Persuasion and the Rhetorical Triangle

Introduction to Persuasion

Persuasion is about convincing an audience to think or feel a certain way.
For centuries, persuasion has been rooted in three elements introduced by Aristotle: ethos, pathos, and logos.

The rhetorical triangle consists of ethos, pathos, and logos.
Aristotle's work "Rhetoric" outlines the use of these elements to persuade audiences effectively.

Ethos is the speaker's credibility, reasons why an audience should trust the speaker.
- Credentials: Personal experience, endorsements by experts.
- Examples: In films and documentaries, experts are often used to add legitimacy.
- Historical Examples: Malala Yousafzai's UN speech where she used her personal experience to advocate for education.
Fesus: Speaker's perceived intelligence.
Arete: Speaker's moral character or values.
Eunoia: Speaker's likability and relatability.

Pathos appeals to the audience’s emotions.
- Uses empathetic and sympathetic characters to create emotional connections.
- Examples: Martin Luther King Jr.'s "I Have a Dream" speech, using imagery and analogy to evoke emotions.
- Employed through vivid imagery and analogies to make complex ideas relatable.
- Risks: Arguments based solely on pathos may appear manipulative.

Logos involves reasoning and the presentation of facts.
- Supported by research, statistics, and logical structure.
- Good arguments address both sides, making them appear fair and bulletproof.
- Avoids logical fallacies such as strawman arguments, false dilemmas, and circular reasoning.
- Examples: "An Inconvenient Truth" uses clean, digestible data to strengthen its thesis.

Found in political speeches, commercials, documentaries, and more.
Effective persuasion involves a balance of ethos, pathos, and logos.
Example: An anti-smoking ad by the CDC effectively uses all three elements.
- Ethos: Former smoker suffering from cancer.
- Pathos: Vivid imagery showing personal impact.
- Logos: Factually presenting the dangers of smoking.

Understanding and using ethos, pathos, and logos can strengthen arguments.
These elements are critical for creating persuasive communications across various mediums.
Encourage use of tools like Studio Binder for crafting persuasive narratives.