The document discusses Aristotle's rhetorical appeals: ethos, pathos, and logos, which are fundamental tools for persuasion in communication. Ethos refers to the credibility of the speaker, pathos relates to evoking emotions in the audience, and logos emphasizes logical reasoning and evidence. These concepts are crucial in fields like advertising and speech writing to influence perspectives.

1. The Prsuasive tools:
Ethos Pathos and Logos
By
Group 5

2. What it actually is?
✘ Aristotle's "modes for persuasion" - otherwise known as
rhetorical appeals - are known by the names
of ethos, pathos, and logos.
✘ They are means of persuading others to believe a
particular point of view.
✘ They are often used in speech writing and advertising to
sway the audience.

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4. The Rhetorical Appeal (Rhetorical triangle)
✘ The rhetorical triangle is a common reference to the
three rhetorical appeals identified by Aristotle: ethos,
pathos, and logos.
✘ These three Greek terms make reference to the
primary concepts from which messages–in any
communication channel–are created.
Check out the diagram for a quick overview of the
rhetorical triangle.
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6. 1.
Ethos

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✘ In English, the direct translation of ethos from Greek is
“ethics.” But when we talk about the rhetorical appeals,
“ethos” makes broader reference to what makes the
speaker (person or organization) credible.
✘ Credibility, depending on the topic or substance of a
communication, can take years to establish

8. Example of ethos
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Ways to develop ethos
✘ Use appropriate language
✘ Use correct Grammar
✘ Be an expert in your topic
✘ Research extensively and use credible
sources
✘ Design your communications
professionally
✘ Make logical connections between ideas
and avoid logical fallacies at all costs

10. Ethos Advertisement:
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11. 2.
Pathos
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12. What is pathos?
✘ In English, the direct translation of pathos is “emotion.”
✘ But when we talk about the rhetorical appeals, “pathos”
makes broader reference to the audience and the way
in which they react to a message.
✘ The idea behind pathos is that you want your audience
to feel a certain way when you communicate to them.
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13. Ways to develop Pathos
✘ Use emotional language
✘ Use anecdotes and stories
✘ Appeal to values
✘ Show images that evoke strong emotions
✘ Choose words that get people excited or emotionally
charged
✘ Change your tone of voice or pace to evoke
enthusiasm or angst
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14. Example of pathos
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15. Pathos advertisement
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16. 3.
Logos
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17. ✘ In English, the direct translation
of logos is “logic.”
✘ When we talk about the rhetorical
appeals, “logos” makes broader
reference to the message as a whole
and, more specifically, the facts and
statements that build a logical
argument.

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✘ Use credible evidence
✘ Avoid logical fallacies
✘ Acknowledge the opposing side’s valid points
✘ Use statistics or established facts
✘ Name features of a product or service
✘ Be specific (when appropriate, be as specific as
possible and avoid generalizations)
Ways to develop logos

19. Example of logos
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20. Logos Advertisement
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THANKS! Presented by :
Ayush Chaturvedi
Vijay Kumar Thakur
Siddharth Jadhav