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Ethos, Pathos, Logos: how to persuade people

Scholars have discussed the mechanics of persuasion since ancient times. Persuasion encompasses every aspect of culture, with rhetoric as a crucial tool to influence every sphere of society, from mundane negotiations to big national debates. One could argue any form of communication is a form of persuasion. Whether through writing or talking, at home or at work, with friends or customers, chances are you spend a good amount of your time trying to persuade someone of something. In Rhetoric, Aristotle defines three main ways to persuade people: ethos, pathos, and logos.

Peter Gould famously said: “Data can never speak for themselves.” Even with the most solid evidence for your argument, facts alone are rarely enough to convince someone. Instead, you need to use rhetorical appeals to deliver your message. Researchers have described how you can use these rhetorical appeals to credibility, emotions and logic in order to increase their persuasiveness. Let’s have a look at these together.

“Persuasion is clearly a sort of demonstration, since [people] are most fully persuaded when we consider a thing to have been demonstrated.”

The three modes of persuasion

Aristotle called these the three artistic proofs. Combined together, they allow any orator to make their message more powerful, and increases their likelihood to convince their audience. While they are extremely advantageous skills to master in order to persuade people, they’re also useful in order to understand how you’re being persuaded yourself.

While ethos is focused on you, logos is focused on the message, and pathos on the audience. The three modes of persuasion are deeply intertwined and work best when used together.

And it all starts with knowing your audience. What makes them tick? What do they value? What beliefs do they hold? In order to construct a convincing argument and persuade people to think in a different way, you not only need to know what your point is, you need to know who you want to persuade. Only then, you can use the three modes of persuasion to appeal to authority, emotions, and logic.

Ethos: appeal to authority

Ethos is all about building trust. It can be defined as how well you convince your audience that you are qualified to speak on the subject. It may seem obvious that if someone is listening to a talk about design, they’re more likely to believe a professional designer than a professional cook, but there are many ways to create credibility.

The most obvious one is to use credentials, either yours or by being introduced by a prominent authority in the field who can vouch for your expertise. The perceived power of credentials is partly why people care so much about their job titles. We tend to unconsciously apply unofficial rubrics to evaluate a person’s credibility based on apparent qualifications. And this is also why a job title may often not be enough to establish your ethos.

Beyond your job title, mention your actual achievements. Instead of saying you’re a lead designer at a big company, mention a couple of major campaigns or products you worked on and what success you had. Instead of saying you’re a developer, mention how many times one of your project was starred on GitHub. It may feel like bragging, but it’s an important part of establishing your ethos. “Been there, done that” is an authentic and ethical way to build trust.

Another important aspect to bolster your credibility is to create a sense of mutual identification with your audience. Between two speakers with the same achievements and credentials, people will tend to trust the one they can connect with at a deeper level.

In Perspectives on Medical Education, researchers share an interesting example.

By using similitude, the new version builds rapport with the audience, thus increasing the credibility of the speaker as part of the medical community:

The first version creates social distance. The second creates social connection. To establish your ethos, go beyond your official credentials: share concrete achievements, and encourages a sense of cohesion with the audience.

Pathos: appeal to emotions

The terms empathy, sympathy and pathetic are all derived from the word pathos, which means “suffering” or “experience” in Greek. It consists in appealing to your audience’s emotions—to make them feel what you want them to feel by triggering specific emotional reactions. Great storytellers are usually skilled masters of this mode of persuasion.

Pathos doesn’t have to be overly dramatic. In fact, a lack of subtlety may hurt your argument. Instead, you can evoke pathos through an emotional tone, an uplifting story, and by using meaningful language, such as metaphors. Appeal to your audience’s imagination through storytelling such as personal anecdotes.

It is more likely people will care about what you have to say if you seem to care. Showing passion and emotion can greatly impact your audience’s mindset.

Let’s have another look at our previous example.

Using the concepts of duty and service taps into the sense of responsibility of the audience. It grabs people’s attention by inspiring action. As you can see, focusing on the vocabulary you use—adding an implied level of meaning—can have a profound effect on the resulting narrative.

One of the most famous examples of pathos used in a speech is “I Have a Dream” by Martin Luther King.

“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. And 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. You have been the veterans of creative suffering. Continue to work with the faith that unearned suffering is redemptive. Go back to Mississippi, go back to Alabama, go back to South Carolina, go back to Georgia, go back to Louisiana, go back to the slums and ghettos of our northern cities, knowing that somehow this situation can and will be changed.”

Remember, you don’t need to go overboard to elicit an emotional response. In order to work, pathos needs to be used sparingly, where it has the strongest impact, and in a way that feels natural. If forced, pathos can have the opposite effect, making people distance themselves to avoid the awkwardness of your emotional outpouring.

Logos: appeal to reason

Finally, you obviously need for your message to make sense—or at least to seem logical. Unfortunately, it is possible to use the three modes of persuasion to convince an audience of something wrong. It’s more evident than ever in today’s world where false information spreads like wildfire by misusing ethos (apparent authority), pathos (emotional storytelling), and logos (superficial logic).

Logos is the way you present your arguments in a logical order, which must feel so straightforward and rational that no other alternative can be conceived by your audience. Ideally, these steps should follow each other so naturally that your audience arrives at the logical conclusion just before you announce it yourself, giving them the feeling of figuring it all out themselves—which is intellectually gratifying.

While facts are important, a lot of the power you will get from logos lies in how you connect these facts. The syllogism “All men are mortal; Socrates is a man; therefore, Socrates is mortal” is a famous example of such logical connections between facts to arrive to an irrefutable conclusion. But, as you know, such connections can be used to arrive at a false conclusion (“All horses have four legs; my dog has four legs; therefore, my dog is a horse”).

This is why the mere appearance of logic should not automatically inspire trust when you’re the one being persuaded. Pathos can be misleading, especially when you’re not familiar enough with the subject matter. When combined with a sense of authority from the speaker and the use of emotional triggers, it may be difficult to tell true from false.

How to use ethos, pathos, and logos

The three modes of persuasion can be used in any form of communication. Next time you write an article, post on social media, record a podcast, or give a presentation at work, remember to use ethos, pathos, and logos to better persuade your audience.

Ethos, pathos, and logos should not necessarily be used in that particular order. While it’s commonplace to start by establishing ethos, you should live up to it during the entirety of your message. And, in some cases, you may want to start with an emotional anecdote to set the stage for the rest of your story.

As a master of logical reasoning, Aristotle believed that logos should be the most important of the three modes of persuasion, but he admitted that in reality it’s not enough to use logos only. Does the audience respect you? Does your message evoke emotions? Does it make sense? If you can answer yes to all three questions, you’re well on your way to persuade your audience.

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Ethos, Pathos & Logos: Definition and Examples of Persuasive Advertising Techniques (2021)

E thos, pathos and logos are techniques of persuasion that form the rhetorical triangle. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies. We’ll show you how to employ each of the techniques and present some awesome examples along the way.

Ethos, Pathos and Logos: How to Create Persuasive Ads

Ethos, Pathos, Logos, Definition

Persuasion in advertising

What are persuasive advertising techniques? They’re how you convince a buyer of your product through visuals.

You can thank Aristotle for inventing persuasive advertising techniques. More than 2,000 years ago, he categorized how rhetoric is used in arguments into three groups: ethos, pathos and logos.

This is also known as the the rhetorical triangle.

And we still depend on it today.

Ethos, pathos and logos are the three categories of persuasive advertising techniques.

Each category invokes a different appeal between speaker and audience.

Ethos calls upon the ethics, or what we’d call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts.

Good persuasive advertising technique is when you balance all three.

But using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently.

ETHOS DEFINITION

What is ethos?

Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand.

Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It’s easier to make a decision when someone you respect signs off on it, right?

This is broadly the function of ethos in commercials.

When an esteemed public figure endorses a product, it validates it to the end consumer.

An ethos advertisement plays off the consumer’s respect for a given spokesperson.

Through that respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. Of the types of persuasive techniques in advertising, ethos is best used to unlock trust.

USE OF ETHOS IN ADVERTISING

How is ethos used in advertising?

So what does ethos mean?

Example of ethos in advertising: Jennifer Aniston in a campaign for Glaceau Smart Water

For example, a recent Infiniti commercial featured Steph Curry. Even though he’s not known for his taste in vehicles, his stature validates the product.

This is ethos in commercials at work.

Example of ethos in commercials: Steph Curry in a recent spot for Infiniti.

Ethos rhetoric is also invoked to tie a brand to fundamental rights.

Brands build trust with their audience when they stand with an important cause. Anheuser-Busch illustrated this in their recent “Born the Hard Way” spot.

Ethos examples: This ethos advertisement by Anheuser-Busch underscores the value of multiculturalism.

This spot focuses on the origin story of Anheuser-Busch’s founders.

It shows Busch’s turbulent immigration from Germany to St. Louis, and speaks to the importance of immigration and multiculturalism.

This is how ethos rhetoric is used in advertising.

Of the many types of persuasive advertising techniques in advertising, ethos is best for playing up the strength of a brand or spokesperson’s character.

ETHOS EXAMPLE IN COMMERCIALS

Ethos Advert Case Study

If you want a really strong example of Ethos that also has a pretty funny meta quality to it, check out the shot list for this Heineken spot. See how many times they use foreground elements and OTS shots in this spot:

Ethos Examples • Shot Listed in StudioBinder

This Heineken commercial shows famous actor Benicio Del Toro at the bar enjoying a Heineken. Benicio chats about how both he, and Heineken, are world famous and instantly recognizable.

Then, a pair of goofy tourists spot him in the bar, and they call out for him to pose for a photo, but. they actually think he’s Antonio Banderas.

Ethos Example in Heineken Commercial

This commercial not only uses ethos as a way to tie the celebrity of Benicio to the celebrity of Heineken, but it uses humor and the bold faced usage of ethos to make fun of the brand, people, and fame.

THE «PLAIN FOLKS» PERSUASIVE ADVERTISING TECHNIQUE

How is «Plain Folks» used in ads?

Ethos rhetoric often employs imagery of everyday, ordinary people.

Known as the Plain Folks persuasive advertising technique, in this approach a spokesperson or brand appears as an Average Joe to feel common and sensible. In doing so, they appear concerned and cut from the same cloth as you.

This approach is very common in political ads. Consider the “Family Strong” ad from Hillary Clinton’s 2016 presidential campaign.

Ethos Examples: Hillary Clinton underscores the “Plain Folks” definition in her campaign videos.

Despite her status and wealth, Clinton draws on imagery of her family and upbringing to make her feel more relatable. In this way, “Plain” folks is propaganda and also a logical fallacy.

But it’s also an effective and persuasive advertising technique.

Of the types of persuasive techniques in advertising, Plain Folks aligns your brand with the values of the everyday consumer.

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Pathos DEFINITION

What is pathos?

Pathos is persuasive technique that try to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery. A good zinger.

Learn More Logos Ethos and Pathos

Comparing other techniques

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

EVERYTHING ABOUT Rhetorical appeals

ESSENTIALS

BASICS & TERMINOLOGY

ETHOS

APPEAL TO CREDIBILITY

PATHOS

APPEAL TO EMOTION

LOGOS

APPEAL TO LOGIC

TELOS

APPEAL TO PURPOSE

KAIROS

APPEAL TO TIMELINESS

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

Emotions create responses and, in our increasingly consumer-driven culture, the response is to buy something. Pathos appeals to an audience’s basic emotions like joy, fear, and envy. All are easily triggered in many ways.

Well, it’s a model enjoying a refreshing Coke. Or a frustrated infomercial character desperate for a better remedy. And «tired» of the «same old blah-blah-blah.»

The many different pathos advertisement examples not only evoke your feelings but anticipate your responses too. If you want to explore pathos in advertising, language is the best place to start.

Because the words we hear and read trigger specific feelings. Positive words conjure feelings of love, excitement and wonder.

What is pathos? Cutting to the emotional core, really.

Look at how General Mills and Cheerios achieved this in their “Good Goes Round” campaign.

Example of pathos: This Cheerios pathos advertisement injects good vibes with positive words

We see sunshine, smiles and bright colors while we hear the words “good goes around.”

It invites positivity and encourages us to associate Cheerios accordingly.

On the other hand, pathos advertisements can also employ unpleasant emotions like fear and worry just as effectively.

Pathos examples: this somber pathos advertisement says don’t let heart disease happen to you.

This ad by the British Heart Foundation underscores the dangers of heart disease. As the spot unfolds, you start to realize that the narrator suddenly died at her sister’s wedding.

Her tragic story encourages you to not let it happen to you.

Pathos examples: BMW warns against drinking and driving in this pathos advertisement example.

PaTHOS EXAMPLE IN COMMERCIALS

Pathos advert case study

If you want a really strong example of pathos is an advertisement, check out this shot list from a particularly emotional Zillow spot. Notice how the shots on the son are often singles and medium close-ups:

Pathos Examples • Shot Listed in StudioBinder

This Zillow commercial shows a father and son who have just suffered the terrible loss of their wife/mother. The father tries to cheer his son up by finding a new home, one preferably near the boy’s grandparents.

The son seems disinterested, but then the father finds his son and the family dog looking up at the stars, one of which is particularly bright. The son decides that the star is his mother, looking down on him.

That gives the father an idea:

Pathos example in Zillow Commercial

The father searches on Zillow, finds a home, and buys it. We then learn that the home is not only close to the grandparents, but it also has a skylight in the son’s room, allowing him to see his Mother’s star at night.

This commercial uses the emotions of the father, the son, the grandparents, and of course the viewer to suggest that Zillow is the type of website that can balm grief through its functionality.

USE OF PATHOS IN ADVERTISING

The appeal of pathos in advertising

Sex appeal is of course also hugely successful among the pathos advertising techniques. Open any Cosmopolitan magazine and you’ll find scantily clad models, muscular men and sexual innuendo.

Although the common expression “sex sells” has been debated, sexually provocative ads do leave a lasting impression. Mr. Clean, for example, spiced up their eponymous mascot for comedic effect.

Pathos Examples: This Mr. Clean pathos advertisement gave their mascot a sexy upgrade.

Their brawny Mr. Clean upgrade wears tight clothes and turns mopping the floor into something more. sensual?

Humor, patriotism and snob appeal are also all common in pathos advertisement examples. The pathos definition even extends to nostalgia and the strategic use of music in ads.

THE BANDWAGON ADVERTISING TECHNIQUE

What is the «bandwagon advertising»?

“Bandwagon advertising” is commonly categorized under pathos advertisement examples. While it may sound unfamiliar, you’re probably pretty familiar with it.

It creates that impression that using certain product will put you on the “winning team”. It adheres to the pathos definition because it plays off your fear. of being left out.

Old Spice used this in their “The Man Your Man Could Smell Like” spot.

Bandwagon advertising: to be The Man Your Man Could Smell Like, you buy Old Spice.

In its comical way, it puts pressure on men to smell as good as the Old Spice Guy. Like the “Plain Folks” technique, Bandwagon advertising is a very popular form of propaganda.

Of the persuasive advertising techniques, “Bandwagon” puts your brand on the right side of popular opinion. Remember the «Be like Mike» Ads?

Pathos example: Talk about putting the consumer on the «winning team»

Related Posts

Learn More Logos Ethos and Pathos

Comparing other techniques

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

EVERYTHING ABOUT Rhetorical appeals

ESSENTIALS

BASICS & TERMINOLOGY

ETHOS

APPEAL TO CREDIBILITY

PATHOS

APPEAL TO EMOTION

LOGOS

APPEAL TO LOGIC

TELOS

APPEAL TO PURPOSE

KAIROS

APPEAL TO TIMELINESS

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

LOGOS DEFINITION

What is logos?

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.

Logos Examples: This Samsung ad puts the Logos persuasive advertising technique to work.

Ever told someone to “listen to reason” during an argument? This is what logos does. The best logos advertisement examples are when a speaker appeals to logic.

Statistics, surveys, facts, and historical data can make a product seem like a more reasonable decision. Whether the data is sound or not is another story.

LOGOS EXAMPLE IN COMMERCIALS

Logos advert case study

If you want a really strong example of logos is an advertisement, check out this shot list from a recent Nissan Commercial. You’ll notice how the angles and shot size change when the «ProPilot» system clicks on:

Logos Advertisment Examples • Shot Listed in StudioBinder

This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the «ProPilot» system that Nissan now features in their cars.

Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road. but guess what? The «ProPilot» system saves her by auto-correcting the trajectory of the car based on the sensor system.

So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

Now. is it logical that this Star Wars homage suggests the daughter reach out to use the force by using a guided machine? Of course not! That’s the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Of course not!

Is there anything in this spot that is logical? The basic fact that young drivers get distracted, and the Nissan «ProPilot» system might just save their lives one day, well that is how you use logic to sell cars.

LOGOS TECHNIQUES

How is logos being used in advertising?

Technology advertisements use logos because their goal is to showcase cool new features. Consider the example of logos in Apple’s advertisement for the iPhone X:

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Ethos, Pathos, Logos: 3 Pillars of Public Speaking and Persuasion

What are ethos, pathos and logos?

Ethos, pathos and logos are modes of persuasion used to convince and appeal to an audience. You need these qualities for your audience to accept your messages.

Ethos is Greek for «character» and «ethic» is derived from ethos.

Ethos consists of convincing your audience that you have good character and you are credible therefore your words can be trusted. Ethos must be established from the start of your talk or the audience will not accept what you say.

In fact, ethos is often established before your presentation, for example, you may be the CEO of the company you’re presenting to so you’re already perceived as a specialist.

Why is ethos important?

Characteristics of ethos

There are four main characteristics of ethos:

1. Trustworthiness and respect

The audience are more likely to be respect you and think that what you’re saying is true if they perceive you as trustworthy. This judgement is formed using factors such as:

2. Similarity to the audience

Listeners are more likely to be convinced by someone they can relate to. For example, you may share:

If you do not share traits with your audience you can choose to adjust your:

But don’t do too much as your listeners will seen you as not being genuine.

Tony Robbins, a well known authority in the life coaching space, giving a TED Talk on ‘Why we do what we do’.

3. Authority

If the audience perceive that you are an expert they are more likely to be persuaded by what you say. Remember that every presenter has authority because they are the speaker.

4. Expertise and reputation

Expertise is your knowledge of the subject.

Reputation is what your audience knows about your knowledge of the subject.

Reputation depends on:

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Merging the four characteristics of ethos

Not all of characteristics have to be present to develop high ethos, for example, a university lecturer speaking to her students is most likely perceived as trustworthy as the lecturer is known to provide correct information, she has authority over the 18-21 year olds due to her job title and her age.

But she’s not similar to her students because of this. She has been working in this area for 30 years and at the university for 5 years (expertise) and has contributed largely to the area through a number of studies and subsequent papers (reputation). This is enough ethos for the audience to be persuaded by what she says.

Another person, such as a manager addressing her employees may have a different combination of these traits but still have enough ethos. It’s hard to achieve complete ethos, especially considering that having authority often reduces similarity.

Improve ethos

Authority and reputation are usually predetermined before your presentation so it’s difficult to change the audience’s mind about this. But it’s easier to change people’s perception about how trustworthy and how alike you are during the presentation.

Improve ethos day to day:

Improve ethos before a speech:

Telling personal stories during a presentation is a great way to increase ethos.

Increase ethos during a speech:

Improve ethos after the presentation

Pathos is Greek for suffering and experience. Empathy, sympathy and pathetic are derived from pathos.

Pathos is to persuade by appealing to the audience’s emotions. As the speaker, you want the audience to feel the same emotions you feel about something, you want to emotionally connect with them and influence them. If you have low pathos the audience is likely to try to find flaws in your arguments.

Why is pathos important?

Emotions are motivators so the audience is more likely to be persuaded and act on your requests by using pathos. Pathos is more likely to increase the chances of your audience:

Example of pathos during a speech

Girls Who Code Founder Reshma Saujani explains how one of her students created an algorithm to detect false positives in breast cancer testing after her dad was diagnosed with cancer.

Watch the full video here: Why We Need Women in Tech

Improving pathos

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The word “logic” is derived from logos.

Logos is to appeal to logic by relying on the audience’s intelligence and offering evidence in support of your argument. Logos also develops ethos because the information makes you look knowledgeable. Ask the following questions to decide if you have achieved logos:

Why is logos important?

Essentially, logical arguments that make sense are not easily dismissed.

Be comprehensive

Engage the audience by asking them questions during your speech to increase logos.

Be logical

Use the audience’s commonplace like a fact and apply it to a new situation. So if you want to encourage your staff to join a committee, use their commonplace, for example, rather than your belief say: «This committee needs considerate and kind-hearted people.»

Be specific

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