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Unit 11: Gaining Leverage through Power and Persuasion

Together, they are the three persuasive appeals. In other words, these are the three essential Notes
qualities that your speech or presentation must have before your audience will accept your
message.

11.7 Origins of Ethos, Pathos, Logos

On Rhetoric by Aristotle
1. Ethos, Pathos, Logos – Introduction

2. Ethos – Speaker Credibility
(a) What is Ethos?
(b) How to Establish Ethos?
3. Pathos – Emotional Connection
(a) What is Pathos?

(b) How to Develop Pathos?
4. Logos – Logical Argument
(a) What is Logos?

(b) How to Convey Logos?
Written in the 4th century B.C.E., the Greek philosopher Aristotle compiled his thoughts on the
art of rhetoric into On Rhetoric, including his theory on the three persuasive appeals.

Many teachers of communication, speech, and rhetoric consider Aristotle’s On Rhetoric to be a
seminal work in the field. Indeed, the editors of The Rhetoric of Western Thought: From the
Mediterranean World to the Global Setting call it “the most important single work on persuasion
ever written.” It is hard to argue this claim; most advice from modern books can be traced back
to Aristotle’s foundations.
In The Classic Review, Sally van Noorden points to George Kennedy’s modern translation as the
standard reference text for studying On Rhetoric. Kennedy’s translation is the source that I use.
(At the time of this writing, it is available from amazon.com for $24.56, 18% off the list price.)

11.7.1 Ethos

Before you can convince an audience to accept anything you say, they have to accept you as credible.
There are many aspects to building your credibility:
1. Does the audience respect you?

2. Does the audience believe you are of good character?
3. Does the audience believe you are generally trustworthy?
4. Does the audience believe you are an authority on this speech topic?
Keep in mind that it isn’t enough for you to know that you are a credible source. (This isn’t
about your confidence, experience, or expertise.) Your audience must know this. Ethos is your
level of credibility as perceived by your audience.

We will define ethos in greater detail, and we will study examples of how to establish and build
ethos.

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