Overview
This lecture introduces Aristotle's rhetorical triangle—ethos, pathos, and logos—and explains how these three appeals create persuasive business writing.
The Rhetorical Triangle
- The rhetorical triangle consists of ethos (credibility), pathos (emotion), and logos (logic) as three essential appeals for persuasion.
- A strong persuasive message incorporates all three points of the triangle.
Pathos: Emotional Appeal
- Pathos refers to appealing to audience emotions and is often the fastest way to capture attention.
- Overusing pathos may make audiences feel emotionally manipulated unless supported by facts.
Logos: Logical Appeal
- Logos uses facts, statistics, science, and expert opinion to support claims and build logical arguments.
- Relying solely on logos can make writing dry; a balance with other appeals is necessary.
Ethos: Ethical/Credibility Appeal
- Ethos is about showing you are trustworthy and credible to your audience.
- Establishing ethos involves using reliable sources and respectful communication, especially with those who disagree.
- Layout, design, and style choices can impact your credibility.
Fallacies and Their Impact
- Fallacies are errors in reasoning that weaken persuasive messages, regardless of which appeal is used.
- There are logical, emotional, and ethical fallacies to watch for when constructing arguments.
Applying the Triangle in Practice
- Use ethos, pathos, and logos to analyze why an argument might not be persuasive and to strengthen your own or others' messages.
- These appeals help identify how you are being persuaded in everyday communication, such as advertisements or sales pitches.
Key Terms & Definitions
- Ethos — The credibility and trustworthiness of the writer or speaker.
- Pathos — Appeals targeting the audience’s emotions.
- Logos — Appeals based on logical reasoning, facts, and evidence.
- Fallacy — An error in reasoning that weakens an argument.
Action Items / Next Steps
- Practice identifying ethos, pathos, and logos in sample advertisements or arguments.
- Review resources on logical, emotional, and ethical fallacies for deeper understanding.