example of logos in an argumentative essay

Logos Definition

What is logos? Here’s a quick and simple definition:

Logos , along with ethos and pathos , is one of the three "modes of persuasion" in rhetoric (the art of effective speaking or writing). Logos is an argument that appeals to an audience's sense of logic or reason. For example, when a speaker cites scientific data, methodically walks through the line of reasoning behind their argument, or precisely recounts historical events relevant to their argument, he or she is using logos.

Some additional key details about logos:

• Aristotle defined logos as the "proof, or apparent proof, provided by the words of the speech itself." In other words, logos rests in the actual written content of an argument.
• The three "modes of persuasion"— pathos , logos , and ethos —were originally defined by Aristotle.
• In contrast to logos's appeal to reason, ethos is an appeal to the audience based on the speaker's authority, while pathos is an appeal to the audience 's emotions.
• Data, facts, statistics, test results, and surveys can all strengthen the logos of a presentation.

How to Pronounce Logos

Here's how to pronounce logos: loh -gos

Logos and Different Types of Proof

While it's easy to spot a speaker using logos when he or she presents statistics or research results, numerical data is only one form that logos can take. Logos is any statement, sentence, or argument that attempts to persuade using facts, and these facts need not be the result of long research. "The facts" of an argument can also be drawn from the speaker's own life or from the world at large, and presenting these examples to support one's view is also a form of logos. Take this example from Sojourner Truth's "Ain't I a Woman?" speech in support of women's rights:

That man over there says that women need to be helped into carriages, and lifted over ditches, and to have the best place everywhere. Nobody ever helps me into carriages, or over mud-puddles, or gives me any best place! And ain't I a woman? Look at me! Look at my arm! I have ploughed and planted, and gathered into barns, and no man could head me! And ain't I a woman?

Truth points to her own strength, as well as to the fact that she can perform physically tiring tasks just as well as a man, as proof of equality between the sexes: she's still appealing to the audience's reason, but instead of presenting abstract truths about reality or numerical evidence, she's presenting the facts of her own experience as evidence. In this case, the logic of the argument is anecdotal (meaning it's derived from a handful of personal experiences) rather than purely theoretical, but it goes to show that logos doesn't have to be dry and clinical just because it's concerned with proving something logically.

Logos: Proof vs. Apparent Proof

Not all speakers who use logos can be blindly trusted. As Aristotle specifies in his definition of the term, logos can be "proof, or apparent proof." A speaker may present facts, figures, and research data simply to show that he or she has "done their homework," in an effort to attain the degree of credibility that is often automatically attributed to scientific studies and evidence-driven arguments. Or a speaker might present facts in a way that is wholly or partially misrepresentative, using those facts (and, by extension, logos ) to make a claim that feels credible while actually arguing something that is untrue. Yet another factor that can cause a speech or text to have the appearance of providing proof is the use of overlong words and technical language—but just because someone sounds smart doesn't mean their argument stands to reason.

Even if the facts have been manipulated, any argument that relies on or even just claims to rely on "facts" to appeal to a listener's reason is still an example of logos. Put another way: logos is not about using facts correctly or accurately , it's about using facts in any way to influence an audience.

Logos Examples

Examples of logos in literature.

While Aristotle defined the term logos with public speaking in mind, there are many examples of logos in literature. Generally, logos appears in literature when characters argue or attempt to convince one another that something is true. The degree to which characters use logos -driven arguments can also provide important insight into their personalities and motives.

Logos in Shakespeare's Othello

In Othello , Iago plots to bring about the downfall of his captain, Othello. Iago engineers a series of events that makes it look like Othello’s wife, Desdemona, is cheating on him. Suspicion of his wife’s infidelity tortures Othello, who only recently eloped with Desdemona against her father’s wishes. In this passage from Act 3, Scene 3, Iago manipulates Othello by means of logos . Iago "warns" Othello not to succumb to paranoia even as he fans the flames of that paranoia:

Oh, beware, my lord, of jealousy! It is the green-eyed monster which doth mock The meat it feeds on….. Who, certain of his fate, loves not his wronger, But, oh, what damnèd minutes tells he o’er Who dotes, yet doubts— suspects, yet soundly loves… She did deceive her father, marrying you… She loved them most…. I humbly do beseech you of your pardon For too much loving you….

Iago here lectures Othello on the abstract dangers of jealousy, but then goes on to use reason and deduction to suggest that, because Desdemona deceived her beloved father by marrying Othello, she'd probably be willing to deceive Othello, too.

Logos in Don DeLillo's White Noise

In this passage from Part 2 of Don Delillo’s novel White Noise, Jack Gladney and his son Heinrich gaze through binoculars at an Airborne Toxic Event—or cloud of poison gas—that has just hit their town. Jack , in denial, tries to reassure his son that the cloud won’t blow in their direction and that there’s no cause for alarm. Heinrich disagrees:

"What do you think?" he said. "It's still hanging there. Looks rooted to the spot." "So you're saying you don't think it'll come this way." "I can tell by your voice that you know something I don't know." "Do you think it'll come this way or not?" "You want me to say it won't come this way in a million years. Then you'll attack with your little fistful of data. Come on, tell me what they said on the radio while I was out there." "It doesn't cause nausea, vomiting, shortness of breath, like they said before." "What does it cause?" "Heart palpitations and a sense of deja vu." "Deja vu?" "It affects the false part of the human memory or whatever. That's not all. They're not calling it the black billowing cloud anymore." "What are they calling it?" He looked at me carefully. "The airborne toxic event." ... "These things are not important. The important thing is location. It's there, we're here." "A large air mass is moving down from Canada," he said evenly. "I already knew that." "That doesn't mean it's not important." "Maybe it is, maybe it isn't. Depends."

Jack tries to reassure himself and his family that the situation isn’t serious. Heinrich tries to counter his father’s irrational, fear-driven response to the catastrophe with his "fistful of data": information he's learned in school from a science video on toxic waste, as well as reports about the disaster that he heard on the radio. He presents the facts so that his father can’t ignore them, thereby strengthening the logos of his argument that the situation is serious and the cloud will come their way. In this particular example, the lack of logos in Jack's argument reveals a lot about his character—even though Jack is a tenured college professor, strong emotions and fear for his own mortality often drive his behavior and speech.

Logos in Harper Lee's To Kill a Mockingbird

In this example from To Kill a Mockingbird , lawyer Atticus Finch uses logos to argue on behalf of a black defendant, Tom Robinson, who stands accused of raping a white woman.

"The state has not produced one iota of medical evidence to the effect that the crime Tom Robinson is charged with ever took place. It has relied instead upon the testimony of two witnesses whose evidence has not only been called into serious question on cross-examination, but has been flatly contradicted by the defendant. The defendant is not guilty, but somebody in this courtroom is."

The logos in this case lies in Atticus' emphasis on the facts of the case, or rather, the fact that there are no facts in the case against Tom. He temporarily ignores questions of racial justice and emotional trauma so that the jury can look clearly at the body of evidence available to them. In short, he appeals to the jury's reason .

Logos in Robert M. Pirsig's Zen and the Art of Motorcycle Maintenance

In Zen and the Art of Motorcycle Maintenance , the narrator takes a cross-country motorcycle trip with his son Chris, and their two friends John and Sylvia. When Chris tells the group in Chapter 3 that his friend Tom White Bear believes in ghosts, the narrator tries to explain that scientific principles only exist in our heads, and therefore are actually modern man's equivalent of ghosts:

"Modern man has his ghosts and spirits too, you know." "What?" "Oh, the laws of physics and of logic...the number system...the principle of algebraic substitution. These are ghosts. We just believe in them so thoroughly they seem real." "They seem real to me," John says. "I don't get it," says Chris. So I go on. "For example, it seems completely natural to presume that gravitation and the law of gravitation existed before Isaac Newton. It would sound nutty to think that until the seventeenth century there was no gravity." "Of course" "So when did this law start? Has it always existed?...What I'm driving at is the notion that before the beginning of the earth, before the sun and the stars were formed, before the primal generation of anything, the law of gravity existed." "Sure." "Sitting there, having no mass of its own, no energy of its own, not in anyone's mind because there wasn't anyone, not in space because there was no space either, not anywhere—this law of gravity still existed?" Now John seems not so sure. "If the law of gravity existed," I say, "I honestly don't know what a thing has to do to be non existent. It seems to me that law of gravity has passed every test of nonexistence there is...And yet it is still 'common sense' to believe that it existed." "I guess I'd have to think about it." "Well, I predict that if you think about it long enough you will find yourself going round and round and round and round until you finally reach only one possible, rational, intelligent conclusion. The law of gravity and gravity itself did not exist before Isaac Newton. No other conclusion makes sense. And what that means... is that that law of gravity exists nowhere except in people's heads! It's a ghost!"

The narrator uses logos in his discourse on scientific concepts by presenting his audience with an example—gravity—and asking them to consider their own experience of gravity as empirical evidence in support of his argument. He urges his friends to come to a "rational, intelligent conclusion" about the concept of gravity, instead of relying on conventional wisdom and unexamined assumptions.

Logos in Political Speeches

Politicians frequently use logos, often by citing statistics or examples, to persuade their listeners of the success or failure of policies, politicians, and ideologies.

Logos in Barack Obama's 2015 State of the Union Address

In this example, Obama cites historical precedent and economic data from past years to strengthen his argument that recent progress has been substantial and that the nation's economy is in good health:

But tonight, we turn the page. Tonight, after a breakthrough year for America, our economy is growing and creating jobs at the fastest pace since 1999. Our unemployment rate is now lower than it was before the financial crisis. More of our kids are graduating than ever before. More of our people are insured than ever before. And we are as free from the grip of foreign oil as we’ve been in almost 30 years.

Logos in Ronald Reagan's 1987 "Tear Down this Wall" Speech

In this speech, Reagan intends for his comparison between the poverty of East Berlin—controlled by the Communists—and the prosperity of Democratic West Berlin to serve as hard evidence supporting the economic superiority of Western capitalism. The way he uses specific details about the physical landscape of West Berlin as proof of Western capitalist economic superiority is a form of logos:

Where four decades ago there was rubble, today in West Berlin there is the greatest industrial output of any city in Germany--busy office blocks, fine homes and apartments, proud avenues, and the spreading lawns of parkland. Where a city's culture seemed to have been destroyed, today there are two great universities, orchestras and an opera, countless theaters, and museums. Where there was want, today there's abundance--food, clothing, automobiles--the wonderful goods of the Ku'damm. From devastation, from utter ruin, you Berliners have, in freedom, rebuilt a city that once again ranks as one of the greatest on earth...In the 1950s, Khrushchev [leader of the communist Soviet Union] predicted: "We will bury you." But in the West today, we see a free world that has achieved a level of prosperity and well-being unprecedented in all human history. In the Communist world, we see failure, technological backwardness, declining standards of health, even want of the most basic kind—too little food. Even today, the Soviet Union still cannot feed itself. After these four decades, then, there stands before the entire world one great and inescapable conclusion: Freedom leads to prosperity. Freedom replaces the ancient hatreds among the nations with comity and peace. Freedom is the victor.

Why Do Writers Use Logos?

It's important to note that the three modes of persuasion often mutually reinforce one another. They don't have to be used in isolation from one other, and the same sentence may even include examples of all three. While logos is different from both ethos (an appeal to the audience based on the speaker's authority) and pathos (an appeal to the audience's emotions), the use of logos can serve as a strong complement to the use of ethos and/or pathos —and vice versa.

For instance, if a politician lists the number of casualties in a war, or rattles off statistics relating to a national issue, these facts may well appeal to the audience's emotions as well as their intellect, thereby strengthening pathos as well as logos as elements in the speech. Consider this passage from Michelle Obama's 2015 speech at The Partnership for a Healthier America Summit, in which she updates listeners on the success of her Let's Move! project for improving children's nutrition:

I mean, just think about what our work together means for a child born today. Maybe that child will be one of the 1.6 million kids attending healthier daycare centers where fruits and vegetables have replaced cookies and juice. And when that child starts school, maybe she’ll be one of the over 30 million kids eating the healthier school lunches that we fought for. Maybe she’ll be one of the 2 million kids with a Let’s Move! salad bar in her school, or one of the nearly 9 million kids in Let’s Move! Active Schools who are getting 60 minutes of physical activity a day, or one of the 5 million kids soon attending healthier after-school programs.

While Obama includes statistics to persuade her audience that Let's Move! has been a success ( logos) , she's also using those facts and figures to stir up enthusiasm for her cause ( pathos).

Other Helpful Logos Resources

• The Wikipedia Page on Logos: A detailed explanation and history of the term.
• The Dictionary Definition of Logos: A definition encompassing the different meanings of the word logos.
• Logos on Youtube: A video from TED-Ed about the three modes of persuasion.

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15 Logos Examples

Logos is a rhetorical device that uses logic, reasoning, and factual evidence to support an argument or persuade an audience.

Logos refers to one of the three main technical means of persuasion in rhetoric. According to Aristotle, it is the means that has to do with the arguments themselves.

Aristotle claims that there are three technical means of persuasion:

“Now the proofs furnished by the speech are of three kinds. The first depends upon the moral character of the speaker, the second upon putting the hearer into a certain frame of mind, the third upon the speech itself, in so far as it proves or seems to prove” (Aristotle, Rhetoric, ca. 367-322 B.C.E./1926, Book 1, Chapter 2, Section 3).

Each of these corresponds to the three means of persuasion: 

• Ethos (Appeal to credibility) : Persuasion through establishing the character of the speaker.
• Pathos (Appeal to emotion) : Persuasion through putting the hearer into a certain frame of mind.
• Logos (Appeal to logic): Persuasion through proof or seeming proof.

For Aristotle, speech consists of three things: the speaker, the hearer, and the speech. These correspond to ethos, pathos, and logos , respectively. The latter is the subject of this article.

Definition of Logos

At its core, logos refers to the use of logic (or perceived logic) to persuade.

However, logos may be the most confusing of the three means of persuasion because the word has been used by different philosophers to mean different but related things.

• Heraclitus of Ephesus used the word logos to refer to something like the message that the world gives us (Graham, 2021).
• The sophists used the term to refer to discourse in general.
• Pyrrhonist skeptics used the term to refer to dogmatic accounts of debatable matters.
• The Stoics meant by it the generative principle of the universe.

I could list further examples, but for this article, Aristotle’s definition will suffice. 

Logos, in rhetoric, refers to persuasion through logical argumentation or its simulation (Keith & Lundberg, 2017).

As Aristotle writes,

“… persuasion is produced by the speech itself, when we establish the true or apparently true from the means of persuasion applicable to each individual subject.” (Aristotle, Rhetoric, ca. 367-322 B.C.E./1926, Book 1, Chapter 2, Section 6). 

Syllogisms, enthymemes, examples, and other arguments use logos to influence people’s thinking . Due to the structure of this persuasion tool, it is the only one that can directly argue for the speaker’s point of view. What Aristotle stresses over and over again is that deceptive or fallacious arguments can have a persuasive effect if the fallacy is concealed well enough.

Persuasion through logos requires only that the hearers think that something has been proven, whether it actually has been is a different matter. 

Logos Examples

• Scientific Research: Any form of scientific research is fundamentally grounded in logos, as it relies on empirical data, statistical analysis, and logical reasoning to draw conclusions. For example, if you were to present the scientific evidence to a consumer about why your product is the best, it may convince them to switch brand loyalty over to you.
• Legal Arguments: In court, attorneys use logos extensively when presenting evidence, citing precedents, or constructing logical arguments to persuade the judge or jury. Generally, it is expected that the jury be presented the best objective evidence in order for them to make an objective decision. However, at times, they will rely on pathos, and the judge’s job is often to curtail this if needed.
• Newspaper Editorials: Newspaper editorials often use logos to make a persuasive point, presenting facts, statistics, and logical analysis to support the writer’s viewpoint. Without facts and data, the readers my close the newspaper and dismiss the writer as simply engaging in hearsay.
• Referencing in Essays: In essays, we are often required to cite our sources. This is, in part, relying on ethos (appeal to credibility), but at the same time, it’s also allowing the reader to go ahead and check the primary data to ensure it’s correct.
• Financial Reports: Financial analysts use logos when they analyze data, financial statements, and market trends to provide investment advice. They know an investor wants to make the most evidence-based decision as possible with the data, so they need to present this evidence as clearly as possible.
• Medical Diagnosis: Doctors use logos when they diagnose patients by interpreting symptoms, medical histories, and test results to arrive at a logical conclusion. Without evidence, customers may distrust the doctor and refuse to follow the doctor’s advice.
• Speeches and Presentations: Speakers and debaters often use logos in their speeches or presentations to make their points more persuasive, providing evidence, statistics, and logical analysis to back up their arguments, with the intent of convincing the audience and winning the debate over the competitors (although, pathos is highly convincing in speeches as well).
• Instruction Manuals: Logos is used in instruction manuals for constructing furniture where a logical sequence of steps is provided to guide users in assembling a product or operating a piece of software. An instruction manual won’t say “if you feel like it,…” because this won’t get the job done – constructing the item!
• Funding Proposals: In making a funding pitch, proposals are often supported by logos in the form of cost-benefit analyses, case studies, and logical reasoning to convince others that their money will be in good hands.
• Problem-Solving: In a group’s blue skies brainstorming session or a problem-solving meeting, logos is used when the participants identify the problem, analyze the factors contributing to the problem, and propose logical solutions based on evidence and reasoning.
• Technological Innovations: When developing a new product or technology, engineers and designers use logos to analyze the needs of the market, create a logical design to meet those needs, and justify their decisions with reasoning and evidence. In fact, engineers need strong analytical skills and have to rely extensively on logos (rather than pathos or ethos) in their daily job roles.

Logos as Perceived Logic

Aristotle writes that even fallacious arguments are examples of logos, because they seem to prove something. In other words, logos isn’t just being logical , rather it’s attempting to appear logical .

Here are some examples:

• Straw Man Fallacy : This happens when an individual distorts, exaggerates, or misrepresents someone’s argument in order to make it easier to attack. For example, “My opponent believes in healthcare reform, he must want to give free healthcare to everyone.” Here, they are attempting to construct some logic that isn’t really there – they’re actually creating false facts to put forward a point of view!
• Slippery Slope Fallacy : This is an argument that suggests taking a minor action will lead to major and often ludicrous consequences. For example, “If we allow students to redo tests, they’ll want to redo homework, quizzes, and even final exams!” Here, the argument sounds like it could be logical, but draws a long bow and makes claims that something will happen, even though it may not (and probably won’t) actually come to pass.
• False Dichotomy Fallacy : This fallacy occurs when an argument presents only two options or sides when there may be more. For example, “You’re either with us, or against us.” Once the false dichotomy is constructed, logos can be used to convince people one perspective is better than the other, as if only the two exist.
• Hasty Generalization Fallacy : This happens when someone makes a broad conclusion based on a small or unrepresentative sample size. For example, “I met a rude person from City X, therefore everyone from City X must be rude.” Here, they are attempting to use logic – and their argument is ostensibly logical – but in reality, it (like the slippery slope) draws a long bow and is unlikely to actually be true.

Logos Strengths

• Appeal to rationality: For many people, the apparent rationality of a speech is its most important and persuasive part. Especially in academic settings where the orator cannot make themselves stand out through appeals to ethos and pathos, logos is often the most important part of the rhetorical triangle. 
• Trustworthiness : While pathos and ethos are often viewed with suspicion, there is no such negative stigma attached to logos. Appeals to emotion or personal authority may seem dishonest and manipulative, but arguments, unless fallacious, rarely seem so. 
• Counter arguments: Logos is the only mode of persuasion that can directly address objections because the evaluation of opposing views is itself a rational activity. 

Logos Weaknesses

• Subjective matters: In certain settings, logos can be far less persuasive than pathos and ethos. This is particularly evident in settings where there are no objective criteria for deciding if the speaker is right or wrong. 

See Also: The 5 Types of Rhetorical Situations

Aristotle. (1926). Rhetoric. In Aristotle in 23 Volumes, Vol. 22, translated by J. H. Freese. Harvard University Press. (Original work published ca. 367-322 B.C.E.) 

Hansen, H. (2020). Fallacies. In E. N. Zalta (Ed.), The Stanford Encyclopedia of Philosophy (Summer 2020). Metaphysics Research Lab, Stanford University. https://plato.stanford.edu/archives/sum2020/entries/fallacies/

Rapp, C. (2022). Aristotle’s Rhetoric. In E. N. Zalta (Ed.), The Stanford Encyclopedia of Philosophy (Spring 2022). Metaphysics Research Lab, Stanford University. https://plato.stanford.edu/archives/spr2022/entries/aristotle-rhetoric/

Tio Gabunia (B.Arch, M.Arch)

Tio Gabunia is an academic writer and architect based in Tbilisi. He has studied architecture, design, and urban planning at the Georgian Technical University and the University of Lisbon. He has worked in these fields in Georgia, Portugal, and France. Most of Tio’s writings concern philosophy. Other writings include architecture, sociology, urban planning, and economics.

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What Are Logos, Pathos & Ethos?

A straight-forward explainer (with examples)

By: Derek Jansen (MBA) | Reviewer: Eunice Rautenbach (DTech) | June 2023

If you spend any amount of time exploring the wonderful world of philosophy, you’re bound to run into the dynamic trio of rhetorical appeals: logos , ethos and pathos . But, what exactly do they mean and how can you use them in your writing or speaking? In this post, we’ll unpack the rhetorical love triangle in simple terms, using loads of practical examples along the way.

Overview: The Rhetorical Triangle

• What are logos , pathos and ethos ?
• Logos unpacked (+ examples)
• Pathos unpacked (+ examples)
• Ethos unpacked (+ examples)
• The rhetorical triangle

What are logos, ethos and pathos?

Simply put, logos, ethos and pathos are three powerful tools that you can use to persuade an audience of your argument . At the most basic level, logos appeals to logic and reason, while pathos appeals to emotions and ethos emphasises credibility or authority.

Naturally, a combination of all three rhetorical appeals packs the biggest punch, but it’s important to consider a few different factors to determine the best mix for any given context. Let’s look at each rhetorical appeal in a little more detail to understand how best to use them to your advantage.

Logos appeals to the logical, reason-driven side of our minds. Using logos in an argument typically means presenting a strong body of evidence and   facts to support your position. This evidence should then be accompanied by sound logic and well-articulated reasoning .

Let’s look at some examples of logos in action:

• A friend trying to persuade you to eat healthier might present scientific studies that show the benefits of a balanced diet and explain how certain nutrients contribute to overall health and longevity.
• A scientist giving a presentation on climate change might use data from reputable studies, along with well-presented graphs and statistical analyses to demonstrate the rising global temperatures and their impact on the environment.
• An advertisement for a new smartphone might highlight its technological features, such as a faster processor, longer battery life, and a high-resolution camera. This could also be accompanied by technical specifications and comparisons with competitors’ models.

In short, logos is all about using evidence , logic and reason to build a strong argument that will win over an audience on the basis of its objective merit . This contrasts quite sharply against pathos, which we’ll look at next.

Contrasted to logos, pathos appeals to the softer side of us mushy humans. Specifically, it focuses on evoking feelings and emotions in the audience. When utilising pathos in an argument, the aim is to cultivate some feeling of connection in the audience toward either yourself or the point that you’re trying to make.

In practical terms, pathos often uses storytelling , vivid language and personal anecdotes to tap into the audience’s emotions. Unlike logos, the focus here is not on facts and figures, but rather on psychological affect . Simply put, pathos utilises our shared humanness to foster agreement.

Let’s look at some examples of pathos in action:

• An advertisement for a charity might incorporate images of starving children and highlight their desperate living conditions to evoke sympathy, compassion and, ultimately, donations.
• A politician on the campaign trail might appeal to feelings of hope, unity, and patriotism to rally supporters and motivate them to vote for his or her party.
• A fundraising event may include a heartfelt personal story shared by a cancer survivor, with the aim of evoking empathy and encouraging donations to support cancer research.

As you can see, pathos is all about appealing to the human side of us – playing on our emotions to create buy-in and agreement.

Last but not least, we’ve got ethos. Ethos is all about emphasising the credibility and authority of the person making the argument, or leveraging off of someone else’s credibility to support your own argument.

The ethos card can be played by highlighting expertise, achievements, qualifications and accreditations , or even personal and professional associations and connections. Ultimately, the aim here is to foster some level of trust within the audience by demonstrating your competence, as this will make them more likely to take your word as fact.

Let’s look at some examples of ethos in action:

• A fitness equipment brand might hire a well-known athlete to endorse their product.
• A toothpaste brand might make claims highlighting that a large percentage of dentists recommend their product.
• A financial advisor might present their qualifications, certifications and professional memberships when meeting with a prospective client.

As you can see, using ethos in an argument is largely about emphasising the credibility of the person rather than the logical soundness of the argument itself (which would reflect a logos-based approach). This is particularly helpful when there isn’t a large body of evidence to support the argument.

Ethos can also overlap somewhat with pathos in that positive emotions and feelings toward a specific person can oftentimes be extended to someone else’s argument. For example, a brand that has nothing to do with sports could still benefit from the endorsement of a well-loved athlete, just because people feel positive feelings about the athlete – not because of that athlete’s expertise  in the product they’re endorsing.

How to use logos, pathos and ethos

Logos, pathos and ethos combine to form the rhetorical triangle , also known as the Aristotelian triangle. As you’d expect, the three sides (or corners) of the triangle reflect the three appeals, but there’s also another layer of meaning. Specifically, the three sides symbolise the relationship between the speaker , the audience and the message .

Without getting too philosophical, the key takeaway here is that logos, pathos and ethos are all tools that you can use to present a persuasive argument . However, how much you use each tool needs to be informed by careful consideration of who your audience is and what message you’re trying to convey to them.

For example, if you’re writing a research paper for a largely scientific audience, you’ll likely lean more heavily on the logos . Conversely, if you’re presenting a speech in which you argue for greater social justice, you may lean more heavily on the pathos to win over the hearts and minds of your audience.

Simply put, by understanding the relationship between yourself (as the person making the argument), your audience , and your message , you can strategically employ the three rhetorical appeals to persuade, engage, and connect with your audience more effectively in any context. Use these tools wisely and you’ll quickly notice what a difference they can make to your ability to communicate and more importantly, to persuade .

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Chapter 6: Thinking and Analyzing Rhetorically

6.4 Rhetorical Appeals: Logos, Pathos, and Ethos Defined

Melanie Gagich & Emilie Zickel

Rhetoric, as the previous chapters have discussed, is the way that authors use and manipulate language in order to persuade an audience. Once we understand the rhetorical situation out of which a text is created (why it was written, for whom it was written, by whom it was written, how the medium in which it was written creates certain constraints, or perhaps freedoms of expression), we can look at how all of those contextual elements shape the author’s creation of the text.

We can look first at the classical rhetorical appeals, which are the three ways to classify authors’ intellectual, moral, and emotional approaches to getting the audience to have the reaction that the author hopes for.

Rhetorical Appeals

Rhetorical appeals refer to ethos, pathos, and logos. These are classical Greek terms, dating back to Aristotle, who is traditionally seen as the father of rhetoric. To be rhetorically effective (and thus persuasive), an author must engage the audience in a variety of compelling ways, which involves carefully choosing how to craft his or her argument so that the outcome, audience agreement with the argument or point, is achieved. Aristotle defined these modes of engagement and gave them the terms that we still use today: logos, pathos, and ethos.

Logos: Appeal to Logic

Logic. Reason. Rationality. Logos is brainy and intellectual, cool, calm, collected, objective.

When an author relies on logos, it means that he or she is using logic, careful structure, and objective evidence to appeal to the audience. An author can appeal to an audience’s intellect by using information that can be fact checked (using multiple sources) and thorough explanations to support key points. Additionally, providing a solid and non-biased explanation of one’s argument is a great way for an author to invoke logos.

For example, if I were trying to convince my students to complete their homework, I might explain that I understand everyone is busy and they have other classes (non-biased), but the homework will help them get a better grade on their test (explanation). I could add to this explanation by providing statistics showing the number of students who failed and didn’t complete their homework versus the number of students who passed and did complete their homework (factual evidence).

Logical appeals rest on rational modes of thinking , such as

• Comparison –  a comparison between one thing (with regard to your topic) and another, similar thing to help support your claim. It is important that the comparison is fair and valid – the things being compared must share significant traits of similarity.
• Cause/effect thinking –  you argue that X has caused Y, or that X is likely to cause Y to help support your claim. Be careful with the latter – it can be difficult to predict that something “will” happen in the future.
• Deductive reasoning –  starting with a broad, general claim/example and using it to support a more specific point or claim
• Inductive reasoning –  using several specific examples or cases to make a broad generalization
• Exemplification –  use of many examples or a variety of evidence to support a single point
• Elaboration – moving beyond just including a fact, but explaining the significance or relevance of that fact
• Coherent thought – maintaining a well organized line of reasoning; not repeating ideas or jumping around

Pathos: Appeal to Emotions

When an author relies on pathos, it means that he or she is trying to tap into the audience’s emotions to get them to agree with the author’s claim. An author using pathetic appeals wants the audience to feel something: anger, pride, joy, rage, or happiness.  For example, many of us have seen the ASPCA commercials that use photographs of injured puppies, or sad-looking kittens, and slow, depressing music to emotionally persuade their audience to donate money.

Pathos-based rhetorical strategies are any strategies that get the audience to “open up” to the topic, the argument, or to the author. Emotions can make us vulnerable, and an author can use this vulnerability to get the audience to believe that his or her argument is a compelling one.

Pathetic appeals might include

• Expressive descriptions of people, places, or events that help the reader to feel or experience those events
• Vivid imagery  of people, places or events that help the reader to feel like he or she is seeing  those events
• Sharing  personal stories that make the reader feel a connection to, or empathy for, the person being described
• Using emotion-laden   vocabulary  as a way to put the reader into that specific emotional mindset (what is the author trying to make the audience feel? and how is he or she doing that?)
• Using any information that will evoke an emotional response from the audience . This could involve making the audience feel empathy or disgust for the person/group/event being discussed, or perhaps connection to or rejection of the person/group/event being discussed.

When reading a text, try to locate when the author is trying to convince the reader using emotions because, if used to excess, pathetic appeals can indicate a lack of substance or emotional manipulation of the audience. See the links below about fallacious pathos for more information.

Ethos: Appeal to Values/Trust

Ethical appeals have two facets: audience values and authorial credibility/character.

On the one hand, when an author makes an ethical appeal, he or she is attempting to  tap into the  values or ideologies that the audience holds , for example, patriotism, tradition, justice, equality, dignity for all humankind, self preservation, or other specific social, religious or philosophical values (Christian values, socialism, capitalism, feminism, etc.). These values can sometimes feel very close to emotions, but they are felt on a social level rather than only on a personal level. When an author evokes the values that the audience cares about as a way to justify or support his or her argument, we classify that as ethos. The audience will feel that the author is making an argument that is “right” (in the sense of moral “right”-ness, i.e., “My argument rests upon that values that matter to you. Therefore, you should accept my argument”). This first part of the definition of ethos, then, is focused on the audience’s values.

On the other hand, this sense of referencing what is “right” in an ethical appeal connects to the other sense of ethos: the  author. Ethos that is centered on the author revolves around two concepts: the credibility of the author and his or her character.

Credibility of the speaker/author is determined by his or her knowledge and expertise in the subject at hand. For example, if you are learning about Einstein’s Theory of Relativity, would you rather learn from a professor of physics or a cousin who took two science classes in high school thirty years ago? It is fair to say that, in general, the professor of physics would have more credibility to discuss the topic of physics. To establish his or her credibility, a n author may draw attention to who he or she is or what kinds of experience he or she has with the topic being discussed as an ethical appeal (i.e., “Because I have experience with this topic –  and I know my stuff! – you should trust what I am saying about this topic”). Some authors do not have to establish their credibility because the audience already knows who they are and that they are credible.

Character  is another aspect of ethos, and it   is different from credibility because it involves personal history and even personality traits. A person can be credible but lack character or vice versa. For example, in politics, sometimes the most experienced candidates – those who might be the most credible candidates – fail to win elections because voters do not accept their character. Politicians take pains to shape their character as leaders who have the interests of the voters at heart. The candidate who successfully proves to the voters (the audience) that he or she has the type of character that they can trust is more likely to win.

Thus, ethos comes down to trust. How can the author get the audience to trust him or her so that they will accept his or her argument? How can the the author make him or herself appear as a credible speaker who embodies the character traits that the audience values?

In building ethical appeals, we see authors

• Referring either directly or indirectly to the values that matter to the intended audience (so that the audience will trust the speaker)
• Using language, phrasing, imagery, or other writing styles common to people who hold those values, thereby “talking the talk” of people with those values (again, so that the audience is inclined to trust the speaker)
• Referring to their experience and/or authority with the topic (and therefore demonstrating their credibility)
• Referring to their own character, or making an effort to build their character in the text

When reading, you should always think about the author’s credibility regarding the subject as well as his or her character. Here is an example of a rhetorical move that connects with ethos: when reading an article about abortion, the author mentions that she has had an abortion. That is an example of an ethical move because the author is creating credibility via anecdotal evidence and first person narrative. In a rhetorical analysis project, it would be up to you, the analyzer, to point out this move and associate it with a rhetorical strategy.

 When writers misuse Logos, Pathos, or Ethos, arguments can be weakened

Above, we defined and described what logos, pathos, and ethos are and why authors may use those strategies. Sometimes, using a combination of logical, pathetic, and ethical appeals leads to a sound, balanced, and persuasive argument. It is important to understand, though, that using rhetorical appeals does not always lead to a sound, balanced argument.

In fact, any of the appeals could be misused or overused. When that happens, arguments can be weakened.

To see what a misuse of logical appeals might consist of, see the next chapter,   Logical Fallacies.

To see how authors can overuse emotional appeals and turn-off their target audience, visit the following link from WritingCommons.org :   Fallacious Pathos . 

To see how ethos can be misused or used in a manner that may be misleading, visit the following link to WritingCommons.org :  Fallacious Ethos

A Guide to Rhetoric, Genre, and Success in First-Year Writing by Melanie Gagich & Emilie Zickel is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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What is Logos in Literature?

Before you can think about teaching argumentation and persuasion , you must understand the basics of logos, including what it is, why it’s used, and how to spot it in writing or argument. This article teaches you everything you need to know about the logical component of persuasion and argumentation.

Logos Definition

Derived from the Greek word for “word” or “reason,” logos is one of the three primary rhetorical appeals, alongside ethos and pathos. Just like you would assume based on how the word sounds, logos is the elements of an argument that appeal to an audience’s sense of logic and reasoning. Writers use several forms of logical evidence to convince the audience through a rational and well-supported argument, including:

• Test results
• Expert testimony
• Textual evidence
• Historical or literal analogies
• Cause and effect relationships

The term “logos” traces its roots to ancient Greek philosophy, particularly in the works of Aristotle. In his work “Rhetoric,” Aristotle broke down the key elements of persuasive communication, including supporting with logic (logos), appealing to emotions (pathos), and establishing trust and credibility (ethos). According to his work, these three elements work together to create a compelling and convincing argument. While logos can be found in literature, it is often used in academic writing, persuasive speeches, law, political campaigns, marketing, and advertisements.

Logos Pronunciation

Logos is a two-syllable word dating back to ancient Greek philosophy and is pronounced as low-gowz .

What are the Different Types of Logos?

All forms of logos serve the same purpose: to convince an audience using logical evidence and reasoning. However, this can be achieved through logic or perceived logic . Let’s break down the difference:

In rhetoric, logic involves using clear reasoning and concrete evidence to build a compelling argument. It adheres strictly to the principles of deductive and inductive reasoning, using facts, statistics, and logical connections to persuade the audience. Examples of this form of logic include:

• Presenting statistical data to support an argument.
• Defending a thesis with textual evidence and clear explanation.
• Citing well-established facts or scientific evidence.
• Utilizing deductive reasoning to draw a logical conclusion.

Perceived Logic

On the other hand, perceived logic focuses on creating an impression of logic when there isn’t much hard evidence. Instead, this form of logical reasoning relies on using relatable stories, comparisons, and a smooth flow of ideas to give the impression that the argument makes sense. Writers may create a sense of perceived logic using techniques such as:

• Using relatable anecdotes to make a point, even if they are not supported by statistics.
• Employing analogies to convey a sense of similarity or connection.
• Crafting a narrative that feels logically consistent, even if it lacks empirical evidence.
• Appealing to common beliefs to assert that an argument is valid.

Both approaches to logos can be effective in different contexts, catering to the diverse ways in which audiences engage with and understand logical arguments.

What it’s NOT: Logical Fallacies

When using logos, writers never want to unintentionally poking holes in their own argument. (Makes sense, right?) However, it happens all the time. Logical fallacies are errors in reasoning or flawed arguments that can weaken the validity and soundness of an argument. Understanding these fallacies is crucial for critical thinking and effective communication. Here are some common examples:

Ad Hominem: Attacking the character of the person making the argument rather than addressing the substance of the argument itself. Example: bashing someone’s environmental proposals because they are a vegan.

Straw Man: Misrepresenting an opponent’s argument to make it easier to attack instead of addressing the actual position. Example: Claiming that someone proposing a reduction in educational spending wants the population to be dumb.

False Cause , also called Causal Fallacy or Post Hoc: Incorrectly assuming that because one event follows another, the first caused the second. Example: “Since I started eating ice cream, I haven’t been sick. Therefore, ice cream must be keeping me healthy.”

False Dilemma: Presenting only two extreme options when there are actually more nuanced possibilities. Example: “Either you support this policy, or you don’t care about the future of our country.”

Appeal to Authority: Relying on the endorsement of an unqualified or irrelevant celebrity or authority figure rather than substantive evidence. Example: “Tom Brady uses that brand of toothpaste, so it must be the best out there.”

Red Herring: Attempting to shing the focus in a discussion or debate to divert attention away from the original topic or argument. Example: Shifting the focus to personal responsibility during a discussion on systemic issues contributing to healthcare costs.

Other logical fallacies include:

• Hasty Generalization
• Appeal to Ignorance
• Circular Reasoning
• Sunk Cost Fallacy
• Bandwagon Fallacy
• Slippery slope
• Equivocation

Why Do Writers Use Logos?

Writers employ logos as a persuasive strategy to build a rational and well-supported case, making their arguments more convincing and harder to argue against. By presenting concrete evidence and well-developed logic, authors build credibility to their argument. This not only enhances the persuasiveness of the writing but also provides a solid foundation for their claims.

Additionally, logos helps simplify complex ideas. Well-structured logical reasoning helps authors bridge the gap between their argument and the audience’s understanding or experiences, adding a compelling and convincing edge to their argument. Presenting logical connections and evidence makes the material more accessible and engaging for the audience.

How to Spot Logos in Writing

Sometimes logos is very straightforward, while other times, especially in more complex arguments or works of literature, it can be more challenging to pinpoint. However, in either case, the steps below make it easier to identify logos in writing or any form of persuasion:

1. Consider the claim, purpose, and evidence

Logos relies heavily on evidence, whether in the form of statistics, research findings, or real-life examples. Writers employing logos will support their claims with concrete data to strengthen their arguments. As yourself:

• What is the claim or argument the author is trying to make?
• Do they use concrete evidence, such as facts or statistics, to support their claim?
• Does the author reference credible sources or authorities to strengthen their points?

2. Pay attention to suture

The overall structure of the writing says a lot about logos. A well-organized piece will present ideas in a logical sequence, with each point building upon the previous one to form a coherent argument. Ask yourself:

• Is the argument presented in a clear and structured way, establishing a logical flow?
• Do the ideas progress logically, building upon each other to support the overall argument?

3. Look for clarity and precision

A clear argument is a strong argument. Writers using logos will carefully define terms, avoid ambiguity, and ensure that their arguments are presented in a straightforward manner. Ask yourself:

• Do I understand the point the author is trying to make?
• Are there any flaws in the reasoning or logical fallacies poking holes in the argument?
• Are key terms and concepts clearly defined to avoid ambiguity or confusion? 

Tips for Teaching Logos

• Start with the definition: Rather than assuming your students know what logos is, begin by providing a clear and concise definition of logos to ensure a foundational understanding.
• Use real-world examples: Add relevance and context to logos by using real-world examples, such as current events and contemporary issues, demonstrating its application in a real-world context. 
• Hold debates and discussions: Create an active learning experience by encouraging students to participate in class debates and discussions where students can practice and refine their logical reasoning skills. (Get things started with these engaging argumentative prompts .)
• Guide students through close readings: Analyze written texts together, identifying how authors use logos to build their arguments and discussing the effectiveness of different approaches.
• Look at advertisements: Bring logos to life by reviewing and analyzing advertisements for logical appeals. Look at advertisements such as print ads, social media ads, and commercials for a multimedia experience.
• Don’t skip logical fallacies : Discuss common logical fallacies to help students recognize and avoid them in their own writing and critical analysis of texts—and to save you stress and frustration when grading.

Examples of Logos

1. in literature: to kill a mockingbird by harper lee.

In “To Kill a Mockingbird,” logos shines through as Atticus Finch uses logical arguments and evidence to defend Tom Robinson during trial. For example, Atticus questions the lack of medical evidence to support Mayella Ewell’s claims and even proves Tom Robinson could not have caused the injuries to Mayella’s face due to his injured left arm.

Throughout the trial, Atticus emphasizes the absence of concrete proof, proving the case is rooted in hearsay versus factual reasoning. Unfortunately, despite Atticus’ strong logical reasoning, Tom Robinson is not set free, underscoring the racial injustices of the American South in the 1930s.

2. In a Famous Speech: “I Have a Dream” by Martin Luther King Jr.

Martin Luther King Jr.’s “I Have a Dream” speech is a powerful example of logos as he crafts a logical and persuasive argument for civil rights. Dr. King makes several historical references, particularly to crucial American documents, including the Emancipation Proclamation, the Constitution, and the Declaration of Independence, to make his case. This tactic allows him to highlight the gap between the nation’s founding principles and promises and the reality for many citizens.

King focuses on grounding his speech in logic before moving toward more emotional appeal to resonate with his audience, using the lessons of the past to support his vision for the future. Through a mix of logos and pathos, he presents a powerful, logical argument, calling on the need for racial equality and justice.

3. In an Essay: “Civil Disobedience” by Henry David Thoreau

Thoreau’s essay, iconically written while in jail for not paying a poll tax as an act of peaceful protest, is a classic example of logos. To support his personal beliefs, he presents a logical argument supporting individual resistance against unjust laws and immoral government actions. Through the use of clear and specific examples, he advocates for the moral duty to resist policies that violate one’s personal principles.

Despite being rooted in his personal beliefs, Thoreau crafts a structurally sound argument, allowing the reader to follow along as he logically builds his case. His examples include both local references to drive his points home while drawing comparisons to broader-scale issues, such as the Mexican War, to help paint a clearer picture of reason and support for his argument.

Additional Resources for Teaching Logos

Check out my lesson plan on evaluating arguments to guide students through examining, analyzing, and evaluating arguments in nonfiction passages.

Read this post for more tips on teaching argument and persuasion .

Start here if you’re looking for more on how to teach argumentative message writing .

Looking to incorporate videos? Check these resources out:

• Dive into Ethos, Logs, and Pathos with the help of this TEDed video .
• Your students will have fun spotting the logos in these commercials . 

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What is Logos? Definition, Examples of Logos in Literature

Home » The Writer’s Dictionary » What is Logos? Definition, Examples of Logos in Literature

Logos definition: Logos is a rhetorical device that includes any content in an argument that is meant to appeal to logic.

What is Logos?

What does logos mean in literature? Logos is a rhetorical device that includes any content in an argument that is meant to appeal to logic.

Logos is one of the three Aristotelian appeals. A writer utilizes the three appeals in order to convince his audience of his argument. The other two appeals are ethos (ethics) and pathos (emotion).

Appeals to logos are those that involve or influence the logical reasons an audience should believe an argument.

Examples of logos in an argument for tax reform might include:

• The United States has the highest corporate income tax in the world.
• Our own small businesses cannot compete with such a relatively high tax burden.
• Therefore, the government should lower corporate income tax rates.

The first statement is a fact; the second and third statements create a syllogism. Both are appeals to logos.

Modern Examples of Logos

Whether it’s Mom explaining why you need to do your homework before bedtime, a newspaper columnist commenting on the day’s events, or an engineer explaining a need for new equipment, logical appeals are evident in everyday speech and argument.

However, be mindful that simply stating facts is not an appeal to logos. Writers use appeals to logos when they have an argument they are trying to prove . Yet, just about anything could be an argument.

Look at the above examples—each speaker is trying to convince someone of something. This is where logos might come into play.

The Function of Logos

It is very difficult to believe or support an argument if it does not make logical sense. This is why a writer should include appeals to logos in his argument. The purpose of writing is to convince someone of something. Logos is a tool that helps writers do this.

Not all arguments will have the same “amount” of logical appeals. Some arguments might call for more emotional appeals. It is the writer’s responsibility to evaluate his audience to determine the best appeals for his argument.

Examples of Logos in Literature

Let me start with the economy, and a basic fact: The United States of America, right now, has the strongest, most durable economy in the world. We’re in the middle of the longest streak of private sector job creation in history. More than 14 million new jobs, the strongest two years of job growth since the ‘90s, an unemployment rate cut in half. Our auto industry just had its best year ever. That’s just part of a manufacturing surge that’s created nearly 900,000 new jobs in the past six years. And we’ve done all this while cutting our deficits by almost three-quarters.

With these words, Obama is utilizing facts, numbers, and statistics to logically prove to his audience that American’s economy is on the rise. Here, Obama is appealing to logos to convince his audience that, as President, he has positively made change to affect America’s growth and development.

This is an example of logos.

Summary: Logos Definition Literature

Define logos in literature: the definition of logos in literature is a rhetorical device that appeals to logic and reason.

In summary, logos is:

• an appeal to logic
• one of the three Aristotelian appeals
• usually evident as facts, numbers, or statistics
• used to convince an audience of an argument

Understand The Difference Between Ethos, Pathos, And Logos To Make Your Point

• What Is Ethos?
• What Is Pathos?
• What Is Logos?
• Examples Of Each
• What Are Mythos And Kairos?

During an argument, people will often say whatever is necessary to win. If that is the case, they would certainly need to understand the three modes of persuasion, also commonly known as the three rhetorical appeals: ethos , pathos , and logos . In short, these three words refer to three main methods that a person can use to speak or write persuasively. As you’re about to find out, the modes of persuasion are important because a speaker who knows how to effectively use them will have a significant advantage over someone who doesn’t.

The terms ethos , pathos , and logos and the theory of their use can be traced back to ancient Greece to the philosophy of Aristotle . Aristotle used these three concepts in his explanations of rhetoric , or the art of influencing the thought and conduct of an audience. For Aristotle, the three modes of persuasion specifically referred to the three major parts of an argument: the speaker ( ethos ), the argument itself ( logos ), and the audience ( pathos ). In particular, Aristotle focused on the speaker’s character, the logic and reason presented by an argument, and the emotional impact the argument had on an audience.

While they have ancient roots, these modes of persuasion are alive and well today. Put simply, ethos refers to persuasion based on the credibility or authority of the speaker, pathos refers to persuasion based on emotion, and logos refers to persuasion based on logic or reason.

By effectively using the three modes of persuasion with a large supply of rhetorical devices, a speaker or writer can become a master of rhetoric and win nearly any argument or win over any audience. Before they can do that, though, they must know exactly what ethos , pathos , and logos mean. Fortunately, we are going to look closely at each of these three ideas and see if they are really as effective as they are said to be.

⚡️ Quick summary

Ethos , pathos , and logos are the three classical modes of persuasion that a person can use to speak or write persuasively. Specifically:

• ethos (character): known as “the appeal to authority” or “the appeal to credibility.” This is the method in which a person relies on their credibility or character when making an appeal or an argument.
• pathos (emotions): known as “the appeal to emotion.” Pathos refers to the method of trying to persuade an audience by eliciting some kind of emotional reaction.
• logos (logic): known as “the appeal to reason.” This method involves using facts and logical reasoning to support an argument and persuade an audience.

What is ethos ?

The word ethos comes straight from Greek. In Greek, ethos literally translates to “habit,” “custom,” or “character.” Ethos is related to the words ethic and ethical , which are typically used to refer to behavior that is or isn’t acceptable for a particular person.

In rhetoric, the word ethos is used to refer to the character or reputation of the speaker. As a rhetorical appeal, ethos is known as “the appeal to authority” or “the appeal to credibility.” When it comes to ethos , one important consideration is how the speaker carries themself and how they present themselves to the audience: Does it seem like they know what they are talking about? Do they even believe the words they are saying? Are they an expert? Do they have some experience or skills that tell us we should listen to them?

Ethos is important in rhetoric because it often influences the opinion or mood of the audience. If a speaker seems unenthusiastic, unprepared, or inexperienced, the audience is more likely to discount the speaker’s argument regardless of what it even is. On the other hand, a knowledgeable, authoritative, confident speaker is much more likely to win an audience over.

Ethos often depends on more than just the argument itself. For example, a speaker’s word choice, grammar, and diction also contribute to ethos ; an audience may react more favorably toward a professional speaker who has a good grasp of industry jargon and enunciates clearly versus a speaker who lacks the necessary vocabulary and fails to enunciate. Ethos can also be influenced by nonverbal factors as well, such as posture, body language, eye contact, and even the speaker’s choice of clothing. For example, a military officer proudly wearing their uniform bedecked with medals will go a long way to establishing ethos without them saying a single word.

Here as a simple example of ethos :

• “As a former mayor of this city, I believe we can solve this crisis if we band together.”

The speaker uses ethos by alerting the audience of their credentials and experience. By doing so, they rely on their reputation to be more persuasive. This “as a…” method of establishing ethos is common, and you have probably seen it used in many persuasive advertisements and speeches.

What are open-ended questions and how can you use them effectively? Find out here.

What is pathos ?

In Greek, pathos literally translates to “suffering, experience, or sensation.” The word pathos is related to the words pathetic , sympathy , and empathy , which all have to do with emotions or emotional connections. Aristotle used the word pathos to refer to the emotional impact that an argument had on an audience; this usage is still mainly how pathos is used in rhetoric today.

As a rhetorical appeal, pathos is referred to as “the appeal to emotion.” Generally speaking, an author or speaker is using pathos when they are trying to persuade an audience by causing some kind of emotional reaction. When it comes to pathos , any and all emotions are on the table: sadness, fear, hope, joy, anger, lust, pity, etc.

As you probably know from your own life, emotions are a powerful motivating factor. For this reason, relying on pathos is often a smart and effective strategy for persuading an audience. Both positive and negative emotions can heavily influence an audience: for example, an audience will want to support a speaker whose position will make them happy, a speaker who wants to end their sadness, or a speaker who is opposed to something that makes them angry.

Here is a simple example of pathos :

• “Every day, the rainforests shrink and innocent animals are killed. We must do something about this calamitous trend before the planet we call our home is damaged beyond repair.”

Here, the author is trying to win over an audience by making them feel sad, concerned, or afraid. The author’s choice of words like “innocent” and “calamitous” enforce the fact that they are trying to rely on pathos .

What is logos ?

In Greek, the word logos literally translates to “word, reason, or discourse.” The word logos is related to many different words that have to do with reason, discourse, or knowledge, such as logic , logical , and any words that end in the suffixes -logy or -logue .

As a mode of persuasion and rhetorical appeal, logos is often referred to as “the appeal to reason.” If a speaker or author is relying on logos , they are typically reciting facts or providing data and statistics that support their argument. In a manner of speaking, logos does away with all of the bells and whistles of ethos and pathos and cuts to the chase by trying to present a rational argument.

Logos can be effective in arguments because, in theory, it is impossible to argue against truth and facts. An audience is more likely to agree with a speaker who can provide strong, factual evidence that shows their position is correct. On the flip side, an audience is less likely to support an argument that is flawed or entirely wrong. Going further, a speaker that presents a lot of supporting evidence and data to the audience is likely to come across as knowledgeable and someone to be listened to, which earns bonus points in ethos as well.

While Aristotle clearly valued an argument based on reason very highly, we know that logos alone doesn’t always effectively persuade an audience. In your own life, you have likely seen a rational, correct speaker lose an argument to a charismatic, authoritative speaker who may not have the facts right.

Here is a simple example of logos :

• “According to market research, sales of computer chips have increased by 300% in the last five years. Analysis of the industry tells us that the market share of computer chips is dominated by Asian manufacturers. It is clear that the Asian technology sector will continue to experience rapid growth for the foreseeable future.”

In this paragraph, the author is using data, statistics, and logical reasoning to make their argument. They clearly hope to use logos to try to convince an audience to agree with them.

Do you need persuading to take this quiz on identifying ethos, pathos, and logos? We think you’ll be a champion at it.

Examples of ethos , pathos , and logos

Ethos , pathos , and logos can all be employed to deliver compelling and persuasive arguments or to win over an audience. Let’s look at a variety of examples to see how different speakers and authors have turned to these modes of persuasion over the years.

“Come I to speak in Caesar’s funeral. He was my friend, faithful and just to me […] You all did see that on the Lupercal I thrice presented him a kingly crown, Which he did thrice refuse: was this ambition?” —Marc Antony, Julius Caesar by William Shakespeare

In this scene, Marc Antony is trying to win over the Roman people, so Shakespeare has Antony rely on ethos . Antony is establishing himself as both a person of authority in Rome (having the power to offer Caesar a crown) and an expert on Caesar’s true character (Antony was Caesar’s close friend and advisor).

“During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story , and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance.” —Steve Jobs, 2005

Here, Steve Jobs is providing his background–via humblebrag – of being a major figure in several different highly successful tech companies. Jobs is using ethos to provide substance to his words and make it clear to the audience that he knows what he is talking about and they should listen to him.

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“Moreover, though you hate both him and his gifts with all your heart, yet pity the rest of the Achaeans who are being harassed in all their host; they will honour you as a god, and you will earn great glory at their hands. You might even kill Hector; he will come within your reach, for he is infatuated, and declares that not a Danaan whom the ships have brought can hold his own against him.” —Ulysses to Achilles, The Iliad by Homer

In this plea, Ulysses is doing his best to pile on the pathos . In one paragraph, Ulysses is attempting to appeal to several of Achilles’s emotions: his hatred of Hector, his infamous stubborn pride, his sympathy for civilians, and his desire for vengeance.

“I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest—quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality.” —Dr. Martin Luther King Jr., 1963

In this excerpt from his “I Have A Dream” speech, King is using pathos to accomplish two goals at once. First, he is connecting with his audience by making it clear is aware of their plight and suffering. Second, he is citing these examples to cause sadness or outrage in the audience. Both of these effects will make an audience interested in what he has to say and more likely to support his position.

Dr. King’s “I Have A Dream” speech is recognizable and noteworthy for many reasons, including the rhetorical device he employs. Learn about it here.

“Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be. But in the case of an island, or of a country partly surrounded by barriers, into which new and better adapted forms could not freely enter, we should then have places in the economy of nature which would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders. In such case, every slight modification, which in the course of ages chanced to arise, and which in any way favoured the individuals of any of the species, by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement.” —Charles Darwin, On the Origin of the Species , 1859

In this passage, Darwin is using logos by presenting a rational argument in support of natural selection. Darwin connects natural selection to established scientific knowledge to argue that it makes logical sense that animals would adapt to better survive in their environment.

“I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face.” —Al Gore, “The Climate Crisis Is the Battle of Our Time, and We Can Win,” 2019

In this call to action, Al Gore uses logos to attempt to convince his audience of the significance of climate change. In order to do this, Gore both cites an expert in the field and provides a scientifically accurate simile to explain the scale of the effect that greenhouse gases have on Earth’s atmosphere.

What are mythos and kairos ?

Some modern scholars may also use terms mythos and kairos when discussing modes of persuasion or rhetoric in general.

Aristotle used the term mythos to refer to the plot or story structure of Greek tragedies, i.e., how a playwright ordered the events of the story to affect the audience. Today, mythos is most often discussed as a literary or poetic term rather than a rhetorical one. However, mythos may rarely be referred to as the “appeal to culture” or the “appeal to myth” if it is treated as an additional mode of persuasion. According to this viewpoint, a speaker/writer is using mythos if they try to persuade an audience using shared cultural customs or societal values.

A commonly cited example of mythos is King’s “I Have a Dream” speech quoted earlier. King says:

“When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men—yes, black men as well as white men—would be guaranteed the ‘unalienable rights’ of ‘life, liberty and the pursuit of happiness.’ ”

Throughout the speech, King repeatedly uses American symbols and American history ( mythos ) to argue that all Americans should be outraged that Black Americans have been denied freedom and civil rights.

Some modern scholars may also consider kairos as an additional mode of persuasion. Kairos is usually defined as referring to the specific time and place that a speaker chooses to deliver their speech. For written rhetoric, the “place” instead refers to the specific medium or publication in which a piece of writing appears.

Unlike the other modes of persuasion, kairos relates to the context of a speech and how the appropriateness (or not) of a setting affects how effective a speaker is. Once again, King’s “I Have a Dream” speech is a great example of the use of kairos . This speech was delivered at the steps of the Lincoln Memorial during the 100th anniversary of the Emancipation Proclamation at the end of the March on Washington for Jobs and Freedom. Clearly, King intended to use kairos to enhance the importance and timeliness of this landmark speech.

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Marquette University Law School Faculty Blog

Logos, Ethos, and Pathos in Persuasive Writing

• Post author: Lisa A. Mazzie
• Post published: January 27, 2014
• Post category: Legal Writing / Political Processes & Rhetoric / Public
• Post comments: 1 Comment

At their core, objective and persuasive legal writing share many of the same traits, such as maintaining the small scale organizational paradigm we refer to as CREAC (a/k/a IRAC). Because lawyers use that paradigm to advance their arguments, students need to master it, which makes the structure of the argument look similar to objective writing. But students need to make other, subtler changes in their writing (and thinking) to persuade effectively. It’s often challenging to succinctly explain these more subtle differences, but one easy way is to introduce the “why” behind the differences, which in turn helps explain those differences. Good persuasive writing argues a position by using a combination of three ancient rhetorical techniques: logos, ethos, and pathos.

The first technique is logos, which means logic. Persuasive writing that uses logos uses, where appropriate, literal or historical analogies as well as factual and historical data. Such writing contains citations to authorities or experts. As scholars Ruth Anne Robbins, Steve Johansen, and Ken Chestek say in their new book, Your Client’s Story: Persuasive Legal Writing 21 (2013), “Logos makes your audience think you are right.”

Logos is the easiest technique to understand when referring to legal writing.  It makes sense that a persuasive legal document use logic to persuade readers, and logos is undoubtedly the starting point for a persuasive argument.  But it’s just the start.

The second technique is ethos, which deals with the credibility of the writer. When we read something from someone we trust, we are more likely to believe what she is saying. As Professors Robbins, Johansen, and Chestek tell us, “[E]thos makes your audience trust you are right.” Id. Building ethos in legal writing means the writer must focus on providing substantively sound analyses and arguments, while appropriately acknowledging contrary law and counterarguments, but also focus on creating a professional and polished document that is error-free.

The final technique is pathos, which deals with emotions—specifically, with empathy.  When a speaker or writer uses pathos, he is appealing to his audience’s sense of empathy for his position or his client. He may use vivid, concrete language and examples.  He might use figurative language, such as alliteration, similes, or metaphors. “[P]athos makes your audience feel you are right.” Id.

There are two kinds of pathos: emotional substance and medium mood control. The speaker or writer uses emotional substance when she is trying to elicit an emotional response from her audience. One example that I use to illustrate this idea is the ten-second public service announcement popular in the late 1980s. The spot opens with butter sizzling in a hot pan. There’s an ominous bit of music and a serious voice tells you, “This is drugs.” We then see an egg cracked into the pan, which is so hot that the white of the egg cooks immediately. The voice returns. “This is your brain on drugs. [pause] Any questions?” Here, it seems clear that the viewer is to feel fear and to act on that fear: Look what happens to your brain when you use drugs! Don’t use drugs!

In legal writing, we use the emotional substance pathos when we attempt to create empathy for our client and when we appeal to grander themes of fairness or justice.

Another kind of pathos is medium mood control.  “Medium” here applies to the mode of communication and how that mode of communication affects the audience’s mood.  Humor is an often used technique.  When the reader feels happy, he is more likely to be receptive to (and, thus, persuaded by) the reader’s message.

Humor is quite difficult to use in legal writing.  Instead, a legal writer effectively uses medium mood control by using an appropriate tone, carefully choosing words, and avoiding techniques that might irritate a reader (like poor citation or sloppy organization, among others).  Most of the things a writer does to build her ethos apply here as well: a well-crafted, accurate brief is a joy to read, which makes a reader happy to read it.

The trick with pathos is to use emotion appropriately.  Heavy-handed pathos can make your reader feel manipulated, and no one likes to feel manipulated.

Using all three techniques in concert helps create a strong persuasive piece.  The example I like to use is Martin Luther King, Jr.’s Letter from Birmingham Jail .  In that piece, Dr. King so brilliantly uses all three rhetorical techniques to create a compelling and persuasive document that explains why white clergy’s call for gradualism in the early days of the civil rights movement was misguided. If you haven’t yet read the Letter, I encourage you to do so and to locate for yourself how and where Dr. King uses logos, ethos, and pathos.

How a reader responds to a writer’s persuasive techniques depends on two things: what the reader’s stock structures are and how the reader is being asked to respond.

First, when people are asked to confront new situations or new information, they rely on their stock structures to make sense of that situation or information.  See Robbins et al., Your Client’s Story 29-36. Stock structures (which are known by different names in different fields) are our stereotyped models of experiences. Stock structures provide useful cognitive short cuts because we can quickly assess a new situation and know how we should respond based on our experiences with that situation. But—and it’s a very important “but”—while there may be some commonality between them, stock structures differ for different people because our experiences differ.

Second, readers can be asked to respond in one of three ways: response shaping, response reinforcing, and response changing.  See id. Where a reader has little knowledge or experience and is being persuaded to adopt a new position, the writer has a chance to shape the reader’s response, to help build some stock structures, if you will. This situation does not occur frequently in law, mostly with issues of first impression. A reader who is being asked to simply reinforce what he already knows or has experienced may be easily persuaded. For example, when a trial judge is asked to simply apply precedent, she is being asked to simply reinforce what she knows she needs to do. More difficult is the reader who is being asked to respond by changing his existing beliefs in order to form new ones. Such a reader will need more persuasion.

As our students begin their foray into persuasive writing, share with them some of your favorite persuasive pieces (legal or otherwise).

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Welcome our student blogger for september, jenkins competitors advance to finals, the wisconsin supreme court’s caperton moment, this post has one comment.

Great post.

I just came across a footnote in Law and Language: Effective Symbols of Community , by Harold Berman (edited by John Witte, Jr.), which explains the relationship between syllogistic logic and legal argument:

“‘However useful syllogistic logic may be in testing the validity of conclusions drawn from given premises, it is inadequate in practical science such as law, where the premises are not given but must be created. Legal rules, viewed as major premises, are always subject to qualification in light of the particular circumstances; it is a rule of English and American law, for example, that a person who intentionally strikes another is civilly liable for battery, but such a rule is subject, in legal practice to infinite modification in light of the possible defense (for example, self-defense, defense of property, parental privilege, immunity from suit, lack of jurisdiction, insufficiency of evidence, etc.). In addition, life continually presents new situations to which no existing rule is applicable; we simply do not know the legal limits of freedom of speech, for example, since the social context in which words are spoken is continually changing. Thus, legal rules are continually being made and remade.'”

73 n.23 (quoted in part, internal citations omitted). Syllogism is the starting point for discussing legal logic. I find it helpful to explain the structure of legal argument in the context of major premise/minor premise/conclusion. But Berman highlights the very point that allows two sides of an argument to be presented: that the major premises “are subject to qualification.” The same point could be made of the minor premises–the facts.

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Ethos, Pathos & Logos — Definition and Examples of Persuasive Advertising Techniques

• What is Pathos
• What is Logos
• What is Telos
• What is Kairos
• What is Ethos
• Ethos, Pathos & Logos
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E thos, pathos and logos are techniques of persuasion that form the rhetorical triangle. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies. We’ll show you how to employ each of the techniques and present some awesome examples along the way.

Ethos, Pathos and Logos: How to Create Persuasive Ads

Ethos, Pathos, Logos, Definition

The rhetorical triangle.

Rhetoric is a type of communication a writer or speaker uses to persuade, inform or motivate. We can see rhetoric everywhere — politics, law, advertising, creative writing, and even our everyday conversations.

Rhetorical devices include irony , metaphor , hyperbole and many other techniques writers and speakers employ to great effect.

A subset of these devices are known as rhetorical appeals , often attributed to Aristotle, and include: ethos , pathos and logos .

This is also known as the Rhetorical Triangle and we still depend on it today.

Ethos, pathos and logos are the three categories of persuasive advertising techniques

Each category invokes a different appeal between speaker and audience.

Ethos calls upon the ethics, or what we'd call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts.

Good persuasive advertising technique is when you balance all three.

But using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently.

Learn More Logos Ethos and Pathos

Comparing other techniques.

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

Everything About Rhetorical Appeals

Basics & terminology, appeal to credibility , appeal to emotion, appeal to logic, appeal to purpose, appeal to timeliness.

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

ETHOS DEFINITION

What is ethos.

Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand.

Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It’s easier to make a decision when someone you respect signs off on it, right? This is broadly the function of ethos in commercials.

When an esteemed public figure endorses a product, it validates it to the end consumer. An ethos advertisement plays off the consumer’s respect for a given spokesperson.

Through that respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. Of the types of persuasive techniques in advertising, ethos is best used to unlock trust.

USE OF ETHOS IN ADVERTISING

How is ethos used in advertising.

So what does ethos mean?

It’s all about credibility. Famous people enjoy a high status in our society. So they’re the ones selling products to us — whether or not they have product-specific expertise.

Example of ethos in advertising: Jennifer Aniston in a campaign for Glaceau Smart Water

For example, an Infiniti commercial featured Steph Curry. Even though he’s not known for his taste in vehicles, his stature validates the product.

This is ethos in commercials at work.

Example of ethos in commercials: Steph Curry in a recent spot for Infiniti

Ethos rhetoric is also invoked to tie a brand to fundamental rights.

Brands build trust with their audience when they stand with an important cause. Anheuser-Busch illustrated this in their “Born the Hard Way” ad.

Ethos examples: This ethos advertisement by Anheuser-Busch underscores the value of multiculturalism

This spot focuses on the origin story of Anheuser-Busch’s founders.

It shows Busch’s turbulent immigration from Germany to St. Louis, and speaks to the importance of immigration and multiculturalism.

This is how ethos rhetoric is used in advertising.

Of the many types of persuasive advertising techniques in advertising, ethos is best for playing up the strength of a brand or spokesperson’s character.

ETHOS EXAMPLE IN COMMERCIALS

Ethos advert case study.

If you want a really strong example of ethos that also has a pretty funny meta quality to it, check out the shot list for this Heineken spot. See how many times they use foreground elements and OTS shots in this spot:

Ethos Examples • Shot Listed in StudioBinder

This Heineken commercial shows famous actor Benicio Del Toro at the bar enjoying a Heineken. Benicio chats about how both he, and Heineken, are world famous and instantly recognizable.

Then, a pair of goofy tourists spot him in the bar, and they call out for him to pose for a photo, but... they actually think he's Antonio Banderas.

Ethos Example in Heineken Commercial

This commercial not only uses ethos as a way to tie the celebrity of Benicio to the celebrity of Heineken, but it uses humor and the bold faced usage of ethos to make fun of the brand, people, and fame. 

THE "PLAIN FOLKS" PERSUASIVE ADVERTISING TECHNIQUE

How is "plain folks" used in ads.

Ethos rhetoric often employs imagery of everyday, ordinary people.

Known as the  Plain Folks persuasive advertising technique,  in this approach a spokesperson or brand appears as an Average Joe to feel common and sensible. In doing so, they appear concerned and cut from the same cloth as you.

This approach is very common in political ads. Consider the “Family Strong” ad from Hillary Clinton’s 2016 presidential campaign.

Ethos Examples: Hillary Clinton underscores the “Plain Folks” definition in her campaign videos.

Despite her status and wealth, Clinton draws on imagery of her family and upbringing to make her feel more relatable. In this way, “Plain” folks is propaganda and also a logical fallacy.

But it’s also an effective and persuasive advertising technique.

Of the types of persuasive techniques in advertising, Plain Folks aligns your brand with the values of the everyday consumer.

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Pathos DEFINITION

What is pathos.

Pathos is persuasive technique that try to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery. A good zinger. 

Emotions create responses and, in our increasingly consumer-driven culture, the response is to buy something. Pathos appeals to an audience’s basic emotions like joy, fear, and envy. All are easily triggered in many ways.

So what is pathos?

Well, it's a model enjoying a refreshing Coke. Or a frustrated infomercial character desperate for a better remedy. And "tired" of the "same old blah-blah-blah."

The many different pathos advertisement examples not only evoke your feelings but anticipate your responses too. If you want to explore pathos in advertising, language is the best place to start.

Because the words we hear and read trigger specific feelings. Positive words conjure feelings of love, excitement and wonder.

What is pathos? Cutting to the emotional core, really

Look at how General Mills and Cheerios achieved this in their “Good Goes Round” campaign.

Example of pathos: This Cheerios pathos advertisement injects good vibes with positive words

We see sunshine, smiles and bright colors while we hear the words “good goes around.” It invites positivity and encourages us to associate Cheerios accordingly.

On the other hand, pathos advertisements can also employ unpleasant emotions like fear and worry just as effectively.

Pathos examples: this somber pathos advertisement says don’t let heart disease happen to you

This ad by the British Heart Foundation underscores the dangers of heart disease. As the spot unfolds, you start to realize that the narrator suddenly died at her sister’s wedding.

Her tragic story encourages you to not let it happen to you.

Pathos examples: BMW warns against drinking and driving in this pathos advertisement example

Pathos example in commercials, pathos advert case study.

If you want a really strong example of pathos is an advertisement, check out this shot list from a particularly emotional Zillow spot. Notice how the shots on the son are often singles and medium close-ups :

Pathos Examples  • Shot Listed in StudioBinder

This Zillow commercial shows a father and son who have just suffered the terrible loss of their wife/mother. The father tries to cheer his son up by finding a new home, one preferably near the boy's grandparents. 

The son seems disinterested, but then the father finds his son and the family dog looking up at the stars, one of which is particularly bright. The son decides that the star is his mother, looking down on him.

That gives the father an idea:

Pathos example in Zillow Commercial

The father searches on Zillow, finds a home, and buys it. We then learn that the home is not only close to the grandparents, but it also has a skylight in the son's room, allowing him to see his Mother's star at night.

This commercial uses the emotions of the father, the son, the grandparents, and of course the viewer to suggest that Zillow is the type of website that can balm grief through its functionality.

USE OF PATHOS IN ADVERTISING

The appeal of pathos in advertising.

Sex appeal is of course also hugely successful among the pathos advertising techniques. Open any  Cosmopolitan  magazine and you’ll find scantily clad models, muscular men and sexual innuendo.

Although the common expression “sex sells” has been debated, sexually provocative ads do leave a lasting impression. Mr. Clean , for example, spiced up their eponymous mascot for comedic effect.

Pathos Examples: This Mr. Clean pathos advertisement gave their mascot a sexy upgrade

Their brawny Mr. Clean upgrade wears tight clothes and turns mopping the floor into something more... sensual?

Humor, patriotism and snob appeal are also all common in pathos advertisement examples. The pathos definition even extends to nostalgia and the strategic use of music in ads.

Pathos Examples: The pathos definition extends to evoking emotions with music ... even *NSYNC

The bandwagon advertising technique, what is the "bandwagon advertising".

“Bandwagon advertising” is commonly categorized under pathos advertisement examples. While it may sound unfamiliar, you're probably pretty familiar with it. It creates that impression that using certain product will put you on the “winning team.” It adheres to the pathos definition because it plays off your fear... of being left out.

Old Spice used this in their “The Man Your Man Could Smell Like” spot.

Bandwagon advertising: to be The Man Your Man Could Smell Like, you buy Old Spice

In its comical way, it puts pressure on men to smell as good as the Old Spice Guy. Like the “Plain Folks” technique, Bandwagon advertising is a very popular form of propaganda.

Of the persuasive advertising techniques, “Bandwagon” puts your brand on the right side of popular opinion. Remember the "Be like Mike" Ads?

Pathos example: Talk about putting the consumer on the "winning team"

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LOGOS DEFINITION

What is logos.

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.

Logos Examples: This Samsung ad puts the Logos persuasive advertising technique to work

Ever told someone to “listen to reason” during an argument? This is what logos does. The best logos advertisement examples are when a speaker appeals to logic. Statistics, surveys, facts, and historical data can make a product seem like a more reasonable decision. Whether the data is sound or not is another story.

LOGOS EXAMPLE IN COMMERCIALS

Logos advert case study.

If you want a really strong example of logos is an advertisement, check out this shot list from a recent Nissan Commercial. You'll notice how the camera angles and shot size change when the "ProPilot" system clicks on:

Logos Advertisment Examples  • Shot Listed in StudioBinder

This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.

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... but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system. 

So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

Now... is it logical that this Star Wars homage suggests the daughter reach out to use the force by using a guided machine? Of course not! That's the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Of course not!

Is there anything in this spot that is logical? The basic fact that young drivers get distracted, and the Nissan "ProPilot" system might just save their lives one day, well that is how you use logic to sell cars.

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LOGOS TECHNIQUES

How is logos being used in advertising.

Technology advertisements use logos because their goal is to showcase cool new features. Consider the example of logos in Apple’s ad for the iPhone:

A logos advertisement example: In Apple’s iPhone spot, the features pop out at you

In logos rhetoric, you have to the sell best reasons to buy your product..

How does Apple do that?

They have their new innovative features pop out at you. From durable glass to Face ID software. It effectively asks you why you would choose any phone but iPhone. Logos often use buzzwords to sell the product. 

What's a great example of this?

Food companies capitalizing on the rising demand for healthy choices.

Logos Examples: I Can’t Believe It’s Not Butter underscore the health benefits

This I Can’t Believe It’s Not Butter ad hinges on the health benefits to prove their point. Of the types of persuasive techniques in advertising, logos will build your brand as the most logical, functional and helpful option.

Explore more rhetorical devices

Ethos , pathos , and logos are highly effective rhetorical appeals but there is much more to explore, including kairos and telos . Or dive into more rhetorical devices that help construct and support these appeals, including metaphor , hyperbole , and metonymy . When you've mastered these techniques, your ability to convince and persuade in your writing will be unmatched.

Up Next: Rhetorical Devices Index →

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Examples of Ethos, Pathos, and Logos in Persuasive Speeches

Ever fumbled for words while convincing someone to sign up for your club or buy something you're promoting on stage?

It happens. For this reason, Aristotle came up with three essential tools you can use in your everyday speech to persuade people for almost anything: ethos, pathos, and logos.

Here are some vivid examples of ethos, pathos, and logos to help you understand what they are and how to use them in your arguments.

The Three Tools That Guide Your Speech

Ethos, pathos, and logos are Greek words that make up the rhetorical triangle. Aristotle was the first to come up with them and wrote these concepts in his book, Rhetoric .

You can use them in any argument if you want to drive your point across or sell something: an idea, a product, or a brand.

Whether it is a sales pitch, a compelling argument, or a speech, these three modes of persuasion can sway your audience's perspective. Their presence since ancient times depicts their strength and significance.

Ethos is Greek for “character,” "credibility," or "authority." It refers to a person's character when they are presenting an argument.

The stronger the character or, the more influential the speaker is, the more they can change someone’s point of view regarding a particular subject.

You wouldn’t be enraptured, hanging on to her every word when J.K Rowling was giving a TED talk if she wasn’t a famous author, right?

Therefore, many brands and companies try to get celebrities to advertise for them. When people become fans, they religiously love what the celebrity loves and hates what the celebrity doesn't like.

This is the power of ethos. Here is how to establish ethos in a speech .

There are tons of examples of ethos in advertisements, movies, speeches, and daily life. Highlighted below are some of them.

Albus Dumbledor used ethos in the movie The Goblet of Fire when he went against the Ministry of Magic to tell his students how Cedric Diggory died. He knew they would believe him because he was Headmaster. He said:

"I think, therefore, you have the right to know exactly how he died. You see, Cedric Diggory was murdered by Lord Voldemort. The Ministry of Magic does not wish me to tell you this. But I think to do so would be an insult to his memory."

In a commercial, you’d see 4 out of 5 dentists recommending a particular toothpaste. That's how brands convince viewers to buy their products by backing them up with credible people.

As a physics student, you tune in to a TED talk by Brian Greene and believe everything he says because he’s a theoretical physicist and a string theorist.

Pathos is Greek for “emotion,” “suffering,” or “experience.” This rhetorical strategy appeals to people's feelings when used in an argument.

It invokes people’s senses, nostalgia, memory, and experiences. It is used in ads and videos to persuade people to follow a call to action.

When pathos is embedded in a message, it moves people, driving them to take action. Pathos can trigger any intended emotion in people, such as sympathy, pity, and empathy.

Why do you think romance sells so much, be it novels, movies, or stories? It pulls at the reader’s heartstrings, connects them to the characters, and makes them want something similar.

Below are some examples of pathos in everyday life, movies, and ads.

An excellent way to convince people to donate to a puppy shelter is to show them how brutally they'll die if they don't donate.

The Evian commercial in which adults look like toddlers when they look at their reflections depicts the "bandwagon effect." Light-heartedly, it uses feel-good emotion to convince people to buy their water.

In their ad, IKEA convinces people to opt for home delivery for £3.95 by showing a person stuck in traffic after buying from the brand. This appeals to people because we like comfort, right?

Unlike ethos and pathos, logos rely on logic. It is a Greek word that means “logic” or “reason.” It uses logical reasons to convince people about something.

When you use logos in your everyday speech or arguments, you try to mention facts or data to support your idea.

While ethos uses the speaker's credibility to persuade people about something, pathos uses emotion to trigger people. Logos simply relies on logic and cuts to the chase.

You can easily persuade an audience using reason and logic in your argument; however, emotions do get the best of us as humans. For this reason, there are three modes of persuasion.

The following are a few examples of Logos.

Al Gore, a renowned environmentalist, used logos in his speech “The Climate Crisis Is the Battle of Our Time, and We Can Win,” in 2019. He tells people what exactly is happening that is causing climate change and cites scientific research and experts in his speech as well:

"I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane, and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face."

In the Versatile Stain Remover ad by OxiClean, you see Billy Mays use the stain remover to clean different products to showcase the product's ability as a stain remover.

An iPhone commercial shows the smartphone's different features that make it stand out from the rest.

Some More Examples of Ethos, Pathos, and Logos

Almost everyone uses these three modes of persuasion in one form or the other in their arguments. Let’s see how famous people have used them through time.

"During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife.

Pixar went on to create the world's first computer-animated feature film, Toy Story and is now the most successful animation studio in the world.

In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance."

—Steve Jobs, 2005

Steve Jobs, the co-founder of Apple, relies heavily on ethos here. He uses his authority as a founder of successful tech companies to show people why they should listen to him.

"I am not unmindful that some of you have come here out of great trials and tribulations.

Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality."

—Dr. Martin Luther King Jr., 1963

Martin Luther King Jr. was famous for fighting for civil rights. In the above excerpt from his speech “I Have a Dream,” he uses pathos to empathize with his audience.

He informs them that he understands they have suffered a lot and have come out of a painful time. This evokes emotion in the audience, and they can connect with King easily.

"Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be.

But in the case of an island, or of a country partly surrounded by barriers, into which new and better-adapted forms could not freely enter, we should then have places in the economy of nature that would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders.

In such a case, every slight modification, which in the course of ages chanced to arise, and which in any way favored the individuals of any of the species by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement."

—Charles Darwin, On the Origin of the Species, 1859

Charles Darwin appeals to logic or logos in his book Origin of the Species by talking about the rationale of natural selection.

He talks about how species have evolved with time to better adapt to their environment, a.k.a survival of the fittest. You can see how he uses a logical argument to talk about natural selection.

Conclusion: Ethos, Pathos, Logos

Ethos, pathos, and logos have survived the test of time and are used almost everywhere today. You can find them embedded in commercials, movies, speeches, TED talks, and day-to-day arguments.

These three tools of persuasion appeal to different aspects of humanity: authority, emotion, and logic. When used together, they form a solid argument that can convince anyone of its gist.

Ethos uses the speaker’s authority or credibility to persuade the audience. Pathos uses emotion to trigger people to take action. On the other hand, logos rely on facts and logic to drive a point across.

All three are very important to use in any argument.

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Sat / act prep online guides and tips, 3 strong argumentative essay examples, analyzed.

General Education

Need to defend your opinion on an issue? Argumentative essays are one of the most popular types of essays you’ll write in school. They combine persuasive arguments with fact-based research, and, when done well, can be powerful tools for making someone agree with your point of view. If you’re struggling to write an argumentative essay or just want to learn more about them, seeing examples can be a big help.

After giving an overview of this type of essay, we provide three argumentative essay examples. After each essay, we explain in-depth how the essay was structured, what worked, and where the essay could be improved. We end with tips for making your own argumentative essay as strong as possible.

What Is an Argumentative Essay?

An argumentative essay is an essay that uses evidence and facts to support the claim it’s making. Its purpose is to persuade the reader to agree with the argument being made.

A good argumentative essay will use facts and evidence to support the argument, rather than just the author’s thoughts and opinions. For example, say you wanted to write an argumentative essay stating that Charleston, SC is a great destination for families. You couldn’t just say that it’s a great place because you took your family there and enjoyed it. For it to be an argumentative essay, you need to have facts and data to support your argument, such as the number of child-friendly attractions in Charleston, special deals you can get with kids, and surveys of people who visited Charleston as a family and enjoyed it. The first argument is based entirely on feelings, whereas the second is based on evidence that can be proven.

The standard five paragraph format is common, but not required, for argumentative essays. These essays typically follow one of two formats: the Toulmin model or the Rogerian model.

• The Toulmin model is the most common. It begins with an introduction, follows with a thesis/claim, and gives data and evidence to support that claim. This style of essay also includes rebuttals of counterarguments.
• The Rogerian model analyzes two sides of an argument and reaches a conclusion after weighing the strengths and weaknesses of each.

3 Good Argumentative Essay Examples + Analysis

Below are three examples of argumentative essays, written by yours truly in my school days, as well as analysis of what each did well and where it could be improved.

Argumentative Essay Example 1

Proponents of this idea state that it will save local cities and towns money because libraries are expensive to maintain. They also believe it will encourage more people to read because they won’t have to travel to a library to get a book; they can simply click on what they want to read and read it from wherever they are. They could also access more materials because libraries won’t have to buy physical copies of books; they can simply rent out as many digital copies as they need.

However, it would be a serious mistake to replace libraries with tablets. First, digital books and resources are associated with less learning and more problems than print resources. A study done on tablet vs book reading found that people read 20-30% slower on tablets, retain 20% less information, and understand 10% less of what they read compared to people who read the same information in print. Additionally, staring too long at a screen has been shown to cause numerous health problems, including blurred vision, dizziness, dry eyes, headaches, and eye strain, at much higher instances than reading print does. People who use tablets and mobile devices excessively also have a higher incidence of more serious health issues such as fibromyalgia, shoulder and back pain, carpal tunnel syndrome, and muscle strain. I know that whenever I read from my e-reader for too long, my eyes begin to feel tired and my neck hurts. We should not add to these problems by giving people, especially young people, more reasons to look at screens.

Second, it is incredibly narrow-minded to assume that the only service libraries offer is book lending. Libraries have a multitude of benefits, and many are only available if the library has a physical location. Some of these benefits include acting as a quiet study space, giving people a way to converse with their neighbors, holding classes on a variety of topics, providing jobs, answering patron questions, and keeping the community connected. One neighborhood found that, after a local library instituted community events such as play times for toddlers and parents, job fairs for teenagers, and meeting spaces for senior citizens, over a third of residents reported feeling more connected to their community. Similarly, a Pew survey conducted in 2015 found that nearly two-thirds of American adults feel that closing their local library would have a major impact on their community. People see libraries as a way to connect with others and get their questions answered, benefits tablets can’t offer nearly as well or as easily.

While replacing libraries with tablets may seem like a simple solution, it would encourage people to spend even more time looking at digital screens, despite the myriad issues surrounding them. It would also end access to many of the benefits of libraries that people have come to rely on. In many areas, libraries are such an important part of the community network that they could never be replaced by a simple object.

The author begins by giving an overview of the counter-argument, then the thesis appears as the first sentence in the third paragraph. The essay then spends the rest of the paper dismantling the counter argument and showing why readers should believe the other side.

What this essay does well:

• Although it’s a bit unusual to have the thesis appear fairly far into the essay, it works because, once the thesis is stated, the rest of the essay focuses on supporting it since the counter-argument has already been discussed earlier in the paper.
• This essay includes numerous facts and cites studies to support its case. By having specific data to rely on, the author’s argument is stronger and readers will be more inclined to agree with it.
• For every argument the other side makes, the author makes sure to refute it and follow up with why her opinion is the stronger one. In order to make a strong argument, it’s important to dismantle the other side, which this essay does this by making the author's view appear stronger.
• This is a shorter paper, and if it needed to be expanded to meet length requirements, it could include more examples and go more into depth with them, such as by explaining specific cases where people benefited from local libraries.
• Additionally, while the paper uses lots of data, the author also mentions their own experience with using tablets. This should be removed since argumentative essays focus on facts and data to support an argument, not the author’s own opinion or experiences. Replacing that with more data on health issues associated with screen time would strengthen the essay.
• Some of the points made aren't completely accurate , particularly the one about digital books being cheaper. It actually often costs a library more money to rent out numerous digital copies of a book compared to buying a single physical copy. Make sure in your own essay you thoroughly research each of the points and rebuttals you make, otherwise you'll look like you don't know the issue that well.

Argumentative Essay Example 2

There are multiple drugs available to treat malaria, and many of them work well and save lives, but malaria eradication programs that focus too much on them and not enough on prevention haven’t seen long-term success in Sub-Saharan Africa. A major program to combat malaria was WHO’s Global Malaria Eradication Programme. Started in 1955, it had a goal of eliminating malaria in Africa within the next ten years. Based upon previously successful programs in Brazil and the United States, the program focused mainly on vector control. This included widely distributing chloroquine and spraying large amounts of DDT. More than one billion dollars was spent trying to abolish malaria. However, the program suffered from many problems and in 1969, WHO was forced to admit that the program had not succeeded in eradicating malaria. The number of people in Sub-Saharan Africa who contracted malaria as well as the number of malaria deaths had actually increased over 10% during the time the program was active.

One of the major reasons for the failure of the project was that it set uniform strategies and policies. By failing to consider variations between governments, geography, and infrastructure, the program was not nearly as successful as it could have been. Sub-Saharan Africa has neither the money nor the infrastructure to support such an elaborate program, and it couldn’t be run the way it was meant to. Most African countries don't have the resources to send all their people to doctors and get shots, nor can they afford to clear wetlands or other malaria prone areas. The continent’s spending per person for eradicating malaria was just a quarter of what Brazil spent. Sub-Saharan Africa simply can’t rely on a plan that requires more money, infrastructure, and expertise than they have to spare.

Additionally, the widespread use of chloroquine has created drug resistant parasites which are now plaguing Sub-Saharan Africa. Because chloroquine was used widely but inconsistently, mosquitoes developed resistance, and chloroquine is now nearly completely ineffective in Sub-Saharan Africa, with over 95% of mosquitoes resistant to it. As a result, newer, more expensive drugs need to be used to prevent and treat malaria, which further drives up the cost of malaria treatment for a region that can ill afford it.

Instead of developing plans to treat malaria after the infection has incurred, programs should focus on preventing infection from occurring in the first place. Not only is this plan cheaper and more effective, reducing the number of people who contract malaria also reduces loss of work/school days which can further bring down the productivity of the region.

One of the cheapest and most effective ways of preventing malaria is to implement insecticide-treated bed nets (ITNs).  These nets provide a protective barrier around the person or people using them. While untreated bed nets are still helpful, those treated with insecticides are much more useful because they stop mosquitoes from biting people through the nets, and they help reduce mosquito populations in a community, thus helping people who don’t even own bed nets.  Bed nets are also very effective because most mosquito bites occur while the person is sleeping, so bed nets would be able to drastically reduce the number of transmissions during the night. In fact, transmission of malaria can be reduced by as much as 90% in areas where the use of ITNs is widespread. Because money is so scarce in Sub-Saharan Africa, the low cost is a great benefit and a major reason why the program is so successful. Bed nets cost roughly 2 USD to make, last several years, and can protect two adults. Studies have shown that, for every 100-1000 more nets are being used, one less child dies of malaria. With an estimated 300 million people in Africa not being protected by mosquito nets, there’s the potential to save three million lives by spending just a few dollars per person.

Reducing the number of people who contract malaria would also reduce poverty levels in Africa significantly, thus improving other aspects of society like education levels and the economy. Vector control is more effective than treatment strategies because it means fewer people are getting sick. When fewer people get sick, the working population is stronger as a whole because people are not put out of work from malaria, nor are they caring for sick relatives. Malaria-afflicted families can typically only harvest 40% of the crops that healthy families can harvest. Additionally, a family with members who have malaria spends roughly a quarter of its income treatment, not including the loss of work they also must deal with due to the illness. It’s estimated that malaria costs Africa 12 billion USD in lost income every year. A strong working population creates a stronger economy, which Sub-Saharan Africa is in desperate need of.  

This essay begins with an introduction, which ends with the thesis (that malaria eradication plans in Sub-Saharan Africa should focus on prevention rather than treatment). The first part of the essay lays out why the counter argument (treatment rather than prevention) is not as effective, and the second part of the essay focuses on why prevention of malaria is the better path to take.

• The thesis appears early, is stated clearly, and is supported throughout the rest of the essay. This makes the argument clear for readers to understand and follow throughout the essay.
• There’s lots of solid research in this essay, including specific programs that were conducted and how successful they were, as well as specific data mentioned throughout. This evidence helps strengthen the author’s argument.
• The author makes a case for using expanding bed net use over waiting until malaria occurs and beginning treatment, but not much of a plan is given for how the bed nets would be distributed or how to ensure they’re being used properly. By going more into detail of what she believes should be done, the author would be making a stronger argument.
• The introduction of the essay does a good job of laying out the seriousness of the problem, but the conclusion is short and abrupt. Expanding it into its own paragraph would give the author a final way to convince readers of her side of the argument.

Argumentative Essay Example 3

There are many ways payments could work. They could be in the form of a free-market approach, where athletes are able to earn whatever the market is willing to pay them, it could be a set amount of money per athlete, or student athletes could earn income from endorsements, autographs, and control of their likeness, similar to the way top Olympians earn money.

Proponents of the idea believe that, because college athletes are the ones who are training, participating in games, and bringing in audiences, they should receive some sort of compensation for their work. If there were no college athletes, the NCAA wouldn’t exist, college coaches wouldn’t receive there (sometimes very high) salaries, and brands like Nike couldn’t profit from college sports. In fact, the NCAA brings in roughly $1 billion in revenue a year, but college athletes don’t receive any of that money in the form of a paycheck. Additionally, people who believe college athletes should be paid state that paying college athletes will actually encourage them to remain in college longer and not turn pro as quickly, either by giving them a way to begin earning money in college or requiring them to sign a contract stating they’ll stay at the university for a certain number of years while making an agreed-upon salary.  

Supporters of this idea point to Zion Williamson, the Duke basketball superstar, who, during his freshman year, sustained a serious knee injury. Many argued that, even if he enjoyed playing for Duke, it wasn’t worth risking another injury and ending his professional career before it even began for a program that wasn’t paying him. Williamson seems to have agreed with them and declared his eligibility for the NCAA draft later that year. If he was being paid, he may have stayed at Duke longer. In fact, roughly a third of student athletes surveyed stated that receiving a salary while in college would make them “strongly consider” remaining collegiate athletes longer before turning pro.

Paying athletes could also stop the recruitment scandals that have plagued the NCAA. In 2018, the NCAA stripped the University of Louisville's men's basketball team of its 2013 national championship title because it was discovered coaches were using sex workers to entice recruits to join the team. There have been dozens of other recruitment scandals where college athletes and recruits have been bribed with anything from having their grades changed, to getting free cars, to being straight out bribed. By paying college athletes and putting their salaries out in the open, the NCAA could end the illegal and underhanded ways some schools and coaches try to entice athletes to join.

People who argue against the idea of paying college athletes believe the practice could be disastrous for college sports. By paying athletes, they argue, they’d turn college sports into a bidding war, where only the richest schools could afford top athletes, and the majority of schools would be shut out from developing a talented team (though some argue this already happens because the best players often go to the most established college sports programs, who typically pay their coaches millions of dollars per year). It could also ruin the tight camaraderie of many college teams if players become jealous that certain teammates are making more money than they are.

They also argue that paying college athletes actually means only a small fraction would make significant money. Out of the 350 Division I athletic departments, fewer than a dozen earn any money. Nearly all the money the NCAA makes comes from men’s football and basketball, so paying college athletes would make a small group of men--who likely will be signed to pro teams and begin making millions immediately out of college--rich at the expense of other players.

Those against paying college athletes also believe that the athletes are receiving enough benefits already. The top athletes already receive scholarships that are worth tens of thousands per year, they receive free food/housing/textbooks, have access to top medical care if they are injured, receive top coaching, get travel perks and free gear, and can use their time in college as a way to capture the attention of professional recruiters. No other college students receive anywhere near as much from their schools.

People on this side also point out that, while the NCAA brings in a massive amount of money each year, it is still a non-profit organization. How? Because over 95% of those profits are redistributed to its members’ institutions in the form of scholarships, grants, conferences, support for Division II and Division III teams, and educational programs. Taking away a significant part of that revenue would hurt smaller programs that rely on that money to keep running.

While both sides have good points, it’s clear that the negatives of paying college athletes far outweigh the positives. College athletes spend a significant amount of time and energy playing for their school, but they are compensated for it by the scholarships and perks they receive. Adding a salary to that would result in a college athletic system where only a small handful of athletes (those likely to become millionaires in the professional leagues) are paid by a handful of schools who enter bidding wars to recruit them, while the majority of student athletics and college athletic programs suffer or even shut down for lack of money. Continuing to offer the current level of benefits to student athletes makes it possible for as many people to benefit from and enjoy college sports as possible.

This argumentative essay follows the Rogerian model. It discusses each side, first laying out multiple reasons people believe student athletes should be paid, then discussing reasons why the athletes shouldn’t be paid. It ends by stating that college athletes shouldn’t be paid by arguing that paying them would destroy college athletics programs and cause them to have many of the issues professional sports leagues have.

• Both sides of the argument are well developed, with multiple reasons why people agree with each side. It allows readers to get a full view of the argument and its nuances.
• Certain statements on both sides are directly rebuffed in order to show where the strengths and weaknesses of each side lie and give a more complete and sophisticated look at the argument.
• Using the Rogerian model can be tricky because oftentimes you don’t explicitly state your argument until the end of the paper. Here, the thesis doesn’t appear until the first sentence of the final paragraph. That doesn’t give readers a lot of time to be convinced that your argument is the right one, compared to a paper where the thesis is stated in the beginning and then supported throughout the paper. This paper could be strengthened if the final paragraph was expanded to more fully explain why the author supports the view, or if the paper had made it clearer that paying athletes was the weaker argument throughout.

3 Tips for Writing a Good Argumentative Essay

Now that you’ve seen examples of what good argumentative essay samples look like, follow these three tips when crafting your own essay.

#1: Make Your Thesis Crystal Clear

The thesis is the key to your argumentative essay; if it isn’t clear or readers can’t find it easily, your entire essay will be weak as a result. Always make sure that your thesis statement is easy to find. The typical spot for it is the final sentence of the introduction paragraph, but if it doesn’t fit in that spot for your essay, try to at least put it as the first or last sentence of a different paragraph so it stands out more.

Also make sure that your thesis makes clear what side of the argument you’re on. After you’ve written it, it’s a great idea to show your thesis to a couple different people--classmates are great for this. Just by reading your thesis they should be able to understand what point you’ll be trying to make with the rest of your essay.

#2: Show Why the Other Side Is Weak

When writing your essay, you may be tempted to ignore the other side of the argument and just focus on your side, but don’t do this. The best argumentative essays really tear apart the other side to show why readers shouldn’t believe it. Before you begin writing your essay, research what the other side believes, and what their strongest points are. Then, in your essay, be sure to mention each of these and use evidence to explain why they’re incorrect/weak arguments. That’ll make your essay much more effective than if you only focused on your side of the argument.

#3: Use Evidence to Support Your Side

Remember, an essay can’t be an argumentative essay if it doesn’t support its argument with evidence. For every point you make, make sure you have facts to back it up. Some examples are previous studies done on the topic, surveys of large groups of people, data points, etc. There should be lots of numbers in your argumentative essay that support your side of the argument. This will make your essay much stronger compared to only relying on your own opinions to support your argument.

Summary: Argumentative Essay Sample

Argumentative essays are persuasive essays that use facts and evidence to support their side of the argument. Most argumentative essays follow either the Toulmin model or the Rogerian model. By reading good argumentative essay examples, you can learn how to develop your essay and provide enough support to make readers agree with your opinion. When writing your essay, remember to always make your thesis clear, show where the other side is weak, and back up your opinion with data and evidence.

What's Next?

Do you need to write an argumentative essay as well? Check out our guide on the best argumentative essay topics for ideas!

You'll probably also need to write research papers for school. We've got you covered with 113 potential topics for research papers.

Your college admissions essay may end up being one of the most important essays you write. Follow our step-by-step guide on writing a personal statement to have an essay that'll impress colleges.

Christine graduated from Michigan State University with degrees in Environmental Biology and Geography and received her Master's from Duke University. In high school she scored in the 99th percentile on the SAT and was named a National Merit Finalist. She has taught English and biology in several countries.

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How to use Ethos, Pathos and Logos in a Persuasive Essay

Oct 21, 2023 | 0 comments

Oct 21, 2023 | Blog | 0 comments

Ethos, Pathos, and Logos are three types of persuasion that an author or speaker can use to convince the audience. Ethos is the appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Pathos is the appeal to emotion, and it’s a way of convincing an audience of an argument by creating an emotional response. Logos is the appeal to logic, and it uses logical reasoning as its main tool for persuasion.

This article will discuss using these three modes when writing your essay. The difference between ethos, pathos, and logos will be elaborated by ethos, pathos, and logos examples.

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What Is Logos? 

The third and final aspect of ethos, logos, is an appeal to logic. It attempts to persuade readers by using reason, rationality, and facts. You can use logos to present evidence for your thesis statement—using statistics or examples from the world around you—or it can be used as a standalone approach. Either way, logos are best when backed up by evidence from the real world.

Logos makes sense because it appeals to our rational minds: we use logic every day to make decisions (or not). We ask ourselves, “Is this a good idea?” or “Will this benefit me?” We weigh the pros and cons before acting on impulse; we think about consequences before making purchases; we run through a cost-benefit analysis before investing our time or money into something new. Logos tries its hardest not just because it makes sense but because it works!

Examples of Logos

Logos are often used in essays to support a claim, explain why something is true, or give an example. For example:

• “I can’t wait for our next meeting because it will be fun.” (explanation)
• “That’s not fair! You’re supposed to let me go first.” (reasoning)

Logos are especially useful when persuading someone or making your point clear. They’re also good for showing that you understand how things work or what makes them important. For example:

• “I know that many people think they need a degree to get a job in this field, but I think most employers value experience over education anyway.” (logical reasoning)

What Is Ethos

Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader. Ethos is the Greek word for “character.” The rhetoric must establish trust with an audience to persuade them effectively. Effective ethos will make your audience feel more comfortable with you and more likely to believe what you say.

To establish ethos, you can refer to other people who have similar credentials, experience, or knowledge as yourself or else provide evidence that shows how your expertise has been beneficial in similar situations before (this makes it easier for others to accept your knowledge because they know how much experience you have).

Examples of Ethos 

Examples of Ethos:

• Speeches (e.g., Martin Luther King Jr.’s “I Have a Dream” speech)
• Advertisements (e.g., Nike’s “Just Do It” campaign)
• Literature and poetry (e.g., Edgar Allan Poe’s “ The Raven “)
• Journalism (e.g., the New York Times’ coverage of Hurricane Harvey)
• Politics (e.g., Donald Trump’s presidential inauguration speech)

In daily life, you can use examples of ethos to persuade people to get what you want or do what you ask them to do.

What Is Pathos?

Pathos is all about the emotional connection between the speaker and the audience. It’s an appeal to the senses and feelings of an audience, often through pity or sympathy.

Essentially, pathos is all about persuasion through emotion: it’s how you can use pathos in your writing (and in life) to influence people—and get them on your side.

Because when we’re moved by something, whether it be a person’s suffering or a cause we believe in, we are more likely to act on that feeling than if there were no emotion.

So, what emotions does pathos evoke? There are many ways for writers and speakers alike to use pathos in their work—but these three methods of persuasion will probably come up most often: empathy, fear, guilt/shame.

Examples of Pathos 

Here are some examples of how you can use pathos in various forms of writing:

• In advertising, an emotional appeal is often used to persuade viewers that a product will improve their lives. For example, one advertisement might portray a family enjoying time together using their new vacuum cleaner. Another advertisement might show a man alone at home watching TV and eating potato chips—but he could be happy if only he had this new brand of hot sauce!
• In speeches or debates, an emotional appeal is often used to encourage people to take action on something important to them or others. An activist might speak about how many animals have died yearly because they were trapped in animal testing labs—and ask everyone listening what they will do. A politician might talk about how his opponent’s policies won’t truly help people who need jobs; instead, he’ll ensure everyone has health insurance and gets paid more money for working full-time than if they were unemployed!
• Legal cases can include stories from witnesses or victims who experienced suffering because someone else committed wrongdoings against them (or even themselves). If you want someone else punished for stealing your car stereo system when all you did was walk outside your house one day and then come back later when there was nothing left where it should’ve been…then tell us why we should care!

Bonus: What Is Kairos?

Kairos is the right time to deliver your message.

It’s used in persuasive writing to take advantage of your audience’s current state of mind so they’re more likely to listen and act on whatever you’re trying to get across.

The best way to use kairos is by connecting with your reader emotionally—you want them to relate what you have written with their own experiences so that they can connect with what you are saying, whether it be about a product or an idea.

Examples of Kairos

Kairos is a Greek word meaning “the right or opportune moment (the supreme moment).” When the time is right, you do the right thing.

One of the most classic uses of kairos was in ancient Greece, when people would use it before speaking to kings and royalty. If someone had something important to say, they waited for a kairotic moment where both parties were available and in an appropriate mood to hear their speech.

You can use Kairos when you need to take advantage of an opportunity as soon as it arises. It’s similar to timeliness, but rather than just being on time, it’s more like jumping into action before anyone else has thought about doing so themselves! This can be useful when trying out new ideas or coming up with innovative solutions because you can come up with them before anyone else does, which means that other people will start thinking about them (which could give them ideas).

Final Thoughts on Ethos Pathos and Logos

Ethos, pathos, and logos are three important elements to consider when writing your essay.

• Ethos is the writer’s credibility, which you can establish by using facts and figures that are credible and relevant to the topic being discussed.
• Pathos is an appeal to emotion to create a connection with the reader, who will feel compelled to agree with your argument. Opening paragraphs of essays often use pathos because they set expectations for what will come later in the essay.
• Logos refers to appeals based on logic or reason rather than emotions or feelings—and, as such, relies on strong arguments supported by evidence (facts). You can use logos in any part of your essay, but especially at the end, where you want readers who did not initially agree with your point of view to change their minds after reading your supporting evidence.

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Recognizing Rhetorical Appeals in Persuasion and Argumentation

This essay about rhetorical appeals explores ethos, pathos, and logos as foundational elements in persuasive communication. It delves into their individual mechanics and collective influence, citing examples from politics, literature, and advertising. By understanding these appeals, individuals can better analyze and construct persuasive arguments, fostering critical thinking and effective communication skills. Ethos establishes credibility, pathos appeals to emotions, and logos relies on logic and evidence. Through their judicious application, communicators can enhance discourse and catalyze positive change.

How it works

The art of persuasion, honed by orators, writers, and leaders across epochs, hinges on rhetorical appeals, core instruments in this craft. Originating from the wisdom of ancient Greek philosopher Aristotle, these appeals—ethos, pathos, and logos—serve as pillars guiding the construction of compelling arguments. Delving into their mechanics enhances our capacity for critical analysis and the crafting of persuasive messages. These appeals, operating singly or in concert, wield influence over opinions, behaviors, and choices, underscoring their potency and limitations.

Ethos, an appeal to the speaker or writer’s credibility and character, endeavors to foster trust and authority, thus facilitating audience acceptance of the message.

Through ethos, communicators establish themselves as trustworthy sources, a feat often achieved through credentials, experience, or reputation. In his speeches, former President Barack Obama frequently underscored his dedication to national unity and his extensive public service background to cultivate ethos, positioning himself as a credible leader meriting attention. Similarly, in scientific research, the credentials of researchers—such as academic achievements or professional affiliations—lend credence to their findings. Armed with the knowledge that the author is a recognized authority, readers are more inclined to embrace the presented argument.

Pathos, by contrast, targets the audience’s emotions, aiming to evoke sentiments that reinforce the argument’s core message. Advertisements commonly employ pathos to spur consumers into purchasing products or services. Charitable organizations, for instance, often employ poignant imagery and narratives depicting individuals in need to evoke empathy and inspire donations. In literature, pathos suffuses narratives to elicit empathy or sorrow, as seen in John Steinbeck’s Of Mice and Men, with the affecting tale of Lennie and George. Similarly, in political rhetoric, pathos emerges following calamities or tragedies, as politicians appeal to emotions of grief and optimism, advocating unity and resilience. While potent, pathos must be wielded judiciously, as excessive emotional manipulation may elicit skepticism or backlash.

Logos, the third appeal, relies on logic and reason, presenting cogent arguments supported by evidence, data, and rational analysis. It finds frequent employment in academic discourse and formal debates, where the strength of an argument hinges on sound reasoning. An exemplary instance of logos is Dr. Martin Luther King Jr.’s “Letter from Birmingham Jail,” wherein he systematically expounds arguments for civil rights activism, citing historical precedents, philosophical tenets, and constitutional principles. Meticulously, he establishes that the quest for racial justice is a moral imperative grounded in rational scrutiny. In everyday scenarios, logos manifests in product comparisons that spotlight features and prices, appealing to consumers’ penchant for logical and economical choices.

These rhetorical appeals seldom operate in isolation; instead, they intertwine to fashion a more compelling argument. A writer may deploy logos to present statistical evidence while leveraging ethos to establish credibility and pathos to emotionally engage the reader. Rachel Carson’s Silent Spring aptly illustrates this fusion, amalgamating these elements to expose the perils of pesticides. Carson marshaled scientific studies (logos), drew upon her credentials as a biologist (ethos), and recounted poignant instances of wildlife harm (pathos), thereby catalyzing the environmental movement.

It behooves us to remain cognizant of rhetorical appeals in our daily lives, as they permeate advertising, politics, and media. By discerning their application, we can cultivate a more discerning approach to information consumption, recognizing instances of emotional manipulation or logical fallacies. Understanding the functioning of these appeals also equips us to construct more potent arguments, be it for scholarly pursuits, business endeavors, or personal communication.

In essence, rhetorical appeals constitute the bedrock of persuasive discourse, furnishing frameworks that fortify arguments and deepen connections with our audience. However, their deployment demands integrity and equilibrium, respecting the intellect of the audience. When wielded adeptly, these tools possess the potential to elevate discourse and effectuate substantive change.

Please bear in mind that this post serves as a springboard for inspiration and further inquiry. For tailored guidance and assurance that your essay adheres to academic standards, consider consulting professionals at EduBirdie.

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Recognizing Rhetorical Appeals in Persuasion and Argumentation. (2024, May 12). Retrieved from https://papersowl.com/examples/recognizing-rhetorical-appeals-in-persuasion-and-argumentation/

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Argumentative Thesis Statement

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In the realm of persuasive writing, the argumentative thesis statement stands as a pivotal element, guiding the entire context of an essay or research paper. It serves as the beacon that directs your work, letting readers know not only what to expect but also the position you’re advocating. This article dives into the depths of argumentative thesis statement examples, unraveling their significance, and offering a step-by-step guide on how to create one effectively.

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What is an Argumentative Thesis Statement?

Before we delve into the intricacies of crafting a compelling argumentative thesis statement, let’s clarify what this vital element entails. An argumentative thesis statement serves as the core assertion of your essay, presenting your stance on a particular theme or topic. It goes beyond a mere description of the subject; it takes a firm position that you will defend with logical reasoning, evidence, and persuasion.

How to Craft an Argumentative Thesis Statement

Creating an argumentative thesis statement requires a methodical approach. By following these steps, you’ll be better equipped to develop a thesis that not only captures the essence of your argument but also engages readers from the outset.

Step 1: Identify Your Topic and Stance

The first step involves identifying the simple subject you’re addressing and your position on it before starting with the introduction . Your stance could be an assertion, a judgment, or an evaluation, shaping the tone and direction of your entire argument.

Step 2: Analyze Your Audience

Understanding your audience is crucial. Consider their perspectives, beliefs, and potential objections. Tailoring your argumentative thesis statement to resonate with your readers enhances the persuasiveness of your message.

Step 3: Develop a Concise Thesis

A strong thesis is concise and focused. It should encapsulate your main argument while giving a glimpse of the supporting points you’ll discuss. Avoid vague language and ensure your thesis statement is clear and direct.

Step 4: Incorporate Cause and Effect

A compelling argumentative thesis statement often involves demonstrating the cause-and-effect relationship between your stance and the topic. Highlight how certain actions, beliefs, or decisions lead to specific outcomes.

Can my argumentative thesis statement evolve as I research and write?

Absolutely. Your thesis can and should evolve based on your research findings and the development of your argument. Flexibility allows you to refine and strengthen your position.

How can I avoid falling into clichés when crafting my thesis statement?

To avoid clichés , strive for originality. Instead of using well-worn phrases, express your position in a unique way that showcases your perspective and analytical depth.

Should I include counterarguments in my thesis statement?

While it’s not necessary to include counterarguments in your thesis statement, acknowledging opposing viewpoints can add credibility to your argument. However, save the detailed counterarguments for the body of your essay.

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