Mgr.Antonín Zita, M.A.
Modes of Persuasion
Modes of persuasion
 also rhetorical appeals,
rhetorical strategies
 Aristotle (384-322 BC)
 Three modes of persuasion
 Speaker’s personal
character
 Emotions
 The speech itself
 Logos, pathos, ethos
Logos
 Appeal to reason
 Relies on logic and use of inductive or deductive
reasoning
 Make sure your argument makes sense and has support
 Avoid generalization, simplification, ad hominem and ad
populum attacks
 Ad hominem – attack on the character of a person rather than on
his/her opinions
 Ad populum – emotional appeal evoking positive and negative
images rather than discussing the specific issue
Pathos
 Emotional appeal
 Focuses on audience’s feelings, needs, or values
 Often leads to significant audience reaction
 Emotional appeal vs. irrational appeal
Ethos
 Ethical appeal
 Evokes the character, credibility, or trustworthiness of the
author
 Be truthful – acknowledge sources, ideas, shortcomings
 Be respectful to opposing views