“There are, then, these three means of effecting persuasion. The man who is to be in command of them must, it is clear, be able to reason logically, to understand human character and goodness in their various forms, and to understand the emotions…”
– Aristotle
The rhetorical triangle is a helpful way to understand how communication works when we want to persuade others. It’s based on three key ideas that come from Aristotle’s book Rhetoric. These three appeals are used in almost every kind of communication—whether it’s a piece of writing, an ad, or a presentation.
Ethos is how much the audience trusts you as the speaker or writer. If your audience believes you know what you’re talking about, they’re more likely to listen. For example, the creators of Mr. Robot used real, accurate code in their show to build trust with tech-savvy viewers.
Pathos appeals to emotions. It’s about making your audience feel something—whether it’s hope, fear, joy, or anger. Good storytelling, powerful images, or personal examples can trigger emotional responses that influence decisions.
Logos is about facts and statistics. It’s how well your message makes sense and whether it’s backed by solid evidence like statistics or expert opinions.
These three elements work together to create a strong, persuasive message. Depending on the situation—like giving a speech in court, at a political rally, or during a celebration—you might use one appeal more than the others.
Understanding these three means helps us think more clearly about how people try to influence us—and how we can influence others in return. It reminds us that how something is said can be just as important as what is said.
In this blog, we will explore how to use ethos, pathos, and logos. Let’s dive in!
The Rhetorical Triangle: Key Takeaways
- The triangle is made up of three parts. These three modes of persuasion help us understand how to communicate more effectively in speeches, ads, and writing.
- Ethos focuses on trust. A speaker or writer builds this element by showing expertise, using respectful language, and behaving in a professional, confident way.
- Pathos is about emotions. It connects with people through storytelling, vivid language, or imagery that makes them feel something like hope, fear, sadness, or pride.
- Logos uses objectivity and reason. Facts, statistics, and clear arguments help make a message sound reliable and sensible to the audience.
- The three appeals often work best when used together. Depending on the situation, one might be more effective than the others, but strong messages usually include a mix.
- Knowing how the three elements work can help you become a better speaker, writer, or listener by understanding how people try to influence each other.
Modes of Persuasion: Ethos, Pathos, and Logos Definitions
Ethos
Ethos is a way of convincing an audience by showing that the speaker or writer is trustworthy, experienced, or knowledgeable. The word comes from Greek and means “character,” and it’s where we get words like “ethic” and “ethical.” In simple terms, it is about credibility—why someone should listen to you.
In speeches or writing, this element is used to show that the person knows what they’re talking about. It can come from their background credentials, job title, education, or personal experience. For example, when someone says, “As a doctor with 20 years of experience…,” they are using the statement to build trust with the audience.
But it isn’t just about titles and experience. How a person speaks, dresses, and behaves also matters. Clear speech, proper grammar, and confident body language can all add to someone’s trustworthiness. Even using fair language and considering both sides of an argument can make a speaker or writer seem more reliable.
This element helps win over an audience by showing that the speaker or writer is someone worth listening to.
Examples
Ethos is all about trust. It’s a way to show the audience that a speaker or source is worth listening to. One of its clearest examples is academic writing. We tend to trust peer-reviewed papers by experts in the field, like doctors or researchers, over informal sources. These authors often highlight the limits of their studies upfront, which helps build credibility.
In advertising, this element shows up when trusted public figures promote products. For example, Steph Curry appeared in a car commercial, even though he isn’t a car expert. His fame alone helps the brand seem more reliable. Similarly, the Heineken ad featuring actor Benicio Del Toro ties his celebrity status to the beer’s popularity—using humor to keep it engaging.
This tool also works when brands support big causes. Anheuser-Busch’s Super Bowl ad told the story of its immigrant founder, connecting the brand with values like hard work and diversity. Another version is the “Plain Folks” technique, which shows famous people as relatable. Hillary Clinton’s campaign ad did this by showing her as a family person with small-town roots.
Speeches often use this element, too. Steve Jobs, in a 2005 address, shared his career highlights to show his trustworthiness. In Julius Caesar, Marc Antony reminds the crowd of his close relationship with Caesar to gain their trust.
Even short phrases like “4 out of 5 dentists recommend” or “I’ve served this community for 10 years” are classic examples of this element. Whether in ads, writing, or speeches, it helps people sound trustworthy and worth listening to.
Pathos
Pathos is a way to move people by appealing to their emotions. It’s one of the main techniques used in communication to make the audience feel something—whether it’s sadness, joy, fear, anger, or hope. When speakers or writers use this element, they aim to engage with the audience on an emotional level to support their message.
The term comes from Greek and means “suffering” or “experience.” It’s closely tied to words like empathy, sympathy, and pathetic—all of which relate to emotions. This idea has been around since ancient times. The Greek philosopher Aristotle called it “the appeal to emotion,” and it’s still used in that way today.
People who use this element often include emotional language, moving stories, or strong examples to evoke feelings in the audience. For instance, a speaker might talk about suffering animals to make listeners feel sad or angry, encouraging them to take action. But using this element takes care—it works best when done with subtlety and purpose. Otherwise, it can feel like emotional manipulation.
This tool helps shape how people feel—and that can strongly affect how they think and act.
Examples
Pathos is all about tapping into emotions to persuade an audience. Whether it’s sadness, joy, fear, pride, or even guilt, this element helps people connect with a message on a deeper, human level.
In literature, Herman Melville used this tool to bring his character Ishmael to life in Moby-Dick. His vivid words capture the loneliness and emotional struggle, pulling readers into Ishmael’s world. In ancient texts like The Iliad, Ulysses tries to sway Achilles by appealing to his pride, grief, and sense of duty.
Modern examples of pathos are just as powerful. One famous commercial for Zillow tells the touching story of a grieving father and son, ending with the son finding comfort in a skylight that reveals a star he believes is his mother. Similarly, the ASPCA ad featuring Sarah McLachlan uses heartbreaking images of animals and soft music to move viewers to donate.
Advertisers use other emotional triggers too—like humor, sex appeal, patriotism, or fear of missing out. Mr. Clean adsadd comedy and sensuality to household chores. The British Heart Foundation shows tragic stories to create concern for loved ones. Bandwagon ads like “Be Like Mike” tap into the fear of being left out.
Pathos makes messages memorable by making them felt.
Logos
Logos is a way of persuading people by appealing to logic and reason. It originates from the Greek word meaning “reason” or “discourse.” In simple terms, this element is all about making sense. It focuses on facts, numbers, examples, and clear ideas to support a logical argument.
When someone uses this tool, they try to appeal to the audience’s logical reasoning. This might include citing data, research, or statistics—anything that shows a claim is backed by evidence. For example, a company might say its cleaner “kills 98% of germs” to convince people it works.
Good use of this tool means the argument is clear and follows a logical path. It avoids errors in reasoning, called logical fallacies. It may also use historical or literal examples to strengthen a point.
While this tool is powerful, it doesn’t always win on its own. A solid argument with facts can still lose to a speaker who connects emotionally or seems more trustworthy. Still, when used well, this element helps build a strong, reason-based case that can make people listen—and believe.
Examples
Logos is all about using objectivity and reason to make a point. When you use facts, data, or expert opinions to back up your message, you’re using this element. Here are some clear examples of how it works in different situations.
In everyday life, saying “listen to reason” during a debate is a basic use of this tool. Philosophers like René Descartes used logical thinking in phrases like “I think, therefore I am.” Darwin did the same in On the Origin of Species, using scientific observations to explain natural selection.
In advertising, this tool often appears in the form of statistics or product features. For example, a Nissan commercial uses a high-tech safety feature to show how their car logically protects distracted drivers. Similarly, Apple highlights iPhone features like Face ID and durable glass to convince buyers it’s the smartest choice.
Even food brands use this tool. “I Can’t Believe It’s Not Butter” promotes health benefits to convince health-conscious buyers.
Political and scientific speeches use this tool, too. Al Gore explained climate change by comparing trapped greenhouse gases to atomic bomb energy. Ben Bernanke used data about consumer spending and lending to discuss the economy.
No matter the format, this tool makes ideas more convincing by connecting them to clear, rational evidence.
Wrap-up: Modes of Persuasion
Understanding the three elements helps us see how persuasive messages are built. These three elements make up the triangle, a simple yet powerful tool for clear and effective communication. Ethos builds trust by showing that the speaker knows what they’re talking about. It could be their experience, how they speak, or how fairly they present their ideas. Pathos connects with the heart. It uses stories, visuals, or emotional language to make the audience feel something—whether it’s hope, sadness, pride, or urgency. Logos speaks to the brain. It relies on facts, statistics, and clear reasoning to show that an argument makes sense.
Each of these appeals can stand on its own, but they’re strongest when used together. A speaker who is trustworthy, connects emotionally, and provides solid facts is more likely to influence their audience. Whether it’s in a political speech, a commercial, or a personal conversation, these tools shape how we give and receive messages. By learning how these three elements work, we become better communicators—and more aware of how others try to steer us.
Rhetorical Appeals: (FAQs)
1. What is ethos, pathos, and logos?
They are three ways to persuade an audience. Ethos builds trust by showing credibility. Pathos connects through emotions. Logos uses facts and objectivity to prove a point. Together, they form the triangle.
2. What is the difference between ethos and logos?
Ethos is about trust—why people should believe the speaker. Logos is about logic—why the message makes sense. The former depends on your experience, background, or how you present yourself. The latter depends on solid evidence like data or examples.
3. How does pathos work in communication?
Pathos works by making the audience feel something. It uses emotional stories, powerful images, or personal experiences to stir feelings like joy, sadness, or anger. If people feel connected, they’re more likely to act or agree with your message.
4. Why is ethos important in a speech or ad?
Ethos helps the audience see the speaker as trustworthy or reliable. Whether it’s a doctor giving advice or a celebrity promoting a brand, it makes people more likely to listen and believe.
5. Can logos be enough on its own?
Sometimes, yes. However, strong facts alone may not be convincing if the speaker lacks trustworthiness or emotional appeal. That’s why it works best when combined with the other two elements.
6. When should I use each type of appeal?
It depends on the situation. In court, reason may matter most. At a rally, emotions might lead. For professional presentations, trustworthiness often takes the lead. Mixing all three creates the strongest message.
Win Hearts and Minds with Prezentium’s Persuasive Presentations
At Prezentium, we help you build winning presentations that do more than inform—they convert. Our team blends deep business knowledge, elegant design, and data science to deliver presentations that speak to the head and the heart. Whether it’s an Overnight Presentation, expert-led Accelerator support, or hands-on training through Zenith Learning, we help you connect with your audience through the three modes of persuasion.
We build credibility by ensuring your presentation reflects your authority—supported by industry insight, strong messaging, and clean visuals that look professional and trustworthy. We spark emotion through storytelling, compelling imagery, and design that helps your message resonate and move people to action. We strengthen your logic with structured arguments, clean data visualizations, and facts that back up every key point.
Persuasive communication isn’t just about what you say—it’s how you say it. Let Prezentium help you influence with clarity, confidence, and impact. Reach out today, and let’s build your next presentation to win both hearts and minds.