Rhetoric Concepts of Pathos, Logos and Ethos in Speech

In the 4th century Greek philosopher Aristotle accumulated his thoughts on the concept of Rhetoric into his book titled “On Rhetoric” which shed light on three persuasive applications. In the latter part of the 20th century, Chain Perelman added his analysis of argumentation by describing the methods used by an author or a speaker to influence an audience (Mshvenieradze, 2013). Rhetoric became the symbol of the old regime with the coining of ethos, pathos, and logos. These styles were the most proper, useless and most challenged to the needs of the democracy. For Aristotle, rhetoric was a discipline not for the purposes of art but an exertion through speech which carries on influence on an audience (Perelman, 1979). A form of persuasion through language, rhetoric, alongside grammar and logic is one of the three arts of conversation (Mshvenieradze, 2013). From ancient Greece to contemporary times it was an integral component of Western education, allowing the training of public speakers and writers to sway audiences with influential arguments.

In the work of Aristotle, we are introduced to three styles of persuasion. The first type (ethos) relies on the character and credibility of the speaker, the second type (pathos) allows an audience to feel emotions entering a specific mind state and third (logos) is the logical style that offers the audience proof within the words of the speech. Aristotle believes that persuasion can be achieved when the speakers character aligns with the way the speech is presented (Aristotle, 2006). This increases the likelihood of the audience granting the speaker credibility.

According to Aristotle (2006), “We believe fair minded people to a greater extent and more quickly than we do others.” Ethos, the Greek term for character, refers to who you are and how you present yourself. Aristotle believes ones speaking style and character both influence the ethos category. Ethos allows a speaker the tools to convince an audience of their trustworthiness or disposition. Aristotle points out that it is necessary for a speaker to establish integrity with the audience prior to the speech (McCormack, 2014). To do so, the speaker must promote his/her expertise in the topic and that he/she has no personal bias in convincing the audience. An audience is most likely to believe someone that is trustworthy with good character. Aristotle later expanded this definition to say that an audience is most likely to be influenced by someone that has similarities (age, speaking manner, values etc) to them. A speaker’s authority or reputation does not play a part in Aristotle’s definition of ethos; however it does play a minuscule role in public speaking (McCormack, 2014). In today’s society where speaking consists of many styles and where a lot is known about a speaker, both elements are included as part of explaining ethos.

Aristotle stated, “To understand the emotions—that is, to name them and describe them, to know their causes and the way in which they are excited” (Aristotle, 2006). Pathos, translated into the Greek word for suffering, involves audience persuasion by pleasing to their emotions. It calls to people’s pity, anger, fear, hope, and other emotions alike. The purpose of ethos is to persuade the audience to feel what the speaker intends for them to feel. The most widespread use of pathos is to gain pity from an audience; however, it is also extensively used to draw anger from an audience to persuade action. Considering that pathos can be scheming, its strengths lie in pushing an audience to action (Sproat et al., 2012). This style has been used from ancient times and continues to be used over and over again. Aristotle pointed out that emotion must be connected to the speaker’s argument. As an example, he referenced anger and explained the causes of one to be angry. He then inspired speakers to become angry by directing that anger towards the adversary (Aristotle, 2006). When the audience becomes angry with the opponent, the more accepting they become to ideas of the speaker. This emotional connection with the audience allows for influential power over them.

Aristotle stated, “Persuasion occurs through the arguments when we show the truth or the apparent truth from whatever is persuasive in each case” (Aristotle, 2006). Logos, the Greek translation of “word” centers around the use of argumentation which includes, data, statistics, examples and all types of logic. The use of logos is to convince an audience with reason Smith, 2017). Logos is found in the left side of a human’s brain. An audience is able to find distinct designs of reasoning that lead them to being influenced. As an integral component of logos, deductive reasoning consists of multiple arguments. It begins with a few facts or evidence that lead to the formation of a conclusion. They key to deductive reasoning is the truth behind the premises leading towards the truth in a conclusion. Inductive reasoning has a similar facet; however the conclusion is not always set to be true. These two concepts are important to consider when using pathos because audiences are subconsciously using deductive and inductive reasoning before, during, and after hearing a speech (Sproat, 2012).

Aristotle did not like the emotional facet of persuasion. He stated that instilling anger or emotions alike did not have an effect on facts; rather it only gave a personal plea to the speaker. He believed the same about the ethical style as well. He mostly favored the logical style because he compared rhetoric to conflict (Sproat, 2012). For Aristotle, the similarities in the conclusion had the most effect on persuasion.

Former President Obama used all styles of speech in his public speaking of politics. In a speech regarding religion and politics Obama says, “… as the months passed in Chicago, I found myself drawn ----- not just to work with the Church, but to be in the Church and in its historical struggle for freedom and the rights of man, I was able to see faith as more than just a comfort to the weary or a hedge against death, but rather as an active, palpable agent in the world. As a source of hope … I submitted myself to His will, and dedicated myself to discovering His truth” (Olive, 2008). By utilizing experiences from his past, Obama increases his credibility and reliability. According to Olive (2008), he says, “not to just work with the church, but to be in the church” Obama makes a forceful declaration which generates dependability of his intention that liberals must recognize the positive influence of the church on people. “….I submitted myself to his will…” (Olive, 2008) with this powerful line, Obama announces the religious beliefs of liberals. He explains that religion is just as much needed in the lives of liberals as is needed for conservatives (Rowland & Jones, 2007). The component of ethos is heightened by his use of religious understandings.

In reference to the above quotes, Obama also uses the element of pathos. He delivers the same concept using different terminology. He states, “if we ignore the debate in regards to who is a better man-a Christian, Jew or Muslim, the liberals will use that to their advantage and use religion to get more votes during elections” (Olive, 2008). He reiterates this message by touching upon all angles and making various statements that lead to the same conclusion. Using similar phrases adds power to his proposal and increases the use of pathos.

Lastly, to reference logos in the above speech, Obama discusses the connection between religion and politics. He offers logical reasoning by arguing both perspectives. He offers insight on the positive impact of religion on human beings as well as the difficult religion that does not apply in pluralistic America (Rowland & Jones, 2007). He discusses the views of both the democrats and the republicans. His main focus remains on the common understanding of both liberals and conservatives that is acceptable by everyone. He displays expressions for linking the crack between democrats and republicans. He analyzes figures and tables to prove his support of both parties and also adds his personal view. He does all of this with increased amounts of logic.

To analyze former First Lady and former Secretary of State Hillary Rodham Clinton, she uses logos, ethos, and pathos in the following quotations from her speech delivered to the fourth World Conference of the United Nations regarding the rights of women around the world (Clinton, 1995). In her speech she states: “Women comprise more than half the world’s population, 70% of the world’s poor, and two-thirds of those who are not taught to read and write.” “If women are healthy and educated, their families will flourish. If women have a chance to work and earn as full and equal partners in society, their families will flourish” (Clinton, 1995).

Clinton uses logos with her statistical examples (“more than half,” “70%,” “two-thirds”) to influence her audience of the significance of her reason (McCormack, 2014): rights of women worldwide. She also offers a rational cause-and-effect argument (“If women . . ., then . . .”) (Clinton, 1995). Clinton establishes her credibility and character (ethos) by mentioning her 25 years of experience on efforts to work on women’s’ issues as well as her attendance in the World Health Organization meeting. “Over the past 25 years, I have worked persistently on issues relating to women, children, and families.” “Earlier today, I participated in a World Health Organization forum.” “Women also are dying from diseases that should have been prevented or treated. They are watching their children succumb to malnutrition caused by poverty. They are being denied the right to go to school by their own fathers and brothers. They are being forced into prostitution, and . . . banned from the ballot box” (Clinton, 1995). In position with pathos, it can be correlated as the path to an audience’s heart. Hilary Clinton reaches the core of the audience’s sympathy by stating the facts of hardship faced by women around the world. She uses credible citations of undeniable women’s rights in all parts of the world.