Ethos, Pathos, & Locos

Ehtos

Ethos is a Greek word meaning 'character'. IN terms of persuasive language, it is an appeal to authority and credibility. Ethos is a means of convincing and audience of the reliable character or credibility of the speaker/writer, or the credibility of the argument. It is an important tool or persuasion because iff you can get your audience to see you (or your argument) as credible and trustworthy, it will be much easier to persuade them. EX: As a doctor, I can say that this product will certainly improve you health.

Logos

Logos is a Greek word meaning 'a word' or 'reason'. In rhetoric, it is an appeal to logic and reason. It is used to persuade and audience by logical thought, fact and rationality. Logos can be a useful tool of persuasion because if you can 'prove' an argument through logical and sound reasoning, your audience is more likely to be persuaded. EX: It's a fact that smoking causes cancer. Therefore, if you don't want cancer, you shouldn't smoke.

Pathos

Pathos is a Greek word meaning 'suffering' or 'experience', and it is used in persuasive speech as an appeal to the emotions of the audience. Pathos is the way of creating a persuasive argument by evoking an emotional response in the audience/reader. You can use pathos when trying to persuade, by appealing to an audience's hopes and dreams, playing on their fears or worries, or appealing to their particular beliefs or ideals. EX: If you don't buy this life insurance, you are letting your family down.