important not only to recognize the use of the different appeals, but also to evaluate their effectiveness. In addition, it’s important to recognize that they might not always be easy to separate; notice that in the example above, logos, ethos, pathos, and kairos are all present in two sentences. Further, “what is scarier still” works to both appeal to pathos and to indicate the writer’s awareness of the right time to present each bit of information. To what extent are you convinced by the different modes of persuasion? To what extent should you be?

References for Approaches to Written Argument

Banus, S. (2013 , April 17). Pet ownership in college can be a full time job.  The Tartan . Retrieved from http://www.rutartan.com/wordpress/?p=5498

Beck, C.  (2006, October 31).  One record year is not global warming – Luckily, there are plenty more years to consider. Grist . Retrieved from http://grist.org/climate-energy/one-record-year-is-not-global-warming/

Dudley, B. (2013, July 10). A desperate measure for desperate times.  New York Times . Retrieved from http://www.nytimes.com/roomfordebate/2013/07/09/study-nowpay-later/desperate-times-call-for-desperate-measures

Murtugudde, R. (2013, November 27). Climate change needs an elephant whisperer. LiveScience . Retrieved from www.livescience.com/41578-climate-change-needs-communicators.html

Salzano, J. (2013, April 10). Glitter and glamour: Inside children beauty pageants. The Tartan .Retrieved from www.rutartan.com/wordpress/?p=5459

Wagner, G., & M. Weitzman. (2013, October 10). Inconvenient uncertainties. The New York Times . Retrieved from www.nytimes.com/2013/10/11/opinion/inconvenient-uncertainties.html.

Adapted from Radford University Core Handbook , by Core Curriculum,  Public Domain

This work ( Elements of an Argument: Logos, Ethos, Pathos, and Kairos by Core Curriculum and Christina Frasier) is free of known copyright restrictions.

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Rhetorical Analysis Essay

Ethos Pathos Logos

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Understanding Ethos, Pathos, Logos - The Three Rhetorical Appeals

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Published on: Aug 10, 2020

Last updated on: Jan 31, 2024

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Have you ever struggled to persuade others to see your point of view? Do you find it challenging to convey your ideas effectively, whether in writing or speaking?

As a student, communication skills are crucial for your academic success and personal growth. However, simply stating your arguments may not be enough to convince others. You need to appeal to their emotions, logic, and credibility to create persuasive messages.

That's where ethos, pathos, and logos come in!

These three elements of communication can help you establish credibility, appeal to emotions, and make logical arguments. In this blog, we will explore the importance of ethos, pathos, and logos in effective communication. We will provide you with practical examples and tips to help you implement these principles in your own communication. 

So, let's dive in and discover the power of ethos, pathos, and logos!

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The Concept of Ethos

Ethos is the Greek word for "character ”. It is a rhetorical appeal that refers to the credibility and trustworthiness of the speaker or writer. 

Ethos is a critical element of effective communication, as it helps the audience to trust and believe the message being conveyed. 

How To Establish Ethos In Your Communication

Establishing ethos in your communication is essential, whether you are giving a presentation, writing an essay, or engaging in a debate. 

To establish ethos, you need to do the following:

  • Demonstrate your expertise: Provide evidence that you are knowledgeable about the subject matter you are discussing. This could include citing sources, sharing your qualifications or experience, or referencing your previous work on the topic.
  • Show your trustworthiness: Be transparent and honest in your communication. Avoid exaggerating or distorting information, and admit when you are unsure about something.
  • Be respectful: Treat your audience with respect and avoid insulting or belittling them.

Elements of Ethos 

The three elements of ethos are phronesis, arete, and eunoia.

  • Phronesis: It refers to practical wisdom or practical intelligence. It is the ability to demonstrate sound judgment, practical knowledge, and expertise in a particular field. Phronesis helps establish credibility by showcasing competence and expertise.
  • Arete: Arete is often translated as "excellence" or "virtue." It refers to the character, integrity, and moral goodness of the speaker or writer. Speakers or writers with arete gain the audience's trust, enhancing the persuasive power of their message.
  • Eunoia: It is the goodwill or benevolence displayed by the speaker or writer toward the audience. It involves the ability to show empathy, understanding, and concern for the well-being and interests of the audience. Eunoia can be conveyed through language, tone, gestures, and other non-verbal cues, making the audience feel valued.

Examples of Ethos in Communication

Here are examples of ethos in two different contexts:

Example# 1: Political Speech

In a political speech, a candidate may establish their credibility by referencing their experience in public service, accomplishments, and education. 

For example, a candidate might say,

Example# 2: Marketing

In marketing, a company may use ethos to establish credibility and trustworthiness with its customers. For example, a company that sells natural and organic skincare products might use the tagline,

The company uses ethos in its marketing by highlighting the endorsement of dermatologists and the loyalty of its customers. This approach appeals to consumers who value natural and safe skincare products.

Common Mistakes to Avoid When Using Ethos

Here are some common mistakes to avoid when using ethos in communication:

  • Using irrelevant or unreliable sources to back up your arguments.
  • Overemphasizing your own qualifications or expertise to the point of appearing arrogant.
  • Failing to address counterarguments or alternative perspectives.
  • Providing false information or distorting facts.
  • Insulting or belittling your audience.

Want to learn about Ethos, Pathos, and Logos in a fun way? Watch this video!

The Concept of Pathos

Pathos is a rhetorical device that involves the use of emotional appeals to persuade an audience. It is one of the three modes of persuasion identified by Aristotle, alongside ethos and logos. 

Pathos is about connecting with your audience on an emotional level, appealing to their values, desires, fears, and hopes. Effective use of pathos can be a powerful tool for communication because it can engage the audience and elicit a response.

Some of the most common emotions that pathos appeals to include: love, fear, anger, pity, joy, and sadness. 

How To Use Pathos Effectively in Your Communication 

To use pathos effectively in your communication, consider the following tips:

  • Know your audience: Understand the emotions, values, and beliefs of your audience to tailor your message to them.
  • Use vivid language and imagery: It creates a visual image in the audience's mind to make your message more memorable.
  • Tell stories: Stories are a powerful way to evoke emotions and create empathy. Use anecdotes and narratives that illustrate your point and appeal to your audience's emotions.
  • Use humor: Humor can be an effective way to create a positive emotional connection with your audience.
  • Be sincere: Authenticity is key when using pathos. Avoid manipulating emotions or using insincere tactics to elicit an emotional response.
  • Use appropriate emotions: Be mindful of the emotions you are appealing to and make sure they are appropriate for the message.
  • Combine pathos with logos and ethos: Pathos is most effective when used in conjunction with logical reasoning and ethical appeals.

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Examples of Pathos in Communication

Here are two examples of pathos in communication:

Example# 1: Speech About Climate Change

Here, the speaker uses pathos by appealing to the audience's emotions about their children and the future of the planet. The emotional appeal is reinforced by the personal anecdote of looking into his daughter's eyes.

Example# 2: Speech About Overcoming Adversity

Here the speaker uses pathos by appealing to the audience's emotions about overcoming adversity and achieving success. The emotional appeal is reinforced by the personal anecdote of the speaker's own struggle with a learning disability.

Common Mistakes to Avoid When Using Pathos

Let’s take a look at some common mistakes to avoid when using pathos:

  • Overusing emotions to manipulate the audience.
  • Using inappropriate emotions for the audience or message.
  • Ignoring or downplaying logical or ethical appeals.
  • Failing to back up emotional appeals with evidence or support.
  • Using too many emotional appeals, which can weaken the overall impact.
  • Using clichéd or overused emotional appeals.
  • Being insincere or fake when trying to appeal to emotions.

The Concept of Logos

Logos is a Greek word that means ‘plan’ or ‘reason.’ It is the use of logic, reasoning, and evidence to support an argument or message. It establishes credibility and reliability by presenting a well-reasoned and logical argument.

Logos is particularly important in academic or professional contexts, where accuracy, precision, and objectivity are valued. It can also be used effectively in marketing messages that rely on data, statistics, or other evidence to support claims.

How To Use Logos Effectively in Your Communication 

Here is how to use logos in your communication:

Do your research: Thoroughly research your topic and gather relevant data and statistics to support your argument. Use clear and concise language: Use language that is easy to understand and avoid technical jargon or overly complicated terminology. Use visual aids: Charts, graphs, and other visual aids can help to illustrate your points and make your argument more persuasive. Appeal to common sense: Use logical reasoning and appeal to common sense to support your argument. Anticipate counterarguments: Consider potential counterarguments to your position and address them in your communication. Be honest and transparent: Use accurate and truthful information, and be transparent about your sources and methodology.

Examples of Logos in Communication

Let’s check examples of logos in communication:

Example# 1:

Here, the speaker is using a statistic from a credible source to support the argument that regular exercise is important for good health.

Example# 2:

In this example, the speaker is using market data to support the argument that investing in renewable energy is a smart decision.

Mistakes to Avoid when Using Logos

To be effective in using logos, it's important to avoid certain mistakes.

  • Failing to use credible sources or using outdated information.
  • Ignoring counterarguments or failing to address potential weaknesses in your argument.
  • Overloading the audience with too much data or technical jargon that they may not understand.
  • Using faulty or illogical reasoning, such as drawing false conclusions or making unwarranted assumptions.
  • Failing to connect with the audience on an emotional level, as logos alone may not always be persuasive enough.
  • Ignoring the context or audience, such as using data or evidence that may not be relevant or persuasive to them.

Comparison of Rhetorical Appeals: Ethos, Pathos, and Logos

Here is a comparison table of the three main rhetorical appeals:

Gain a comprehensive understanding by exploring our blog on rhetorical analysis essays !

Ethos, Pathos, Logos Examples

The following are some ethos, logos, and pathos examples to help you make your content convincing.

Ethos, Pathos, and Logos in Advertising

Ethos, Pathos, and Logos Worksheet

Ethos, Pathos Logos Identifier

To summarize,  Understanding ethos, pathos, and logos is crucial in creating an effective and persuasive essay. These three elements can greatly influence your audience's perception and engagement with your writing. 

We hope this guide has provided you with a clear understanding of these concepts and how to incorporate them into your own writing.

Navigate your college journey with ease using our college paper writing service , where academic excellence is always the priority. Specializing in analytical essay writing services , we bring a critical and insightful approach to your papers, ensuring they stand out in both content and quality.

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Frequently Asked Questions

What are ethos, pathos, and logos called.

Ethos, pathos, and logos are commonly referred to as rhetorical appeals.

What are the four components of ethos?

Below are the four components of ethos.

  • Similarity to the audience
  • Trustworthiness

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How to use Ethos, Pathos and Logos in a Persuasive Essay

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Ethos, Pathos, and Logos are three types of persuasion that an author or speaker can use to convince the audience. Ethos is the appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Pathos is the appeal to emotion, and it’s a way of convincing an audience of an argument by creating an emotional response. Logos is the appeal to logic, and it uses logical reasoning as its main tool for persuasion.

This article will discuss using these three modes when writing your essay. The difference between ethos, pathos, and logos will be elaborated by ethos, pathos, and logos examples.

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What Is Logos? 

The third and final aspect of ethos, logos, is an appeal to logic. It attempts to persuade readers by using reason, rationality, and facts. You can use logos to present evidence for your thesis statement—using statistics or examples from the world around you—or it can be used as a standalone approach. Either way, logos are best when backed up by evidence from the real world.

Logos makes sense because it appeals to our rational minds: we use logic every day to make decisions (or not). We ask ourselves, “Is this a good idea?” or “Will this benefit me?” We weigh the pros and cons before acting on impulse; we think about consequences before making purchases; we run through a cost-benefit analysis before investing our time or money into something new. Logos tries its hardest not just because it makes sense but because it works!

Examples of Logos

Logos are often used in essays to support a claim, explain why something is true, or give an example. For example:

  • “I can’t wait for our next meeting because it will be fun.” (explanation)
  • “That’s not fair! You’re supposed to let me go first.” (reasoning)

Logos are especially useful when persuading someone or making your point clear. They’re also good for showing that you understand how things work or what makes them important. For example:

  • “I know that many people think they need a degree to get a job in this field, but I think most employers value experience over education anyway.” (logical reasoning)

What Is Ethos

Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Ethos is the Greek word for “character.” The rhetoric must establish trust with an audience to persuade them effectively. Effective ethos will make your audience feel more comfortable with you and more likely to believe what you say.

To establish ethos, you can refer to other people who have similar credentials, experience, or knowledge as yourself or else provide evidence that shows how your expertise has been beneficial in similar situations before (this makes it easier for others to accept your knowledge because they know how much experience you have).

Examples of Ethos 

Examples of Ethos:

  • Speeches (e.g., Martin Luther King Jr.’s “ I Have a Dream ” speech)
  • Advertisements (e.g., Nike’s “Just Do It” campaign)
  • Literature and poetry (e.g., Edgar Allan Poe’s “ The Raven “)
  • Journalism (e.g., the New York Times’ coverage of Hurricane Harvey)
  • Politics (e.g., Donald Trump’s presidential inauguration speech)

In daily life, you can use examples of ethos to persuade people to get what you want or do what you ask them to do.

What Is Pathos?

Pathos is all about the emotional connection between the speaker and the audience. It’s an appeal to the senses and feelings of an audience, often through pity or sympathy.

Essentially, pathos is all about persuasion through emotion: it’s how you can use pathos in your writing (and in life) to influence people—and get them on your side.

Because when we’re moved by something, whether it be a person’s suffering or a cause we believe in, we are more likely to act on that feeling than if there were no emotion.

So, what emotions does pathos evoke? There are many ways for writers and speakers alike to use pathos in their work—but these three methods of persuasion will probably come up most often: empathy, fear, guilt/shame.

Examples of Pathos 

Here are some examples of how you can use pathos in various forms of writing:

  • In advertising, an emotional appeal is often used to persuade viewers that a product will improve their lives. For example, one advertisement might portray a family enjoying time together using their new vacuum cleaner. Another advertisement might show a man alone at home watching TV and eating potato chips—but he could be happy if only he had this new brand of hot sauce!
  • In speeches or debates, an emotional appeal is often used to encourage people to take action on something important to them or others. An activist might speak about how many animals have died yearly because they were trapped in animal testing labs—and ask everyone listening what they will do. A politician might talk about how his opponent’s policies won’t truly help people who need jobs; instead, he’ll ensure everyone has health insurance and gets paid more money for working full-time than if they were unemployed!
  • Legal cases can include stories from witnesses or victims who experienced suffering because someone else committed wrongdoings against them (or even themselves). If you want someone else punished for stealing your car stereo system when all you did was walk outside your house one day and then come back later when there was nothing left where it should’ve been…then tell us why we should care!

Bonus: What Is Kairos?

Kairos is the right time to deliver your message.

It’s used in persuasive writing to take advantage of your audience’s current state of mind so they’re more likely to listen and act on whatever you’re trying to get across.

The best way to use kairos is by connecting with your reader emotionally—you want them to relate what you have written with their own experiences so that they can connect with what you are saying, whether it be about a product or an idea.

Examples of Kairos

Kairos is a Greek word meaning “the right or opportune moment (the supreme moment).” When the time is right, you do the right thing.

One of the most classic uses of kairos was in ancient Greece, when people would use it before speaking to kings and royalty. If someone had something important to say, they waited for a kairotic moment where both parties were available and in an appropriate mood to hear their speech.

You can use Kairos when you need to take advantage of an opportunity as soon as it arises. It’s similar to timeliness, but rather than just being on time, it’s more like jumping into action before anyone else has thought about doing so themselves! This can be useful when trying out new ideas or coming up with innovative solutions because you can come up with them before anyone else does, which means that other people will start thinking about them (which could give them ideas).

Final Thoughts on Ethos Pathos and Logos

Ethos, pathos, and logos are three important elements to consider when writing your essay.

  • Ethos is the writer’s credibility, which you can establish by using facts and figures that are credible and relevant to the topic being discussed.
  • Pathos is an appeal to emotion to create a connection with the reader, who will feel compelled to agree with your argument. Opening paragraphs of essays often use pathos because they set expectations for what will come later in the essay.
  • Logos refers to appeals based on logic or reason rather than emotions or feelings—and, as such, relies on strong arguments supported by evidence (facts). You can use logos in any part of your essay, but especially at the end, where you want readers who did not initially agree with your point of view to change their minds after reading your supporting evidence.

Get Help from our Experts with your essay.

Our company is a professional writing service that helps students with essay writing. We have been offering this type of help to students for over 20 years, so we know what works and what does not in terms of academic success. Our team consists of highly qualified experts ready to provide you with the best possible assistance at any process stage, from initial brainstorming to final editing. In addition, we use advanced tools such as Grammarly to ensure that your written composition is flawless and fully consistent with all academic standards.

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  • Developing an outline for your essay by guiding how it should look and where each paragraph should go;
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  • Revising existing essays according to your instructions (you can find examples here);

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I am dedicated to creating engaging blog posts that provide valuable insights and advice to help students excel in their studies. From study tips to time management strategies, my goal is to empower students to reach their full potential.

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Open Letters: Our New Opinion-Writing Contest

We invite students to write public-facing letters to people or groups about issues that matter to them. Contest dates: March 13 to May 1.

By The Learning Network

What’s bothering you? Who could do something about it? What could you say to them that would persuade them to care, or to make change?

And … what if we all read your letter? How could you make us care too?

These are some of the questions we’re asking you to ponder for our new Open Letter Contest. An open letter is a published letter of protest or appeal usually addressed to an individual, group or institution but intended for the general public. Think of the many “Dear Taylor Swift” open letters you can find online and on social media: Sure, they’re addressed to Ms. Swift, but they’re really a way for the writer to share opinions and feelings on feminism, or ticket sales, or the music industry, or … the list goes on.

As you might already know if you’ve read Martin Luther King’s famous Letter From Birmingham Jail , an open letter is a literary device. Though it seems on the surface to be intended for just one individual or group, and therefore usually reads like a personal letter (and can make readers feel they are somehow “listening in” on private thoughts), it is really a persuasive essay addressed to the public. This recent letter signed by over 1,000 tech leaders about the dangers of A.I. , this funny 2020 letter addressed to Harry and Meghan , and this video letter from young Asian Americans to their families about Black Lives Matter are all examples of the tradition.

Now we’re inviting you to try it yourself. Write your own open letter, to anyone you like on any issue you care about, as long as it is also appropriate and meaningful for a general Times audience.

Whom should you write to? What should you say? How do open letters work?

The rules and FAQ below, along with our Student Opinion forum and related how-to guide , can walk you through ways to get started.

This is a new contest and we expect questions. Please ask any you have in the comments and we’ll answer you there, or write to us at [email protected]. And, consider hanging this PDF one-page announcement on your class bulletin board.

Here’s what you need to know:

The challenge, a few rules, resources for students and teachers, frequently asked questions, submission form.

Write an open letter to a specific audience that calls attention to an issue or problem and prompts reflection or action on it.

Whether you choose to write to your parents, teachers, school board members or mayor; a member of Congress; the head of a corporation; an artist or entertainer; or a metonym like “Silicon Valley” or “The Kremlin,” ask yourself, What do I care about? Who can make changes, big or small, local or global, to address my issue or problem? What specifically do I want my audience to understand or do? And how can I write this as an “open letter,” compelling not just to me and the recipient, but to the general audience who will be reading my words?

The Times has published numerous open letters over the years, to both famous and ordinary people. You can find a long list of free examples in our related guide .

This contest invites students to express themselves and imagine that their words can lead to real change.

Your open letter MUST:

Focus on an issue you care about and with which you have some experience. You can write about almost anything you like, whether it’s a serious issue like bullying , or something more lighthearted like why bugs deserve respect , but we have found over the years that the most interesting student writing grows out of personal experience. Our related Student Opinion forum and how-to guide can help you come up with ideas.

Address a specific audience relevant to the issue. Choose an individual, group, organization or institution who is in a position to make change or promote understanding about your topic.

Call for action, whether the change you seek is something tangible , like asking Congress to enact a law or demanding a company stop a harmful practice, or something more abstract, like inviting your audience to reflect on something they may have never considered.

Be suitable and compelling for a wide general audience . An open letter simultaneously addresses an explicit recipient — whether Joe Biden or your gym teacher — as well as us, the general public, your implicit audience. Though your letter might seem to be meant just for one person, it is really trying to persuade all readers. Make sure you write it in such a way that it is relevant, understandable, appropriate and meaningful for anyone who might come across it in The New York Times. (Again, our related guide can help.)

Be written as a letter, in a voice and tone that is appropriate for both your audience and purpose. Are you simply taking an argumentative essay you’ve written for school already and slapping a “Dear X” on top of it and a “Sincerely, Y” on the bottom? No. A letter — even an open letter — is different from a formal essay, and your writing should reflect that. Can you be informal? Funny? If that makes sense for your purpose and audience, then yes, please.

Our related guide, and the many examples we link to, can help you think about this, but we hope the format of a letter will let you loosen up a bit and express yourself in your natural voice. (For example, you’ll be writing as “I” or “we,” and addressing your letter’s recipient as “you.”)

Also attempt to persuade a general audience. Though it is written in the form of a letter, it is an opinion piece, and you are trying to make a case and support it with evidence, as you would any argument. Remember that you are trying to change hearts and minds, so you’ll be drawing on the same rhetorical strategies as you might have for our long-running editorial contest . (Again, more on this in the related guide .)

Make your case in 460 words or fewer. Your title and sources are not part of the word count.

Inform with evidence from at least two sources, including one from The Times and one from outside The Times. We hope this contest encourages you to deepen your understanding of your topic by using multiple sources, ideally ones that offer a range of perspectives. Just make sure those sources are trustworthy .

Because this is a letter, not a formal essay, we are not asking you to provide in-text citations, but we will be asking you to list the sources you used — as many as you like — in a separate field that does not contribute to your word count. Keep in mind, however, that if you include evidence from those sources, our readers (and judges) should always be able to tell where it came from. Be careful to put quotations around any direct quotes you use, and cite the source of anything you paraphrase.

In addition to the guidelines above, here are a few more details:

You must be a student ages 13 to 19 in middle school or high school to participate , and all students must have parent or guardian permission to enter. Please see the F.A.Q. section for additional eligibility details.

The writing you submit should be fundamentally your own — it should not be plagiarized, created by someone else or generated by artificial intelligence.

Your open letter should be original for this contest. That means it should not already have been published at the time of submission, whether in a school newspaper, for another contest or anywhere else.

Keep in mind that the work you send in should be appropriate for a Times audience — that is, something that could be published in a family newspaper (so, please, no curse words).

You may work alone or in groups , but students should submit only one entry each.

You must also submit a short, informal “artist’s statement” as part of your submission, that describes your writing and research process. These statements, which will not be used to choose finalists, help us to design and refine our contests. See the F.A.Q. to learn more.

All entries must be submitted by May 1, at 11:59 p.m. Pacific time using the electronic form at the bottom of this page.

Use these resources to help you write your open letter:

Our step-by-step guide : To be used by students or teachers, this guide walks you through the process of writing an open letter.

A list of free examples of open letters published both in and outside The New York Times, which you can find in our step-by-step guide .

A writing prompt: To Whom Would You Write an Open Letter? This prompt offers students a “rehearsal space” for thinking about to whom they’d like to write, the reason they’re writing and why they think that issue is important — not only for the recipient but also for a wider audience.

Argumentative writing prompts: We publish new argumentative writing prompts for students each week in our Student Opinion and Picture Prompt columns. You can find them all, as they publish, here , or many of them, organized by topic, in our new collection of over 300 prompts .

Argumentative writing unit: This unit includes writing prompts, lesson plans, webinars and mentor texts. While it was originally written to support our Student Editorial Contest , the resources can help students make compelling arguments, cite reliable evidence and use rhetorical strategies for their open letters as well.

Our contest rubric : This is the rubric judges will use as they read submissions to this contest.

Below are answers to your questions about writing, judging, the rules and teaching with this contest. Please read these thoroughly and, if you still can’t find what you’re looking for, post your query in the comments or write to us at [email protected].

Questions About Writing

How is this contest different from your long-running Editorial Contest? Can we still use those materials?

For a decade we ran an editorial contest , and the students who participated wrote passionately about all kinds of things — A.I. , fast fashion , race , trans rights , college admissions , parental incarceration , fan fiction , snow days , memes , being messy and so much more . You can still write about the issues and ideas that fire you up — it’s just that this time around you’ll be framing your work as a letter to a person who has the power to make change on or bring understanding to that issue.

Our related guide has more about the differences between a traditional opinion essay and an open letter, but the many materials we developed for that earlier contest are also woven into the guide, as concepts like ethos, logos and pathos are still very much relevant to this challenge.

I have no idea what to write about. Where should I start?

Our Student Opinion forum can help via its many questions that encourage you to brainstorm both the audience you might write to and the topics you’d like to address.

Can I actually send my open letter?

You can! Just wait until after you have submitted your work to us to do so. (As always for our contests, you retain the copyright to the piece you submit, and can do whatever you like with it.)

Questions About Judging

How will my open letter be judged?

Your work will be read by New York Times journalists, as well as by Learning Network staff members and educators from around the United States. We will use this rubric to judge entries.

What’s the “prize”?

Having your work published on The Learning Network and being eligible to have your work published in the print New York Times.

When will the winners be announced?

About 8-10 weeks after the contest has closed.

My piece wasn’t selected as a winner. Can you tell me why?

We typically receive thousands of entries for our contests, so unfortunately, our team does not have the capacity to provide individual feedback on each student’s work.

QUESTIONS ABOUT THE RULES

Who is eligible to participate in this contest?

This contest is open to students ages 13 to 19 who are in middle school or high school around the world. College students cannot submit an entry. However, high school students (including high school postgraduate students) who are taking one or more college classes can participate. Students attending their first year of a two-year CEGEP in Quebec Province can also participate. In addition, students age 19 or under who have completed high school but are taking a gap year or are otherwise not enrolled in college can participate.

The children and stepchildren of New York Times employees are not eligible to enter this contest. Nor are students who live in the same household as those employees.

Can I have someone else check my work?

We understand that students will often revise their work based on feedback from teachers and peers. That is allowed for this contest. However, be sure that the final submission reflects the ideas, voice and writing ability of the student, not someone else.

Do I need a Works Cited page?

Yes. We provide you with a separate field to list the sources you used to inform or write your open letter. You’re allowed to format your list however you want; we will not judge your entry based on formatting in this section. Internal citations in your letter are not necessary.

Why are you asking for an Artist’s Statement about our process? What will you do with it?

All of us who work on The Learning Network are former teachers. One of the many things we miss, now that we work in a newsroom rather than a classroom, is being able to see how students are reacting to our “assignments” in real time — and to offer help, or tweaks, to make those assignments better. We’re asking you to reflect on what you did and why, and what was hard or easy about it, in large part so that we can improve our contests and the curriculum we create to support them. This is especially important for new contests, like this one.

Another reason? We have heard from many teachers that writing these statements is immensely helpful to students. Stepping back from a piece and trying to put into words what you wanted to express, and why and how you made artistic choices to do that, can help you see your piece anew and figure out how to make it stronger. For our staff, they offer important context that help us understand individual students and submissions, and learn more about the conditions under which students around the world create.

Whom can I contact if I have questions about this contest or am having issues submitting my entry?

Leave a comment on this post or write to us at [email protected].

QUESTIONS ABOUT TEACHING WITH THIS CONTEST

Do my students need a New York Times subscription to access these resources?

No. All of the resources on The Learning Network are free.

If your students don’t have a subscription to The New York Times, they can also get access to Times pieces through The Learning Network . All the activities for students on our site, including mentor texts and writing prompts, plus the Times articles they link to, are free. Students can search for articles using the search tool on our home page.

How do my students prove to me that they entered this contest?

After they press “Submit” on the form below, they will see a “Thank you for your submission.” line appear. They can take a screenshot of this message. Please note: Our system does not currently send confirmation emails.

Please read the following carefully before you submit:

Students who are 13 and older in the United States or the United Kingdom, or 16 and older elsewhere in the world, can submit their own entries. Those who are 13 to 15 and live outside the United States or the United Kingdom must have an adult submit on their behalf.

All students who are under 18 must provide a parent or guardian’s permission to enter.

You will not receive email confirmation of your submission. After you submit, you will see the message “Thank you for your submission.” That means we received your entry. If you need proof of entry for your teacher, please screenshot that message.

If you have questions about your submission, please write to us at [email protected] and provide the email address you used for submission.

IMAGES

  1. Ethos, Logos and Pathos Essay examples

    ethos in an argumentative essay

  2. 005 Argumentative Essay Sample Research Paper ~ Museumlegs

    ethos in an argumentative essay

  3. 10 Proven Steps to Identify Ethos, Pathos, Logos in an Article

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  4. Aristotle's Appeals: Ethos, Pathos, Logos/Writing an Argumentative Essay

    ethos in an argumentative essay

  5. Admission essay: How to use ethos pathos and logos in an essay

    ethos in an argumentative essay

  6. The Three Musketeers of Argument Poster

    ethos in an argumentative essay

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  2. Argumentative Essay Research A

  3. Literary Term

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  5. Argumentative Essay: Victim Blaming

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COMMENTS

  1. How To Incorporate Ethos, Logos, and Pathos in Your Writing

    Aristotle developed the concept of "ethos," "logos," and "pathos.". Ethos, logos, and pathos are elements of writing that make it more effective and persuasive. While ethos establishes the writer's credibility, logos appeals to the audience's reason, and pathos appeals to their emotions. These three concepts, also known as the ...

  2. 15 Ethos Examples (Appeal to Credibility) (2024)

    Ethos (Appeal to credibility): Persuasion through establishing the character of the speaker. Pathos (Appeal to emotion): Persuasion through putting the hearer into a certain frame of mind. Logos (Appeal to logic): Persuasion through proof or seeming proof. For Aristotle, speech consists of three things: the speaker, the hearer, and the speech.

  3. What Is Ethos? Definition of Ethos With Examples

    2. Arete is the general moral virtue or charity of your argument. An essential part of using ethos is to explain the morality of your argument to the reader. Don't assume that a reader agrees with you or shares your preconceptions. Take the time to lay out how you arrived at your position and why your point of view is just and moral.

  4. Logos, Ethos & Pathos: Easy Explainer + Examples

    Simply put, logos, ethos and pathos are three powerful tools that you can use to persuade an audience of your argument. At the most basic level, logos appeals to logic and reason, while pathos appeals to emotions and ethos emphasises credibility or authority. Naturally, a combination of all three rhetorical appeals packs the biggest punch, but ...

  5. Ethos Pathos Logos: Be More Persuasive in Your Essay

    Tips for Applying Logos in Your Writing. Strategy 1 — State the facts. Statistics, data, and other irrefutable facts make ideal evidence. "Twenty-seven percent of college students will experience back pain at some point due to the weight of their textbooks.". Strategy 2 — Show that it would be unreasonable not to take your side.

  6. Establishing Ethos

    You can establish ethos—or credibility—in two basic ways: you can use or build your own credibility on a topic, or you can use credible sources, which, in turn, builds your credibility as a writer. Credibility is extremely important in building an argument, so, even if you don't have a lot of built-in credibility or experience with a ...

  7. How to Write a Rhetorical Analysis

    Revised on July 23, 2023. A rhetorical analysis is a type of essay that looks at a text in terms of rhetoric. This means it is less concerned with what the author is saying than with how they say it: their goals, techniques, and appeals to the audience. A rhetorical analysis is structured similarly to other essays: an introduction presenting ...

  8. Ethos

    Aristotle argued that ethos was the most powerful of the modes of persuasion, and while you may disagree, you can't discount its power. After all, think about the way advertisers use ethos to get us to purchase products. Taylor Swift sells us perfume, and Peyton Manning sells us pizza. But, it's really their fame and name they are selling.

  9. 9.12: Ethos

    Ethos is the defining character or disposition of a person, community, or group. When we refer to ethos as a rhetorical appeal, we are referring to the ways in which credibility, or good character, is established and maintained. As a reader, viewer, or consumer, you need to be aware of the ways an individual or artifact manipulates ethos ...

  10. Using Ethos in an Essay: Crafting Persuasive and Credible Arguments

    When it comes to the art of persuasion, the effective use of ethos can be a powerful tool. In this how to use ethos in an essay, we will delve into the depths of this rhetorical strategy, exploring how it lends credibility and authenticity to your arguments.As you navigate the intricate landscape of persuasive writing, understanding how to wield ethos can elevate your essay from mere words to ...

  11. Rhetorical Strategies

    Ethos. Ethos or the ethical appeal is based on the character, credibility, or reliability of the writer. There are many ways to establish good character and credibility as an author: Use only credible, reliable sources to build your argument and cite those sources properly. Respect the reader by stating the opposing position accurately.

  12. How to Use Ethos Pathos and Logos in an Essay

    You may not know it but you need logos, ethos, pathos, and even kairos to come up with a good essay. Basically, these things, also called modes of persuasion, ethical strategies, or rhetorical appeals, can help you convince your audience and support your arguments. These four elements of persuasion were even described by Aristotle in his ...

  13. 3.4 Rhetorical Appeals: Logos, Pathos, and Ethos Defined

    Attributions: Melanie Gagich and Emilie Zinckel are the original authors of this section.This is an adaptation of Rhetorical Appeals: Logos, Pathos, and Ethos Defined from A Guide to Rhetoric, Genre, and Success in First-Year Writing by Melanie Gagich & Emilie Zickel is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

  14. Ethos

    Ethos, along with logos and pathos, is one of the three "modes of persuasion" in rhetoric (the art of effective speaking or writing). Ethos is an argument that appeals to the audience by emphasizing the speaker's credibility and authority. If the speaker has a high-ranking position, is an expert in his or her field, or has had life experience ...

  15. What Are Ethos, Pathos, & Logos? Examples & How To Use Them

    Make sure your argument is persuasive by learning the three modes of persuasion—ethos, pathos, and logos—and how to effectively use them in communication.

  16. Ethos

    What is Ethos? Ethos implies credit of an argument to readers when it tries to persuade them of certain ideas. When reading an argument, readers mainly judge the Ethos by the identity of the author and the credibility of the sources used in the argument. ... In my essay, they appear in the same paragraph, but here I just separate them for the ...

  17. Ethos, Pathos, and Logos

    Many students face this challenge when trying to convey their ideas convincingly. Whether it's in a class discussion, a persuasive essay, or a presentation, the art of persuasion often seems elusive. But fear not! In this blog, we're going to delve deep into the world of ethos, pathos, and logos, the three pillars of persuasive communication.

  18. How to Write an Argumentative Essay

    Make a claim. Provide the grounds (evidence) for the claim. Explain the warrant (how the grounds support the claim) Discuss possible rebuttals to the claim, identifying the limits of the argument and showing that you have considered alternative perspectives. The Toulmin model is a common approach in academic essays.

  19. Elements of an Argument: Logos, Ethos, Pathos, and Kairos

    How do I recognize and evaluate ethos in an argument? To determine whether an ethos-based appeal is effective, ask the following questions: ... For example, Tareg Hajj's 2013 essay "The Grading Dispute at Radford University" addresses the issue of adding a plus and minus to final grades given at Radford University. Hajj was a freshman in ...

  20. PDF Rhetorical Analysis Essay: Ethos, Pathos, Logos

    Rhetorical Analysis Essay: Ethos, Pathos, Logos Created by: Brandon Everett Summer 2019 An appeal is an author's attempt to earn audience approval. Authors will utilize specific devices and techniques to appeal to emotion, values, character, and reason in their writing in order to make their arguments more persuasive.

  21. PDF Arguing With Aristotle Ethos, Pathos, Logos

    Students realize that persuasive messages in advertisements, songs, speeches and everyday communication can be analyzed during a transitions course. They want to improve their writing in preparation for writing courses in college. Outcome (lesson objective) Students write an argumentative essay using ethos, pathos and logos. Time Frame Up to 10 ...

  22. Ethos, Pathos, Logos: The Three Pillars of Persuasion

    Understanding ethos, pathos, and logos is crucial in creating an effective and persuasive essay. These three elements can greatly influence your audience's perception and engagement with your writing. We hope this guide has provided you with a clear understanding of these concepts and how to incorporate them into your own writing.

  23. Mastering Ethos, Pathos, And Logos For Persuasive Essays

    Ethos, Pathos, and Logos are three types of persuasion that an author or speaker can use to convince the audience. Ethos is the appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Pathos is the appeal to emotion, and it's a way of convincing an audience of an argument by creating an ...

  24. Aristotle's Ethos and Pathos Analysis

    Aristotle's concepts of ethos and pathos continue to play a significant role in persuasive communication. Ethos, based on the credibility and authority of the speaker, influences the audience's perception of the message. Pathos, on the other hand, appeals to the emotions of the audience, creating a connection and eliciting a desired response.

  25. Open Letters: Our New Opinion-Writing Contest

    Our related guide has more about the differences between a traditional opinion essay and an open letter, but the many materials we developed for that earlier contest are also woven into the guide ...