This document discusses the core concepts of persuasive communication: ethos, logos, and pathos. It defines ethos as speaker credibility, logos as evidence and reasoning, and pathos as appealing to an audience's social, biological, and psychological needs and desires. The document also outlines the basic purposes of persuasive communication as convincing others to act, reinforcing existing views, or influencing a change in views. It provides examples of types of evidence, reasoning, statistical credibility, speaker credibility, and emotional appeals that can strengthen persuasive arguments.

1. Persuasive Communication
Core
Concepts

2. Basic Concepts
 Ethos
speaker credibility
 Logos
evidence and reasoning
 Pathos
social, biological and psychological
needs and desires

3. Basic Communication Relationships

4. Purposes of
Persuasive Communication
To convince others to act
To reinforce existing attitudes,
behaviors, opinions or values
To influence others to change
attitudes, behaviors, opinions or
values

5. Evidence and Reasoning…Logos
Evidence
1. Facts
information which can be verified
1. Expert Opinions
source and qualifications
1. Inferences
developing a conclusion or generalization
based on observation, experience or logic

6. Evidence and Reasoning…Logos continued
Reasoning
1. Deductive
from a general premise or principle to a
specific observation
1. Inductive
from specific examples or cases to a
general conclusion
1. Causal
from cause to effect
1. Analogical
similar situations produce similar results

7. Statistical Credibility…Logos
1. Directness of Source
primary or secondary
1. Reputation of Source
recognized authority
1. Age of Data
recent data is often more persuasive

8. Speaker Credibility…Ethos
1. Sincerity, concern for audience
2. Tact and friendliness
3. Reputation and character
4. Self-confidence and poise
5. Experience and special
knowledge of subject

9. Emotional Appeals…Pathos
Basic human needs and desires
 Self-preservation
 Physical attractiveness
 Health
 Social acceptance
 Acquisition of wealth
 Curiosity
 Altruism
 Patriotism
 Adventure
 Other…

10. Persuasion Communication
Core Concepts
Ethos
speaker credibility
Logos
evidence and reasoning
Pathos
social, biological and
psychological needs and desires