And ethos appeals to our fundamental need for credible authority. We might listen to someone we consider amoral or under-informed out of fascination. On the other hand, think about those times you go against your better wisdom and “read the comments” on YouTube. And you may well find some merit in their argument. You should be inclined to trust what they are saying is at least worth reading. They have a doctorate from a prestigious institution. Say you read an article about climate change written by a scientist. Effective use of ethos makes the audience feel the speaker is a reliable source of information.Įthos forms the bedrock of any rhetorical argument. They must appear both intelligent and trustworthy. To get people to listen, the speaker needs to be seen as an experienced and moral figure. Indeed, the word “ethics” is derived from ethos. And it’s about presenting an argument with ethical appeal. It’s about establishing the speaker’s credibility, so you can believe what they say. Pathos means experience or sadness and it is an appeal to emotion. Logos means reason and it is an appeal to logic. Ethos means character and it is an appeal to moral principles. In his book Rhetoric, he defined these 3 Greek words.Įthos, Pathos, Logos are modes of persuasion used to convince others of your position, argument or vision. Way back in the 4th century B.C.E., the ancient philosopher Aristotle understood the power of these 3 modes of persuasion.
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The short answer: It appealed to the full range of human responses. In it he told people to do what they were passionate about.
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Take Steve Jobs’s well-known “ How to live before you die” speech at the Stanford Commencement Address in 2005. To do so, they need to convince people of their vision. Aristotle would be proud.Leaders need to prove they are worthy to lead. With a mix of hard data and facts, Apple positions the iPhone X as the logical choice for the discerning gadget lover. The result? A perfect example of logos, and an ad that's teeming with logical appeal.Īpple has one agenda with this spot: to deliver logical arguments that the iPhone X is the most advanced phone on the market, and put you in a frame of mind where you’ve simply got to have it – regardless of its hefty price tag. That may be why Apple kept it simple with this ad, rattling off a list of compelling facts and figures about its latest creation – like wireless charging, durable glass, and a lack of home button. When it launched, the iPhone X was one of the ritziest, most expensive phones available. Logos is when we use cold arguments – like data, statistics, or common sense – to convince people of something, rather than trying to appeal to an audience's emotions.
Advertisers use logos by convincing an audience of their argument using facts, logic or reason. But it's also where we get the word 'logic’. See more examples of pathos in advertising Logos Pencil the Dog demonstrating 'logos' They hope that by working with a household name, some of the celeb's magic dust will fall on the product they’re advertising. Brands use ethos by working with a celebrity or expert – someone who the audience will see as being credible or trustworthy. Persuading your audience by using facts, logic, or reasonĮthos Pencil the Dog demonstrating 'ethos'Įthos is the Greek word for ‘character’.
Persuading your audience by appealing to their emotions Persuading your audience by convincing them that your protagonist is credible In short, it’s a framework for understanding the three main ways we persuade people to do something.
The Greek philosopher cooked up a concept called the three ‘modes of persuasion’ that would have gone down an absolute storm on LinkedIn. But, unbeknownst to many, they also have a rich history in advertising.īefore there was Ogilvy, there was Aristotle.
Luke Leighfield, Content Writer 31 August 2021
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