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How to write a rhetorical analysis | Key concepts & examples

How to Write a Rhetorical Analysis | Key Concepts & Examples

Published on August 28, 2020 by Jack Caulfield . 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.

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Key concepts in rhetoric, analyzing the text, introducing your rhetorical analysis, the body: doing the analysis, concluding a rhetorical analysis, other interesting articles, frequently asked questions about rhetorical analysis.

Rhetoric, the art of effective speaking and writing, is a subject that trains you to look at texts, arguments and speeches in terms of how they are designed to persuade the audience. This section introduces a few of the key concepts of this field.

Appeals: Logos, ethos, pathos

Appeals are how the author convinces their audience. Three central appeals are discussed in rhetoric, established by the philosopher Aristotle and sometimes called the rhetorical triangle: logos, ethos, and pathos.

Logos , or the logical appeal, refers to the use of reasoned argument to persuade. This is the dominant approach in academic writing , where arguments are built up using reasoning and evidence.

Ethos , or the ethical appeal, involves the author presenting themselves as an authority on their subject. For example, someone making a moral argument might highlight their own morally admirable behavior; someone speaking about a technical subject might present themselves as an expert by mentioning their qualifications.

Pathos , or the pathetic appeal, evokes the audience’s emotions. This might involve speaking in a passionate way, employing vivid imagery, or trying to provoke anger, sympathy, or any other emotional response in the audience.

These three appeals are all treated as integral parts of rhetoric, and a given author may combine all three of them to convince their audience.

Text and context

In rhetoric, a text is not necessarily a piece of writing (though it may be this). A text is whatever piece of communication you are analyzing. This could be, for example, a speech, an advertisement, or a satirical image.

In these cases, your analysis would focus on more than just language—you might look at visual or sonic elements of the text too.

The context is everything surrounding the text: Who is the author (or speaker, designer, etc.)? Who is their (intended or actual) audience? When and where was the text produced, and for what purpose?

Looking at the context can help to inform your rhetorical analysis. For example, Martin Luther King, Jr.’s “I Have a Dream” speech has universal power, but the context of the civil rights movement is an important part of understanding why.

Claims, supports, and warrants

A piece of rhetoric is always making some sort of argument, whether it’s a very clearly defined and logical one (e.g. in a philosophy essay) or one that the reader has to infer (e.g. in a satirical article). These arguments are built up with claims, supports, and warrants.

A claim is the fact or idea the author wants to convince the reader of. An argument might center on a single claim, or be built up out of many. Claims are usually explicitly stated, but they may also just be implied in some kinds of text.

The author uses supports to back up each claim they make. These might range from hard evidence to emotional appeals—anything that is used to convince the reader to accept a claim.

The warrant is the logic or assumption that connects a support with a claim. Outside of quite formal argumentation, the warrant is often unstated—the author assumes their audience will understand the connection without it. But that doesn’t mean you can’t still explore the implicit warrant in these cases.

For example, look at the following statement:

We can see a claim and a support here, but the warrant is implicit. Here, the warrant is the assumption that more likeable candidates would have inspired greater turnout. We might be more or less convinced by the argument depending on whether we think this is a fair assumption.

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Rhetorical analysis isn’t a matter of choosing concepts in advance and applying them to a text. Instead, it starts with looking at the text in detail and asking the appropriate questions about how it works:

What is the author’s purpose?
Do they focus closely on their key claims, or do they discuss various topics?
What tone do they take—angry or sympathetic? Personal or authoritative? Formal or informal?
Who seems to be the intended audience? Is this audience likely to be successfully reached and convinced?
What kinds of evidence are presented?

By asking these questions, you’ll discover the various rhetorical devices the text uses. Don’t feel that you have to cram in every rhetorical term you know—focus on those that are most important to the text.

The following sections show how to write the different parts of a rhetorical analysis.

Like all essays, a rhetorical analysis begins with an introduction . The introduction tells readers what text you’ll be discussing, provides relevant background information, and presents your thesis statement .

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

Martin Luther King, Jr.’s “I Have a Dream” speech is widely regarded as one of the most important pieces of oratory in American history. Delivered in 1963 to thousands of civil rights activists outside the Lincoln Memorial in Washington, D.C., the speech has come to symbolize the spirit of the civil rights movement and even to function as a major part of the American national myth. This rhetorical analysis argues that King’s assumption of the prophetic voice, amplified by the historic size of his audience, creates a powerful sense of ethos that has retained its inspirational power over the years.

The body of your rhetorical analysis is where you’ll tackle the text directly. It’s often divided into three paragraphs, although it may be more in a longer essay.

Each paragraph should focus on a different element of the text, and they should all contribute to your overall argument for your thesis statement.

Hover over the example to explore how a typical body paragraph is constructed.

King’s speech is infused with prophetic language throughout. Even before the famous “dream” part of the speech, King’s language consistently strikes a prophetic tone. He refers to the Lincoln Memorial as a “hallowed spot” and speaks of rising “from the dark and desolate valley of segregation” to “make justice a reality for all of God’s children.” The assumption of this prophetic voice constitutes the text’s strongest ethical appeal; after linking himself with political figures like Lincoln and the Founding Fathers, King’s ethos adopts a distinctly religious tone, recalling Biblical prophets and preachers of change from across history. This adds significant force to his words; standing before an audience of hundreds of thousands, he states not just what the future should be, but what it will be: “The whirlwinds of revolt will continue to shake the foundations of our nation until the bright day of justice emerges.” This warning is almost apocalyptic in tone, though it concludes with the positive image of the “bright day of justice.” The power of King’s rhetoric thus stems not only from the pathos of his vision of a brighter future, but from the ethos of the prophetic voice he adopts in expressing this vision.

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The conclusion of a rhetorical analysis wraps up the essay by restating the main argument and showing how it has been developed by your analysis. It may also try to link the text, and your analysis of it, with broader concerns.

Explore the example below to get a sense of the conclusion.

It is clear from this analysis that the effectiveness of King’s rhetoric stems less from the pathetic appeal of his utopian “dream” than it does from the ethos he carefully constructs to give force to his statements. By framing contemporary upheavals as part of a prophecy whose fulfillment will result in the better future he imagines, King ensures not only the effectiveness of his words in the moment but their continuing resonance today. Even if we have not yet achieved King’s dream, we cannot deny the role his words played in setting us on the path toward it.

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The goal of a rhetorical analysis is to explain the effect a piece of writing or oratory has on its audience, how successful it is, and the devices and appeals it uses to achieve its goals.

Unlike a standard argumentative essay , it’s less about taking a position on the arguments presented, and more about exploring how they are constructed.

The term “text” in a rhetorical analysis essay refers to whatever object you’re analyzing. It’s frequently a piece of writing or a speech, but it doesn’t have to be. For example, you could also treat an advertisement or political cartoon as a text.

Logos appeals to the audience’s reason, building up logical arguments . Ethos appeals to the speaker’s status or authority, making the audience more likely to trust them. Pathos appeals to the emotions, trying to make the audience feel angry or sympathetic, for example.

Collectively, these three appeals are sometimes called the rhetorical triangle . They are central to rhetorical analysis , though a piece of rhetoric might not necessarily use all of them.

In rhetorical analysis , a claim is something the author wants the audience to believe. A support is the evidence or appeal they use to convince the reader to believe the claim. A warrant is the (often implicit) assumption that links the support with the claim.

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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 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 .

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Writing Tips

Ethos, Logos, and Pathos – A Simple Guide

4-minute read

12th April 2023

Ethos, logos, and pathos are three essential components of persuasive communication . They’ve been used for centuries by great communicators to influence the beliefs, attitudes, and behaviors of their audiences. In this simple guide, we’ll take a closer look at these three components using examples from famous writing and speeches.

What Is Ethos?

Ethos is a persuasive appeal based on the credibility or character of the speaker or writer. It refers to the trustworthiness, expertise, or authority that they bring to the argument. It’s crucial in establishing the credibility of the speaker or writer and can be built in through a variety of means, such as reputation and sources, or language and tone.

How To Use Ethos

Ethos can be established through the speaker or writer’s reputation: if they are known for being knowledgeable, honest, and trustworthy, this can lend credibility to their argument. For example, in his famous “I Have a Dream” speech, Martin Luther King Jr. established his ethos by highlighting his role as a civil rights leader and his personal experience with racial injustice.

Another way you can achieve ethos in speech or writing is through the use of credible sources. For example, Rachel Carson established ethos in her book Silent Spring by providing extensive scientific evidence to support her argument that pesticides were harming the environment.

Finally, ethos can be accomplished through the use of language and tone . Using a professional and respectful tone can create the impression of credibility and authority. For instance, in his second inaugural address, President Abraham Lincoln employed ethos by using a solemn, reflective tone to convey the gravity of the situation.

What Is Logos?

Logos is a persuasive appeal based on logic and reasoning. It refers to the use of evidence and logical arguments to support the speaker or writer’s position.

How To Use Logos

One way you can implement logos in your speech or writing is through the use of statistics and data. When writing, or constructing a speech, try to incorporate reliable and credible stats or figures to strengthen your claims or argument and persuade your audience.

You can also employ examples and analogies to achieve logos. These can make your argument more accessible and understandable to a wider audience. For example, in his book The Tipping Point , Malcolm Gladwell uses the example of “the broken windows” theory to illustrate his argument that small changes can have a big impact on social behavior.

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Finally, logos can be established through the use of logical arguments . To ensure you have a logical argument, you should have a clear statement with definitions, examples, and evidence to support it. For instance, in his essay “Civil Disobedience,” Henry David Thoreau made a logical argument that individuals have a moral obligation to resist unjust laws.

What Is Pathos?

Pathos is a persuasive appeal based on emotion. It refers to the use of language and imagery that elicits an emotional response. Pathos can be used to create a sense of urgency, inspire empathy, or evoke a particular mood.

How To Use Pathos

Vivid imagery is a great way in which a writer or speaker can implement pathos. Using descriptive language to paint a picture in your audience’s mind is a powerful and persuasive skill. For example, in his poem “Dulce et Decorum Est,” Wilfred Owen used vivid imagery to describe the horrors of war and elicit an emotional response in his readers.

Pathos can also be accomplished by using personal anecdotes. The power of storytelling is an invaluable skill for any writer or speaker because it creates rapport and an emotional connection with your audience. For example, in her TED talk “The Power of Vulnerability,” Brene Brown shares personal stories about her struggles with shame and vulnerability to inspire empathy and connection with her audience.

Finally, pathos can be established through the use of rhetorical questions and appeals to shared values. A good example can be heard in Martin Luther King Jr.’s “I Have a Dream” speech. He poses his biggest question to his audience (and the world): “Now, what does all of this mean in this great period of history?” In response to this rhetorical question, he beautifully tries to persuade the audience to work together toward a common goal, stating, “It means that we’ve got to stay together. We’ve got to stay together and maintain unity.”

Ethos, logos, and pathos are powerful tools for persuasive speech and writing. By establishing credibility, using logical arguments, and appealing to emotion, speakers and writers can influence the beliefs, attitudes, and behaviors of their audiences. When used effectively, these elements can help to create meaningful and lasting change in the world.

Interested in learning how to elevate your writing with more literary devices? Check our other articles .

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Rhetorical Analysis Essay

Rhetorical Analysis Essay Example

Rhetorical Analysis Essay Example - Free Samples

11 min read

Good Rhetorical Analysis Essay Example

The step-by-step writing process of a rhetorical analysis essay is far more complicated than ordinary academic essays. This essay type critically analyzes the rhetorical means used to persuade the audience and their efficiency.

The example provided below is the best rhetorical analysis essay example:

Rhetorical Analysis Essay Sample

In this essay type, the author uses rhetorical approaches such as ethos, pathos, and logos . These approaches are then studied and analyzed deeply by the essay writers to weigh their effectiveness in delivering the message.

Let’s take a look at the following example to get a better idea;

The outline and structure of a rhetorical analysis essay are important.

According to the essay outline, the essay is divided into three sections:

Introduction
Ethos
Logos

A rhetorical analysis essay outline follows a traditional essay outline. Here’s how each part is typically written:

Rhetorical Analysis Introduction Example

An introduction for a rhetorical essay is drafted by:

Stating an opening sentence known as the hook . This catchy sentence is prepared to grab the audience’s attention to the paper.
After the opening sentence, the background information of the author and the original text are provided.

For example, a rhetorical analysis essay written by Lee Jennings on“The Right Stuff” by David Suzuki. Lee started the essay by providing the introduction in the following way:

Analysis of the Example:

Suzuki stresses the importance of high school education. He prepares his readers for a proposal to make that education as valuable as possible.
A rhetorical analysis can show how successful Suzuki was in using logos, pathos, and ethos. He had a strong ethos because of his reputation.
He also used pathos to appeal to parents and educators. However, his use of logos could have been more successful.
Here Jennings stated the background information about the text and highlighted the rhetorical techniques used and their effectiveness.

Thesis Statement Example for Rhetorical Analysis Essay

A thesis statement of a rhetorical analysis essay is the writer’s stance on the original text. It is the argument that a writer holds and proves it using the evidence from the original text.

A thesis statement for a rhetorical essay is written by analyzing the following elements of the original text:

Diction - It refers to the author’s choice of words and the tone
Imagery - The visual descriptive language that the author used in the content.
Simile - The comparison of things and ideas

In Jennings's analysis of “The Right Stuff,” the thesis statement was:

Example For Rhetorical Analysis Thesis Statement

Rhetorical Analysis Body Paragraph Example

In the body paragraphs of your rhetorical analysis essay, you dissect the author's work. Each body paragraph opens with a topic sentence that shows the main point of that paragraph.

This is where you present the main analysis of their rhetorical techniques, and provide evidence to support your analysis.

Let's look at an example that analyzes the use of ethos in David Suzuki's essay:

Rhetorical Analysis Conclusion Example

All the body paragraphs lead the audience towards the essay’s conclusion .

Here is the conclusion for rhetorical analysis essay example by Jennings:

In the conclusion section, Jennings summarized the major points and restated the thesis statement to prove them.

Rhetorical Essay Example For The Right Stuff by David Suzuki

Rhetorical Analysis Essay Examples for Students

Writing a rhetorical analysis for AP Language and Composition courses can be challenging. Here are some AP English language rhetorical analysis essay examples:

AP Language Rhetorical Essay Sample

AP Rhetorical Analysis Essay Template

Rhetorical Analysis Essay Example AP Lang

AP Lang Rhetorical Analysis Essay Example

Here are a few more rhetorical analysis essay examples pdfs to help students:

Rhetorical Analysis Essay Example Ethos, Pathos, Logos

Rhetorical Analysis Essay Example Outline

Rhetorical Analysis Essay Example College

Rhetorical Analysis Essay Example APA Format

Compare and Contrast Rhetorical Analysis Essay Example

Comparative Rhetorical Analysis Essay Example

How to Start Rhetorical Analysis Essay Example

Rhetorical Analysis Essay Example High School

Rhetorical Analysis Essay Example APA Sample

Rhetorical Analysis Essay Example Of a Song

Florence Kelley Speech Rhetorical Analysis Essay Example

Rhetorical Analysis Essay Example MLA

Writing a Visual Rhetorical Analysis Essay with Example

The visual rhetorical analysis essay determines how pictures and images communicate messages and persuade the audience.

Usually, visual rhetorical analysis papers are written for advertisements. This is because they use strong images to convince the audience to behave in a certain way.

To draft a perfect visual rhetorical analysis essay, follow the tips below:

Analyze the advertisement deeply and note every minor detail.
Notice objects and colors used in the image to gather every detail.
Determine the importance of the colors and objects and analyze why the advertiser chose the particular picture.
See what you feel about the image.
Consider the objective of the image. Identify the message that the image is portraying.
Identify the targeted audience and how they respond to the picture.

An example is provided below to give students a better idea of the concept.

Simplicity Breeds Clarity Visual Rhetorical Analysis Essay Example

Rhetorical Analysis Essay Writing Tips

Follow the tips provided below to make your rhetorical writing compelling.

Choose an engaging topic for your essay. The rhetorical analysis essay topic should be engaging to grab the reader’s attention.
Thoroughly read the original text.
Identify the SOAPSTone. From the text, determine the speaker, occasions, audience, purpose, subject, and tone.
Develop a thesis statement to state your claim over the text.
Draft a rhetorical analysis essay outline.
Write an engaging essay introduction by giving a hook statement and background information. At the end of the introductory paragraph, state the thesis statement.
The body paragraphs of the rhetorical essay should have a topic sentence. Also, in the paragraph, a thorough analysis should be presented.
For writing a satisfactory rhetorical essay conclusion, restate the thesis statement and summarize the main points.
Proofread your essay to check for mistakes in the content. Make your edits before submitting the draft.

Following the tips and the essay's correct writing procedure will guarantee success in your academics.

We have given you plenty of examples of a rhetorical analysis essay. But if you are still struggling to draft a great rhetorical analysis essay, it is suggested to take a professional’s help.

MyPerfectWords.com can assist you with all your academic assignments. The top essay writer service that we provide is reliable. If you are confused about your writing assignments and have difficulty meeting the deadline, get help from custom essay writing online .

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Rhetorical Analysis Essay

Ethos Pathos Logos

Understanding Ethos, Pathos, Logos - The Three Rhetorical Appeals

14 min read

Published on: Aug 10, 2020

Last updated on: Jan 31, 2024

The Concept of Ethos

Ethos is the Greek word for "character â. 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

Letâs 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 clichÃ©d 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 âplanâ or âreason.â 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

Letâs 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:


Speaker's credibility	Emotional appeal	Appeal to logic
Speaker's character	Audience's emotions	Audience's reasoning
Speaker ethos	Emotions of the audience	Appeal to evidence
Endorsements, testimonials	Vivid descriptions	Historical and literal analogies
Builds trust and credibility	Creates emotional connection	Provides logical argument
Establishing credibility	Evoking strong emotions	Convincing audience using evidence
Overusing endorsements	Manipulating emotions	Using faulty reasoning
Important for establishing ethos	Important for evoking emotions	Important for emphasizing logic
Should be avoided	Should be avoided	Should be avoided

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.

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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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Ethos Pathos and Logos

Persuasive Essay Using Ethos Pathos and Logos

By: Henrique Bertulino

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 Rhetoric, and he definitely knew how to be persuasive. Now you can get a short summary of the ancient philosopher's research and use his knowledge in your favor!

Understanding Logos, Ethos, and Pathos

Examples of logos, examples of ethos , examples of pathos , bonus: what is kairos.

So, what are logos, ethos, and pathos? You can see them as three elements of an effective persuasive message, which can come in handy for your argumentative essay. You're using them already, there's no doubt, but you're just doing it unknowingly for now. But by knowing them well and using them purposefully you can get as convincing and confident as by using a professional rhetorical approach. Also, knowing the structure of your persuasion will improve the structure of your speech overall, both written and spoken. So get to know logos, ethos, pathos, and kairos better.

What Is Logos?

Logos is the persuasive technique appealing to the rational part. It's related to the facts you use to support your argument and make your idea look more attractive to the audience. Logos is usually called a "logical appeal", and it comes in the form of the citation of statistics, facts, charts, graphs, etc. It makes your statement more reliable and legit by using undoubtful things that can be checked and measured.

There are different rational modes of thinking to use, here are some examples:

Deductive reasoning — going from a broad, general claim to a specific point.
Inductive reasoning — using some specific examples to support a broad generalization.
Comparison — highlighting the strength of your claim by comparing your case with a similar one in which the fairness of your position is clearer.
Cause/effect thinking — basing your position on making assumptions about the future, making predictions that prove you're right.
Exemplification — listing many examples of evidence to support your opinion.
Coherent thought — structuring your thoughts properly so that they are easy to receive and understand.

Let’s pretend you need to write an argumentative essay reflecting global warming. Here are some examples of logos you can use to make your arguments stronger.

The average surface temperature of the Earth has risen about 2.05 degrees Fahrenheit since the late 19th century.
NASA's Gravity Recovery and Climate Experiment have data showing that Greenland lost an average of 279 billion tons of ice per year between 1993 and 2019.
When it comes to surface ocean waters, their level of acidity has increased by about 30% since the beginning of the Industrial Revolution.

What Is Ethos

Ethos is another important brick in the wall of your persuasion, it appeals to your character and evaluates your opinion in terms of your trustworthiness. It relies on your credibility as a speaker and decreases or increases the level of trust that the audience has towards you depending on how reliable you are as a source. Ethos is not only related to your own authority and achievements but also to the values or ideologies that your potential listener or reader may share.

There are several ways to show people your credibility, such as:

Describing more than one opinion and providing counterarguments to show that you're knowledgeable and open to other positions.
Referring either directly or indirectly to the beliefs that matter to the audience, which may also include using special language, phrasing, imagery, or other writing styles, to build the bond.
Demonstrating your reputation, expertise, experience, or academic knowledge in a field.

Let’s continue with your discussion paper on global warming. Here are some examples of ethos that can support your argument.

I have a degree in Biology and I can assure you the way this company disposes of its waste can harm the environment.
My family has a business related to fishing and I can say that for the last 15 years, the level of water quality has been decreasing dramatically.
As I've spent the last summer as a volunteer for a non-profit environmental organization, I know that the effect of global warming is even more dreadful than the media portray it.

What Is Pathos?

Pathos focuses your audience's attention on their emotions and how your writing corresponds with them. It appeals to such things as empathy, imagination, feelings, fears, etc. Combined with two other modes, this emotional one can help you build a strong argument that will convince any audience that you're right.

Here are some examples of what can help you:

Describing things, people, places, events, and ideas in an expressive and relatable way.
Creating vivid images that make readers not only understand but also feel your claim.
Sharing personal stories to build a stronger connection with your readers.
Using emotionally charged vocabulary to reflect a specific mindset and create a specific atmosphere.
Appealing to the facts that may affect your audience and their lives so that they can actually relate to the things you're saying.

As we keep going with your imaginary discussion essay about global warming, let's see what pathos examples can be useful.

Due to global warming hurricanes will become stronger and more intense, which is a life-threatening change.
Extreme heat affects not only people's health, but also energy consumption, agricultural industry, and economics.
Obviously, the rising of the temperature leads to declining water supplies, which means the price of just an ordinary water bottle will increase drastically in no time.

This one is way less-used but still present. Kairos stands for "right time". And it basically refers to the optimal moment to take action. You can make your claim stronger by building a connection between your position and the actual situation you and your audience are in right now. Your logos, ethos, and pathos need to be served in a perfect moment to strike effectively, and that's when kairos comes into play.

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Frankly speaking, when I started reading about Ethos, Logos, Pathos, and Kairos, I could not understand what they are and how they can be used in essay writing. However, after reading your notes, everything has become clear. It will be very easier to me to teach my students how these rhetorical appeals are used in essay writing. Thank you very much.

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This is a detailed lesson about the use of persuasive strategies in essay writing. Shout out to you; hats off! May I have another detailed example of a full written essay about inclusive education? That will be kind of you, guys.

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Such an enlightening article! It not only explained the importance of ethos, pathos, and logos but also showcased how they work together to make arguments more convincing. I feel more confident in my argumentative essay writing after reading this.

I never realized how much of an impact my use of ethos, pathos, and logos made in my writing until I read this article.

I’ve used the techniques in this article for my latest essay and noticed a significant improvement in its persuasive power.

I found this extremely helpful in improving my essay writing skills. The examples provided were spot-on and helped me better grasp the importance of ethos, pathos, and logos in persuasive writing. Highly recommended!

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Understanding Pathos, Ethos, and Logos through Examples

This essay is about the rhetorical concepts of pathos, ethos, and logos, as defined by Aristotle, and their application in effective communication. Pathos appeals to emotions, as seen in charity advertisements and Martin Luther King Jr.’s speeches. Ethos establishes credibility and trustworthiness, exemplified by respected authorities and historical figures like Abraham Lincoln. Logos relies on logic and evidence, demonstrated in scientific papers and legal arguments. By combining these three modes of persuasion, one can create compelling arguments that resonate emotionally, establish credibility, and present logical reasoning. Understanding and using these techniques enhances the ability to influence and persuade in various contexts.

How it works

Within the domain of rhetoric, Aristotle delineated three pivotal modes of persuasion: pathos, ethos, and logos. These tenets endure as linchpins of efficacious discourse, whether in oratory, script, or mundane dialogues. By assimilating and deploying these components, one can contrive compelling rationales and foster deeper resonance with an audience. Let us delve into each of these persuasive methodologies with pertinent exemplars to elucidate their efficacy.

Pathos endeavors to stir the emotions of the audience, aiming to elicit sentiments that precipitate a desired reaction.

Advertisements abound with pathos; for instance, philanthropic entities often deploy images of distressed fauna or juveniles to evoke empathy and benevolence, prompting viewers to contribute. In literature, John Steinbeck’s “The Grapes of Wrath” serves as a poignant testament to pathos. The vivid portrayals of the Joad family’s travails during the Great Depression evoke profound sentiments of commiseration and indignation, engaging readers on an emotional plane and rendering them more receptive to the novel’s societal critique. Likewise, political orations frequently harness pathos. Martin Luther King Jr.’s “I Have a Dream” speech adeptly employs emotional appeal by delineating an optimistic vision of a racially integrated and harmonious America, galvanizing his audience to champion the civil rights movement.

Ethos, conversely, delineates the credibility and authority of the orator or author. It entails persuading the audience of the integrity and moral rectitude of the communicator. A distinguished physician expounding on matters of health inherently possesses ethos, as their expertise and background imbue their arguments with credibility. In scholarly composition, citations and allusions to esteemed sources cultivate ethos by showcasing the writer’s meticulous scholarship and alignment with established erudition. Historical addresses, such as Abraham Lincoln’s Gettysburg Address, likewise leverage ethos. Lincoln’s incumbency as President and his reputation for veracity and integrity buttressed the persuasive efficacy of his oration, reinforcing his plea for national cohesion and the precepts of egalitarianism.

Logos embodies the appeal to logic and rationality, entailing the construction of a cogent argument buttressed by evidence and cogent rationale. Scientific treatises exemplify logos in practice, relying on data, experimentation, and empirical evidence to buttress their contentions. In quotidian existence, logos manifests when decisions are predicated on weighing pros and cons or when expounding upon intricate concepts with lucid, logical explication. An exemplar of logos is discernible in the writings of Thomas Paine, notably in “Common Sense,” where he methodically dismantles the justifications for British dominion over the American colonies, employing logical deduction and empirical evidence to advocate for independence. In legal spheres, attorneys deploy logos by marshaling facts, evidence, and cogent arguments to advance their case compellingly before a tribunal.

The amalgamation of these three modalities of persuasion engenders a compelling and well-rounded discourse. For instance, in a persuasive treatise on climate change, one might commence with pathos by delineating the cataclysmic repercussions of natural calamities on communities. This emotive entreaty establishes the backdrop and elicits the empathy of the audience. Subsequently, the writer could invoke ethos by citing the consensus of climate scientists and reputable institutions, cementing the trustworthiness of their assertions. Finally, logos would come to the fore by presenting statistical data, empirical studies, and logical arguments elucidating the causality of climate change and the exigency of immediate action.

Comprehending the interplay between pathos, ethos, and logos is imperative for anyone endeavoring to communicate effectively. Whether composing a persuasive treatise, delivering an address, or engaging in dialectical discourse, these rhetorical stratagems aid in crafting arguments that are emotionally resonant, credible, and logically cogent. By mastering these methodologies, one can augment their capacity to sway and persuade others across diverse contexts.

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What Are Ethos, Logos, and Pathos?

Ethos, logos, and pathos are elements of persuasion. We’ll be covering what they mean and how to include them in your writing.

What are the three rhetorical appeals? Pathos, logos, ethos. We'll review what this means below.

Quick Summary on Using Ethos, Logos, and Pathos in Your Writing

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 rhetorical triangle , three rhetorical appeals , or three modes of persuasion , were coined by Aristotle in his explanation of what makes rhetoric effective.

Ethos vs. Logos vs. Pathos

To understand what ethos, logos, and pathos are, you must first know what rhetoric is.

Rhetoric is defined by the Oxford Dictionary as “the art of effective or persuasive speaking or writing.” Aristotle defined rhetoric as “the faculty of observing in any given case the available means of persuasion.” In simpler terms, rhetoric is the effectiveness of the words (spoken or written) you choose to convey a message or change your audience’s perspective.

According to Aristotle, there are three means by which your rhetoric can be more powerful and that’s through the use of ethos, logos, and pathos. Knowing how to apply these three elements of persuasion can make your writing more compelling, so we’re going to teach you exactly what they mean and how to use them.

What is the definition of ethos pathos logos?

What Is Ethos, and How Do You Include It in Your Writing?

Ethos establishes the writer’s credibility or authority. Imagine you’re at a climate change conference to learn how you can help planet Earth. Whose speech would you find more trustworthy—that of a CEO of a gas company that has profited millions of dollars by drilling for oil, or a speech by the CEO of a non-profit that helps clean oceans?

Ethos “appeals to the writer’s credibility, authority, or character” to get the audience to trust them.

My non-profit organization started with just one volunteer—me. I’d walk up and down the beaches collecting trash. Then, a friend joined me. The following week, that friend brought a friend. And then another. Until it grew to what it is today—an organization with more than 300 volunteers who have helped remove more than 15,000 pounds (6.8 tons) of trash from the beaches and the oceans. So, I know quite a bit on getting people together for a good cause.

Consider word choice, spelling, and grammar when incorporating ethos to your writing. It’s hard to trust a writer when their text is riddled with errors. Depending on what you’re writing, it may be a good idea to explicitly explain why you’re trustworthy and your expertise in the area you’re writing about.

To ensure your writing is error-free, try using LanguageTool as your writing assistant. This multilingual spelling and grammar checker can detect various types of mistakes in your writing and suggest stylistic improvements.

What Is Logos, and How Do You Include It in Your Writing?

The word logic is derived from the word logos. As you might have imagined, logos is the “appeal to the reader’s logic.” This means that you use facts, data, and statistics to support your reasoning.

Using logos in your writing is effective because it provides evidence that makes it difficult for your audience to disagree with you. Proper use of logos in your writing requires thorough research. The following example includes logos:

According to NASA and the Intergovernmental Panel on Climate Change (IPCC), “the influence of human activity on the warming of the planet has evolved from theory to established fact.” This can be proven through data collected from ice cores, rocks, and tree rings as well as modern equipment, like satellites.

What Is Pathos, and How Do You Include It in Your Writing?

The last of the three elements of persuasion we’ll be discussing is pathos, which appeals to the audience’s emotions. In other words, writers try to persuade their audience by having them feel a certain way. Consider the following example:

Climate change is already happening all around us. But let’s pretend that we’re at the liberty of not having to worry about it because its effects won’t be evident in our lifetimes. What about your children? Or your children’s children? Imagine the life they will live as they have to endure extreme heat, catastrophic hurricanes, unprecedented rainfalls, and more. Climate change may not affect you personally, but it will affect those you love.

Ethos, Pathos, and Logos Makes For Effective Writing

Depending on what you’re writing and how you’re writing it, you may find yourself using more of either ethos, logos, or pathos. Truly effective writing finds a way to incorporate all three, even if one or two are used just a bit. As you read, try to recognize ethos, logos, and pathos. This will help you better incorporate it into your writing.

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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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Pathos, Logos, and Ethos, Essay Example

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Having an understanding of Pathos, logos, and ethos is very important when trying to persuade someone using an essay or speech. People are moved by various emotions. Some people are more easily moved by pathos, others by logos, and others by ethos. As a result, it is very important to use a combination of the three in a persuasive piece.

First, one should consider the logic argument. In the case of women being able to drive, the obvious or logical conclusion is that they should be able to. This is easy to logic because having women to be able to drive is not something that would be detrimental to others. Having women drive would not infringe upon the rights of men drivers. First, I pointed out issues that would call for a woman to be able to drive. For example, having lunch with friends or taking kids to and from school. This appealed to the logic of women everywhere because it is a common task. By appealing to the “every man” scenario, I hoped to convince the reader that it is the only logical solution to the problem.

Next, one should appeal to Pathos or emotions-something every human being has. Here I gave examples of how few rights women actually have in Saudi Arabia. One example was the fact that women must be accompanied by a male figure at all times. This is impossible to believe. A young male child will eventually be able to have authority over his mother. To the average woman in the United States, this is outrageous. Women and girls are forbidden to leave home. In my opinion, forbidding them to drive is just away to maintain control over them. By not allowing them to drive, men secure women’s dependency on them for the simplest tasks. Being able to go seek medical attention is something that every human being should have access to. However, in Saudi Arabia, women cannot go to doctor or clinic without a male escort or written permission from a male figure. Any female who has needed medical attention, which will be essentially the entire female population, can relate to the outrage I feel about this matter.

Finally, Ethos is the most important. I believe that my audience will believe me or find me as a credible source because I am a Native of Saudi Arabia. This is personal to me because I have experienced it. This alone makes me an expert. This gives validity to my argument that women should be able to drive. Also, people who know me will fell more apt to help because I am a normal person like them. My story has put a face on the problem. Because they know me, they now understand how real the problem is. It is no longer something that is happening to people in another country. Finally, by using a famous person who has the same belief as I do makes the argument even more credible.

In conclusion, appealing to Pathos, Logos, and Ethos is very effective in persuading someone to support a cause. Every woman knows what her life would be like if her ability to drive a vehicle was suddenly taken away. Each woman can visualize what a day would be like if she had to driven everywhere she went. Emotions are evoked by the thought of a woman of 70 being thrown in jail. Finally, the emotion of anger is evoked. People who feel it is unfair for women to be treated like subjects and property rather than human beings capable of governing themselves. Overall, the PowerPoint should evoke action from its readers. After listening, they should want to advocate for women rights in Saudi Arabia.

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Pathos, Logos, and Ethos

Most people are able to drive a car without fully understanding how the car operates. Making an argument is the same way. Most of us attempt to persuade people every day without understanding how persuasion works. Learning how a strong argument is crafted empowers us to better communicate and persuade others to understand our viewpoints.

What Are Pathos, Logos, and Ethos?

Ethos, Pathos, and Logos are three strategies commonly employed when attempting to persuade a reader.

Pathos , or the appeal to emotion, means to persuade an audience by purposely evoking certain emotions to make them feel the way the author wants them to feel. Authors make deliberate word choices, use meaningful language, and use examples and stories that evoke emotion. Authors can desire a range of emotional responses, including sympathy, anger, frustration, or even amusement.

Logos , or the appeal to logic, means to appeal to the audiences’ sense of reason or logic. To use logos, the author makes clear, logical connections between ideas, and includes the use of facts and statistics. Using historical and literal analogies to make a logical argument is another strategy. There should be no holes in the argument, also known as logical fallacies, which are unclear or wrong assumptions or connections between ideas.

Ethos is used to convey the writer’s credibility and authority. When evaluating a piece of writing, the reader must know if the writer is qualified to comment on this issue. The writer can communicate their authority by using credible sources; choosing appropriate language; demonstrating that they have fairly examined the issue (by considering the counterargument); introducing their own professional, academic or authorial credentials; introducing their own personal experience with the issue; and using correct grammar and syntax.

Sample Paragraph

Imagine this: a small dog sits in a dark, cold garage. His hair is matted and dirty; he is skinny and weak from going days without food. There is no water for him to drink, no person to give him love and no blanket to keep him warm at night. 1 While this might be a hard scenario to imagine, it is not an uncommon one in America today. According to the Humane Society of the United States, nearly 1,000,000 animals are abused or die from abuse every year. 2 As a veterinarian with 30 years of experience, I have seen how even one incident of abuse can affect an animal for the rest of its life. 3 As a society, we need to be more aware of this terrible problem and address this issue before it gets worse.

1 Pathos: the author paints a vivid picture to evoke a feeling from the reader—sadness and pity for the abused animal.

2 Logos: the author uses a startling statistic to appeal to our intellect. Keep in mind that these three strategies can often overlap. This sentence qualifies as both Logos and Ethos because it cites a reputable organization, so we know the author is using credible sources.

3 Ethos: the author establishes their own credibility by stating their occupation and experience.>

How Do I Know if the Author is Using Pathos, Logos or Ethos?

Pathos—does the writer appeal to the emotions of their reader.

Do they use individuals’ stories to “put a face” on the problem you’re exploring? For example, using an individual’s story about losing their home during the mortgage crisis of the 2008 Recession may be more powerful than using only statistics.
Do they use charged language or words that carry appropriate connotations? For example, if a writer describes a gun as a “sleek, silver piece of sophisticated weaponry,” they are delivering a much different image than if she writes, “a cold hunk of metal, dark and barbaric and ready to kill.”

Logos—does the writer appeal to the rational mind by using logic and evidence?

Do they include facts and statistics that support their point? It’s more convincing to tell the reader that “80% of students have committed some form of plagiarism,” than simply saying that “Lots of students have plagiarized.”
Do they walk us through the logical quality of their argument? Do they show us how ideas connect in a rational way? For example: “English students have been able to raise their overall grade by meeting with peer tutors, so it’s safe to assume that math students could also benefit from frequent tutoring sessions.” This example points out that logically, if the result has been seen in one situation, then it should be seen in a different but similar situation.
Hasty generalizations: “Even though the movie just started, I know it’s going to be boring.”
Slippery Slope: “If the government legalizes marijuana, eventually they’ll legalize all drugs.”
Circular Argument: “Barack Obama is a good communicator because he speaks effectively.”

Ethos—is this writer trustworthy?

What are their credentials? Are they an expert in the field? Have they written past essays, articles or books about this topic?
Do they use reputable sources? Do they support her statements with sources from established publications like The New York Times or a government census report? Do they fail to mention any sources?
Are they a fair-minded person who has considered all sides of this issue? Have they acknowledged any common ground they share with the opposite side? Do they include a counterargument and refutation?

Learn more about the Rhetorical Analysis Graphic Organizer .

Learn more about the Rhetorical Analysis Sample Essay .

Pathos, Ethos, and Logos in Nike’s “Dream Crazy” Ad Essay

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Introduction

Analysis of the ad.

The highly competitive advertising sector is ever-evolving, requiring businesses to continuously create new, successful tactics to appeal to their target demographics. One of advertising’s primary goals is to persuade consumers to take a particular action, such as buying a product, supporting a cause, or otherwise changing their behavior. Advertising often employs a variety of rhetorical pleas to appeal to viewers’ emotions and reason to accomplish this objective. Nike’s “Dream Crazy” ad campaign illustrates a commercial that persuasively uses rhetorical pleas to convince its audience. This advertisement features Colin Kaepernick, a former NFL quarterback who has faced backlash for crouching in protest while playing the national anthem (Hoffmann et al., 2020). Nike’s “Dream Crazy” advertising campaign successfully persuades its audience to pursue their goals and surmount hurdles using rhetorical pleas like pathos, ethos, and logos.

Pathos, or the emotional plea, is a rhetorical strategy used to appeal to the audience’s feelings and motivate them to act. In the “Dream Crazy” commercial, Nike employs several approaches to engage the audience emotionally. First, players from various origins are featured in the advertisement, including Serena Williams, LeBron James, and Shaquem Griffin. The competitors’ experiences are motivational and moving, highlighting their challenges, tenacity, and eventual triumph. The purpose of these tales is to evoke an emotional reaction in the audience, encouraging them to achieve their own goals and conquer their challenges.

In addition, Nike includes Colin Kaepernick, a divisive person who was formerly an NFL player but rose to fame for kneeling during the national anthem in a show of defiance against racial inequality and police violence. Nike’s bold choice to use Kaepernick in the advertisement caused a lot of controversies, but it was also an effective way to appeal to viewers’ feelings that care deeply about social justice problems. By including Kaepernick in the advertisement, Nike could engage emotionally with viewers with strong feelings about racial inequality. Moreover, Nike employs audio and visual elements to evoke strong emotions in viewers. Nina Simone’s “Feeling Good,” a stirring and moving tune, serves as the advertisement’s soundtrack. The song’s rhythm and words give listeners a sense of potential and optimism, encouraging them to believe that they can realize their goals. The advertisement’s images are also intended to evoke a feeling (Voci, 2022). Dramatic action images of players are used in the ad to show off their power, athleticism, and tenacity. These images motivate spectators and evoke awe and respect for the athletes.

Nike establishes its brand as one that helps athletes with big dreams and puts in a lot of effort to accomplish them through this advertisement. It employs various strategies throughout the commercial to solidify its reputation as a company dedicated to motivating and enabling consumers to follow its goals. One way Nike exemplifies its principles is through Colin Kaepernick, a controversial figure in the United States due to his protests during the national anthem. Nike is partnering with a divisive person widely regarded as an icon of social justice and advocacy by including Kaepernick in its advertising campaign (Kay, 2020). This decision can be considered bold and courageous because it establishes Nike as a company that supports people changing the world and is not afraid to speak up for important causes.

Using numerous highly successful players, including Serena Williams, LeBron James, and Shaquem Griffin, is another way Nike articulates its ethos. By partnering with these players, Nike can capitalize on their authority and reputation as people who have succeeded through grit and perseverance. It has the potential to be very convincing because people whom watchers perceive as trustworthy and powerful are more likely to motivate them. Along with prominent athletes, Nike employs various other strategies to create its ethos in the advertisement. The young wrestler with no legs, the young girl enjoying soccer, and the female boxer are all depicted in the ad as diverse people following their goals. Nike can establish itself as a company dedicated to enabling people from all walks of life to achieve their goals by showcasing such various individuals.

Nike employs emblems to appeal to viewers’ sense of reason and reasoning to support the ad’s central message of following one’s goals and conquering hurdles. Utilizing numbers and data is one of the main ways Nike employs emblems in the “Dream Crazy” commercial. For instance, the commercial points out that 80% of NFL players are African Americans, emphasizing the successes of several well-known black athletes, including LeBron James and Serena Williams (Kay, 2020). Nike can persuade the audience through these facts and case studies that its brand aligns with diversity and inclusivity ideals.

In addition, Nike employs logos in the commercial in addition to data by appealing to the audience’s sense of common sense and pragmatism. The slogan reads, “Don’t ask if your dreams are crazy; ask if they are crazy enough,” The image of a juvenile girl practicing soccer is shown (Hoffmann et al., 2020). Simple and direct in its message, it encourages listeners to seek their ambitions tenaciously and persistently. Nike can strengthen its brand’s reputation as an organization that supports athletes of all levels and talents by framing its message in this manner, making it valuable and approachable for viewers.

Nike incorporates insignia into the commercial by making a convincing case for its goods. Viewers are shown images of Nike’s goods throughout the commercial, including sneakers, clothing, and accessories. Nike can persuade viewers to choose its brand over rivals by emphasizing the excellence and dependability of these goods. By using logos in this way, Nike becomes known as a dependable and trustworthy company, and spectators are likelier to choose it for their sporting requirements.

The advertisement successfully gets viewers to trust themselves and their goals. The use of emotional appeals, like the accounts of great athletes who have overcome hardship, inspires and motivates the spectator. Additionally, the advertisement’s focus on sticking up for what you believe in despite opposition is a strong statement that appeals to many people. Nike is leveraging a robust cultural discussion significant to many people by associating itself with Kaepernick and a social movement. There are, however, some possible objections to the advertisement. Some may contend that rather than genuinely supporting the cause Kaepernick is championing, Nike is taking advantage of his tale for personal benefit. In addition, some might argue that Nike is merely cashing in on a fad rather than genuinely trying to advance social equity. However, the overall message of the advertisement to trust in oneself and battle for what an individual believes in remains significant and motivating.

The Nike “Dream Crazy” commercial successfully combines ethics, emotions, and logos to inspire viewers to believe in their abilities and aspirations. The emotional appeals of the advertisement and the motivational tales of great athletes inspire and motivate the viewer. In contrast, the logical magnets stress the value of sticking up for what a person believes in. The commercial may draw critique for taking advantage of a social movement for financial benefit, but its general message is still solid and crucial.

Hoffmann, J., Nyborg, K., Averhoff, C., & Olesen, S. (2020). The contingency of corporate political advocacy: Nike’s “dream crazy” campaign with Colin Kaepernick . Public Relations Inquiry , 9 (2), 155–175. Web.

Kay, E. (2020). Ethos, logos, and pathos – the makings of a great research paper? Evidence-Based Dentistry , 21 (3), 78–78. Web.

Voci, D. (2022). Logos, Ethos, Pathos, Sustainabilitos? About the Role of Media Companies in Reaching Sustainable Development . Sustainability , 14 (5), 25–91. Web.

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IvyPanda. (2024, May 26). Pathos, Ethos, and Logos in Nike’s “Dream Crazy” Ad. https://ivypanda.com/essays/pathos-ethos-and-logos-in-nikes-dream-crazy-ad/

"Pathos, Ethos, and Logos in Nike’s “Dream Crazy” Ad." IvyPanda , 26 May 2024, ivypanda.com/essays/pathos-ethos-and-logos-in-nikes-dream-crazy-ad/.

IvyPanda . (2024) 'Pathos, Ethos, and Logos in Nike’s “Dream Crazy” Ad'. 26 May.

IvyPanda . 2024. "Pathos, Ethos, and Logos in Nike’s “Dream Crazy” Ad." May 26, 2024. https://ivypanda.com/essays/pathos-ethos-and-logos-in-nikes-dream-crazy-ad/.

1. IvyPanda . "Pathos, Ethos, and Logos in Nike’s “Dream Crazy” Ad." May 26, 2024. https://ivypanda.com/essays/pathos-ethos-and-logos-in-nikes-dream-crazy-ad/.

Bibliography

IvyPanda . "Pathos, Ethos, and Logos in Nike’s “Dream Crazy” Ad." May 26, 2024. https://ivypanda.com/essays/pathos-ethos-and-logos-in-nikes-dream-crazy-ad/.

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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.

The printed PDF version of the LitCharts literary term guide on Ethos

Antanaclasis
Figure of Speech
Stream of Consciousness
Bildungsroman
Epanalepsis
Figurative Language
Pathetic Fallacy
Onomatopoeia
Common Meter

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Ethos
Ethos is one of the three modes of persuasion in rhetoric, along with logos and pathos. It appeals to the audience by emphasizing the speaker's credibility and authority, and can be influenced by factors such as authority, trustworthiness, expertise, and similarity.

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