Every day, people encounter rhetoric—we constantly discuss ideas, agree or disagree with statements, defend our beliefs, or challenge the opinions of others. Whether we realize it or not, the persuasive elements of ethos, pathos, and logos are at play in nearly every conversation.
The primary function of rhetoric is to find persuasive strategies that help achieve success in a given situation. There are three such strategies.
The first method of persuasion is based on the speaker’s character and credibility—this is considered the foundation of effective persuasion.
The second method involves creating the right emotional atmosphere and engaging the audience’s feelings.
The third method relies on logical reasoning and evidence.
At first glance, it may seem that the most effective approach is the third one—built on logic, facts, and proof. However, Aristotle emphasized the importance of the first: the speaker’s character and credibility.
So, let’s take a closer look at each of the three rhetorical appeals: ethos, pathos, and logos.
Definition of Ethos, Pathos, and Logos
Ethos, pathos, and logos are classical modes of persuasion—rhetorical techniques that help a speaker or writer influence an audience. To craft an effective speech or piece of writing, it’s essential to understand and apply these persuasive strategies.
Ethos is a rhetorical appeal that builds trust between the author and the audience. By using ethos, the speaker or writer demonstrates credibility, expertise, and moral integrity—showing the audience that their opinion is worth listening to.
Even if you’re not an expert, it’s important to show that you’ve done your research, understand the topic, and care about delivering accurate, meaningful information. Ethos also includes aligning with the audience’s values, which strengthens your message.
Ethos creates trust in the author and reinforces belief in the truth of their words. But you can’t just say, “I’m smart and trustworthy, so believe me.” You have to prove it. Here are effective ways to build ethos:
- Share your professional experience, or mention the expertise of someone you trust.
- Talk about your education or relevant achievements.
- Reference opinions of respected experts in the field.
- Use terminology that shows you understand the subject.
In short, you should highlight your credibility—or at least demonstrate a solid understanding of the topic you’re presenting.
Examples of How to Use Ethos
Example 1: Corporate Ethos in Business Communication
“Merks has been one of the leading developers of residential projects in Riga since 1997. To ensure the best quality and convenience for home buyers, we manage all phases of residential projects: planning, design development, construction, sales, and service during the warranty period.
Need our construction services?
We go beyond the expected to find the best possible solutions. Merks carries out complete projects from beginning to end, providing superior quality and peace of mind for the client.”
Why it works: The company highlights its experience, long-term presence in the market, and comprehensive approach—building trust through demonstrated expertise.
Example 2: Ethos in Healthcare
“The medical clinic employs doctors who believe in classical medicine with a long-term doctor–patient relationship based on mutual trust. This happens when the doctor gives the patient enough attention and time to understand what is most important to the individual. No queues, no rush, and no unanswered questions.
At the same time, the clinic is equipped with up-to-date diagnostic equipment for both frequent and specific examinations. Less frequently needed examinations are provided by Premium Medical partners, who serve clients in accordance with Premium Medical standards.”
Why it works: The clinic builds ethos by emphasizing its doctors’ values, patient-focused care, and professional standards, as well as its modern medical technology.
Example 3: Personal Ethos – Steve Jobs
“I was lucky — I found what I loved to do early in life. Woz and I started Apple in my parents’ garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4,000 employees. We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30.”
— Steve Jobs
Why it works: Steve Jobs builds ethos by sharing a personal success story, emphasizing experience, innovation, and dedication.
Example 4: Ethos in Political Rhetoric – Winston Churchill
“Let me, however, make it clear that I have no official mission or status of any kind, and that I speak only for myself. There is nothing here but what you see.
I can therefore allow my mind, with the experience of a lifetime, to play over the problems which beset us on the morrow of our absolute victory in arms, and to try to make sure with what strength I have that what has been gained with so much sacrifice and suffering shall be preserved for the future glory and safety of mankind.”
Why it works: Churchill appeals to his lifetime of experience and sincere personal perspective, reinforcing his credibility while discussing serious global issues.
Modes of Persuasion — What Is Pathos?
Pathos is a mode of persuasion that appeals to the emotions of the audience. By using pathos, the author can evoke feelings such as sympathy, empathy, fear, sadness, anger, or even hope—creating a deeper emotional connection with the reader or listener.
Emotions are powerful motivators. When people feel something strongly, they are more likely to believe an idea, take action, or remember a message.
One effective way to use pathos is by telling personal stories, sharing real-life experiences, or describing relatable situations. These techniques help humanize the message and make it more impactful.
However, relying solely on pathos is not enough.
For a message to be truly persuasive, it’s best to combine all three modes of persuasion:
- Ethos (credibility),
- Logos (logic and evidence),
- and Pathos (emotional appeal).
Together, they create a well-rounded and convincing argument.
How to Use Pathos: Examples
Example 1: Pathos in Personal Reflection – Steve Jobs
“My model for business is the Beatles. They were four guys who kept each other’s kind of negative tendencies in check. They balanced each other, and the total was greater than the sum of the parts.”
— Steve JobsWhy it works: Jobs uses a nostalgic cultural reference and emotional language to describe teamwork, evoking feelings of harmony, collaboration, and admiration.
Example 2: Pathos in Literature – Fredrik Backman
“Loving someone is like moving into a house,” Sonja used to say. “At first you fall in love with all the new things… Then over the years… you start to love that house not so much because of all its perfection, but rather for its imperfections…”
— Fredrik Backman, A Man Called Ove
Why it works: The metaphor of love as a lived-in house evokes warmth, familiarity, and emotional depth—helping readers connect deeply with the characters’ experiences.
Example 3: Pathos in War Literature – Erich Maria Remarque
“Sometimes I used to think that one day I should wake up, and all that had been would be over. Forgotten, sunk, drowned. Nothing was sure – not even memory.”
— *Erich Maria Remarque, Three Comrades
Why it works: This quote taps into trauma, loss, and emotional uncertainty, creating empathy and a somber emotional atmosphere.
Example 4: Pathos in Autobiographical Narrative – Will Smith
“I was raised to believe that I am inherently equipped to handle any problems that may arise in my life, racism included… The only variable was the level of my commitment to the fight.”
— Will Smith
Why it works: Smith opens up about personal struggle and identity, invoking emotions like resilience, pride, and shared hardship.
Example 5: Pathos in Public Speaking – Steve Jobs’ Commencement Speech
“No one wants to die. Even people who want to go to heaven don’t want to die to get there… Death is very likely the single best invention of Life… Sorry to be so dramatic, but it is quite true.”
Why it works: Jobs reflects on mortality and meaning with poetic honesty, stirring fear, inspiration, and reflection in the audience.
What Is Logos in Rhetoric?
Logos is a mode of persuasion that relies on logic, reason, and common sense. It appeals to the audience’s intellect by using clear arguments, objective facts, and rational thinking.
This rhetorical strategy is especially effective when trying to explain complex ideas, support a claim, or convince skeptical readers.
Logos often includes:
- Verifiable facts and statistics
- Scientific research, theories, or academic sources
- Real-life examples the audience can relate to
- References to historical events or the author’s own observations and experience
If ethos is the foundation of your argument (credibility), then logos is the framework that builds upon it—leading the audience step-by-step toward your conclusion. It strengthens the author’s opinion by presenting evidence and rational explanations that are hard to refute.
Powerful Examples of Logos in Persuasive Writing
Example 1: United Nations – Using Logos to Highlight Child Poverty
“Poverty affects children disproportionately. Around the world, one out of six children lives in extreme poverty, living on less than US$1.90 a day. Their families struggle to afford basic health care and nutrition needed to provide them a strong start. These deprivations leave a lasting imprint; in 2019, 149 million children under the age of five were stunted.
Despite great progress in school enrolment in many parts of the world, more than 175 million children are not enrolled in pre-primary education, missing a critical investment opportunity and suffering deep inequalities from the start. 6 out of 10 leave primary school without achieving minimum proficiency levels in reading and mathematics, according to a 2017 UNESCO report. This challenge is compounded by the increasingly protracted nature of armed conflict.”
— United Nations
Why it works: The United Nations uses factual statistics, data, and reports to highlight the scale of poverty and its impact on children. This appeals to the audience’s logical reasoning by presenting undeniable facts and figures.
Example 2: Corporate Logos in Annual Reporting – Shell
“Shell is an international energy company with expertise in the exploration, production, refining and marketing of oil and natural gas, and the manufacturing and marketing of chemicals.”
“Shell at a glance in 2021:
- 70+ countries where we operate
- 64.2 million tonnes of liquefied natural gas (LNG) sold during 2021
- 82,000 employees at December 31, 2021
- 10 refineries in which we have interests
- 3.2 million barrels of oil equivalent we produce per day”
“Financial performance in 2021:
- Revenue: $261,504 million
- Income: $20,630 million
- Cash capital expenditure: $19,698 million
- Investment in research and development: $815 million”
Why it works: Shell uses specific numbers, facts, and performance metrics to highlight its global impact and financial success. This appeals to the audience’s sense of logic and reasoning, offering concrete proof of the company’s influence.
Example 3: Logos in Political Rhetoric – Nelson Mandela
“In 1960 the Government held a referendum which led to the establishment of the Republic. Africans, who constituted approximately 70 per cent of the population of South Africa, were not entitled to vote, and were not even consulted about the proposed constitutional change.”
“For thirty-seven years – that is until 1949 – it adhered strictly to a constitutional struggle. It put forward demands and resolutions; it sent delegations to the Government in the belief that African grievances could be settled through peaceful discussion and that Africans could advance gradually to full political rights. But White Governments remained unmoved, and the rights of Africans became less instead of becoming greater.”
— Nelson Mandela, “I Am Prepared to Die” Speech
Why it works: Mandela presents historical facts and a logical analysis of the political situation, showing how the government’s policies failed to address the needs of the majority. His argument is built on verifiable events, appealing to the audience’s reason and sense of justice.
Conclusion: Using Persuasion Methods in Text and Public Speaking
Now that you understand the three main methods of persuasion—ethos, pathos, and logos—you can apply them effectively in both writing and public speaking.
- Ethos establishes your credibility and trustworthiness. By demonstrating your expertise, experience, and ethical values, you can convince your audience that your argument is worth considering.
- Pathos appeals to emotions. Whether it’s empathy, fear, joy, or anger, using emotional appeals can strengthen your connection with the audience and drive them to action.
- Logos uses logic and reason. Presenting facts, statistics, and clear reasoning supports your argument and appeals to the audience’s intellect.
By combining these three techniques, you can create a compelling, well-rounded argument that resonates with both the heart and mind of your audience.