Aristotle - Logos, Ethos and Pathos

Logos, ethos, and pathos are three persuasive rhetorical strategies to persuade an audience. These three strategies were first introduced by the ancient Greek philosopher Aristotle.

1. Logos refers to logical appeals that rely on facts, evidence, and reasoning to persuade the audience. Using logos, speakers present logical and convincing arguments, using evidence and examples to support their claims.
2. Ethos refers to appeals based on the speaker's credibility, authority, and reputation. Speakers using ethos establish their expertise and trustworthiness by sharing their background, experience, and accomplishments.
3. Pathos refers to appeals to the audience's emotions, using storytelling, humour, and vivid language to engage and move the audience. Speakers using pathos aim to evoke their audience's sympathy, anger, or happiness.

Using all three strategies effectively can lead to a powerful, persuasive, logical, and emotional message while establishing the speaker's credibility. In addition, understanding and utilising logos, ethos, and pathos can help individuals and organisations communicate more effectively, whether in a speech, an advertisement, or other forms of communication.