The art of effective or persuasive speaking or writing, esp. the
use of ﬁgures of speech and other compositional techniques.
Language designed to have a persuasive or impressive effect on
its audience, but is often regarded as lacking in sincerity or
At it’s best, rhetoric is a thoughtful, reﬂective activity leading to
Modes of Rhetoric: Ethos
Ethos is an appeal based on the character of the speaker.
An ethos-driven argument relies on the reputation of the
author. Speakers and writers appeal to ethos, or
character, to demonstrate that they are credible and
What is it about the
Colonel that makes us
think we should buy
his secret recipe
How does Uncle
Sam appeal to
Modes of Rhetoric: Logos
Logos is appeal based on logic or reason. Documents
distributed by companies or corporations are logos-driven.
Scholarly documents are also often logos-driven. Writers
and speakers appeal to logos by offering clear, rational