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Ethos, Logos, Pathos, & Kairos
Rhetorical Appeals
Rhetorical Appeals
(Ethos, Logos, Pathos)
Definition: Strategies used in communication and argumentation to persuade an audience. Ethos, Logos, & Pathos (credibility, logic, & emotion) are the three main appeals used in rhetoric.
Rhetorical appeals are often included while analyzing the persuasive effectiveness of a communication based on its rhetorical situation.
Ethos
Ethos
(Appeal to credibility)
Definition: A Greek term originally meaning "custom, usage, disposition, or character," ethos is a technique from Aristotle's Modes of Persuasion whereby an orator "inspires trust in his audience" with "good sense, good moral character, and goodwill" (Rhetorica).
Like the modern English word ethics, an ethical appeal is the attempt to draw authority from one's virtue, good moral character, experience, mastery, and knowledge concerning a specific topic.
** See Ethos for full details. **
Logos
Logos
(Appeal to Logic)
Definition: Logical appeals rely on reason, evidence, and rationality to argue their case. Logical appeals employ powerful evidence like facts, statistics, historical accounts, expert authority, interviews, observations, anecdotes, studies, and deductive/inductive reasoning to support, argue, and prove a specific claim.
** See Logos for full details. **
Pathos
Pathos
(Appeal to Emotion)
Definition: The goal of an emotional appeal is to tug at readers' heartstrings. Pathos is an appeal to emotions like pity and sympathy, using tender experiences and base sentiments to break down mental barriers to persuasion. However, pathos also persuades through higher passions like idealism, beauty, humor, and nostalgia.
** See Pathos for full details. **
Kairos
Kairos
(Appeal to Timing)
Definition: The term kairos refers to the concept of the opportune moment or perfect timing. Emotional appeals tend to be more successful when relevant and timely.
Kairos is sometimes included as a fourth appeal and analyzed along with ethos, logos, and pathos.
** See Kairos for full details. **
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