Aristotle’s "modes for persuasion" – otherwise known as
rhetorical appeals – are known by the names of ethos, pathos, and
logos. They are means of persuading others to believe a particular
point of view. They are often used in speech writing and
advertising to sway the audience.
Ethos (sometimes referred to as an appeal to ethics), then, is
used as a means of convincing an audience via the authority or
credibility of the persuader, be it a notable or experienced figure
in the field or even a popular celebrity.
Pathos (appeal to emotion) is a way of convincing an audience
of an argument by creating an emotional response to an impassioned
plea or a convincing story.
Logos (appeal to logic) is a way of persuading an audience with
reason, using facts and figures.
Understanding the different aspects of rhetoric will make you
more aware of what goes into creating a persuasive argument.
Some examples of using ethos, pathos, and logos to
persuade:-
Ethos-
"As a doctor, I am qualified to tell you that this course of
treatment will likely generate the best results."
"My three decades of experience in public service, my tireless
commitment to the people of this community, and my willingness to
reach across the aisle and cooperate with the opposition, make me
the ideal candidate for your mayor."
Pathos-
"If we don’t move soon, we’re all going to die! Can’t you see
how dangerous it would be to stay?"
"I’m not just invested in this community – I love every
building, every business, every hard-working member of this
town."
Logos-
"The data is perfectly clear: this investment has consistently
turned a profit year-over-year, even in spite of market declines in
other areas."
"Ladies and gentlemen of the jury: we have not only the
fingerprints, the lack of an alibi, a clear motive, and an
expressed desire to commit the robbery… We also have video of the
suspect breaking in. The case could not be more open and
shut."
In real life politicians make use of these 3 elements in their
arguments.
Logos-A politician appealing to reason usually intents to
portray himself/herself as rational and capable of dealing with
difficulties in an organized and sophisticated way.Eg;Our party
consists mainly of citizens of low origin; our adversaries are
mostly people of high origin. Therefore, we can serve better the
interests of the less-privileged".
Pathos- It occurs when a politician attempts to instill fear,
anxiety, trust, hope, optimism, pessimism or any other -positive or
negative- feeling in people. It can be used either reasonably, as a
necessary supplement of reason (since politics is not only about
pure reason, but also about pride, culture and history), or unduly
and overly, in which case it functions only as a populistic
technique.
Ethos-It's appeal to character. It can be used as a supplement
to reason or even independently, in which case it becomes a
misleading method too. It is used to amplify the politician's
beliefs by portraying him as both honest and skilful. It can also
be used towards the people or the politician's adversaries. Its
basic forms are:
Ethos of the sender: The politician praises himself, refers to
influential people who support him or recalls occasions and events
that supposedly prove his worth.
Ethos of the receiver: He attempts to flatter people and to
instill a sense of responsibility in them. E.g.: "This is our
country's most difficult hour. Remember your values and your
principles and stand up to it; support our government!".
Ethos of the adversary: It involves attacks on one's political
rivals, with real or sycophantic accusations. It's not a critique
against one's views and beliefs, but against one's character and
life choices. E.g.: "How dares the Prime Minister talk about our
public schools? His children attend an expensive private
school!".
Appeal to authority: The politicians refers to well-known and
well-respected people, usually quoting them. Thus, he attempts to
establish a certain connection between himself and great
personalities, enhancing his prestige.