We need our audience to believe that we are, in the well-known words, ‘A pretty straight kind of guy.’ Your audience needs to know (or to believe, which in rhetoric adds up to the same thing) that you are trustworthy that you have a locus stand to talk on the subject, and that you speak in good faith. Many companies use ethos in the form of celebrity endorsements, doctors' or dentists' recommendations, or testimony from people that have experienced the benefits of a product or an excellent service. Various strategies depend on the ethos is to persuade people to buy a product, sign a petition, do business with a certain company, and so on. Let's explore the meaning of each of these concepts more in depth and how we should apply these in our persuasive speaking.Įthos is to establish our credentials while speaking to the audience on the specific subject matter. The study of the modes of persuasion was originally discussed by the Greek philosopher Aristotle. Pathos means empathy or emotion, and Logos means logic. So, commit the logos definition to memory, rewatch these logos examples, and start to use what you’ve learned.Ethos means credibility. Examples of ethos, pathos, and logos working together prove effective time and time again, as we’ve shown above. It’s called “the rational appeal” for a reason.Īnd remember that when we use logos rhetoric, we consider the big picture.
So what does logos mean? It’s an appeal to logic and reason that uses facts, data, features, and specs. Define Logos For Yourself Bring logos into your own projects A logos appeal, right at home with its pals ethos and pathos. What it does, how it works, and why it’s important. It’s inspiring, touching, and chock-full of what it means to be human.įinally, the logos definition reveals itself with features and specs of the Xbox Adaptive Controller. More than anything else, this ad gets the emotions stirring. Maybe they’re not celebrities, but they’re clearly video game experts. You'll notice how the angles and shot size change when the "ProPilot" system clicks on:Įthos? These kids know their stuff. Here's a StudioBinder storyboard for the ad. but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system. Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road. The daughter is about to drive past some scary construction, but then the father instructs her to turn on the "ProPilot" system. This commercial shows a daughter and father driving on a highway. If you want another really strong example of Logos is an advertisement, look no further than this recent Nissan Commercial. If you want pathos, go someplace else.īut if you’re in the mood for a nice hot platter of facts and figures, product specs, and a map with coverage statistics, this logos appeal hits the spot. How about a cute chinchilla, or a tug at the heartstrings? Wrong ad. Where’s the celebrity? The well-respected spokesperson? Not here. In the video below, we can see how ethos, pathos, and logos work together and individually to win over an audience. He believed that people are rational, and appealing to the rational mind with data, research, and evidence is the best way to win them over.
Logos appeals to logic and reason by using statistics, facts, and figures. It can be a negative, as in, “Yikes, I might die if I keep smoking.” And how about guilt? “Adopt this puppy and give it a home.”įor more, get a refresher on the pathos definition with examples. This can be a positive, such the happiness you would feel if you bought, say, a new bike. Pathos aims to persuade viewers by prompting an emotional response. This often means a respected authority figure or celebrity giving a product or brand a testimonial or endorsement.įor more, brush up your ethos definition and examples.
In another post, you'll find a general overview of ethos, pathos, and logos but for now we'll do a quick recap.Įthos convinces the audience by presenting reliability, honesty, and credibility. But even when a commercial fires on all cylinders, either ethos, pathos, or logos rhetoric stands out as a primary appeal. A compelling video, advertisement, or speech ideally draws from all three strategies.
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