Rhetorical Devices: Logos, Ethos, Pathos

Ethos is used to convey the writer’s credibility and authority. When evaluating a piece of writing, the reader must know if the writer is qualified to comment on this issue. The writer can communicate their authority by using credible sources; choosing appropriate language; demonstrating that they have fairly examined the issue (by considering the counterargument); introducing their own professional, academic or authorial credentials; introducing their own personal experience with the issue; and using correct grammar and syntax.

Use appropriate and professional language for your intended audience

Conduct sound and ethical research (and cite all sources)

Use appropriate jargon to demonstrate awareness of the field and your audience

Use celebrity endorsements (get credible and well established people on board with your idea)

Make logical connections between ideas and avoid logical fallacies at all costs

Pathos, or the appeal to emotion, means to persuade an audience by purposely evoking certain emotions to make them feel the way the author wants them to feel. Authors make deliberate word choices, use meaningful language, and use examples and stories that evoke emotion. Authors can desire a range of emotional responses, including sympathy, anger, frustration, or even amusement.

Use humor to keep people engaged

Use images/examples that evoke strong emotions

Choose words that get people excited or emotionally charged

Logos, or the appeal to logic, means to appeal to the audiences’ sense of reason or logic. To use logos, the author makes clear, logical connections between ideas, and includes the use of facts and statistics. Using historical and literal analogies to make a logical argument is another strategy. There should be no holes in the argument, also known as logical fallacies, which are unclear or wrong assumptions or connections between ideas.

Use statistics or established facts

Name features of a product or service

Reference research in support of your claim

Make logical connections between concepts

Be specific (when appropriate, be as specific as possible and avoid generalizations)