The Aristotelian Triad (The Rhetorical Appeals)

Writers of text use various strategies to appeal to their audiences. The three means by which writers persuade their audience are pathos, ethos, and logos:

Ethos (Establishes the Author's Credibility): appeal of personality or character.

• Good Will
• Good Character
• Expertise

A writer uses the persuasive value of his or her character. (S)he creates the impression that (s)he is a person of sound sense, high moral character, and benevolence/good will.

Exhibit good sense:

• the writer must have an adequate, if not professionally erudite, grasp of the subject being talked about
• knows and observes the principles of valid reasoning
• is capable of viewing a situation in the proper perspective
• has read widely
• has good taste and discriminating judgment

High moral character:

• display an abhorrence of unscrupulous tactics and specious reasoning
• respect for the commonly acknowledged virtues
• adamant integrity

Good will

• sincere interest in the welfare of the audience

• readiness to sacrifice any self-aggrandizement that conflicts with the benefit of others

Pathos (Emotional Appeals):

• Appeals to Fear
• Appeals to Duty
• Appeals to Hope
• Appeals to Duty
• Appeals to Patriotism

A writer can also use emotional appeals by addressing some of the following issues:

• Sensory description of a scene
• Honorific and pejorative words (often adjectives and adverbs, but also similes/metaphors and labels that characterize something as “good” and “bad”)
• Examples or anecdotes
• Objects of emotion (people, pets, ideas, symbols, etc. that have emotional connotations)

Logos (Logical Appeals): appeal to reason.

• Logical conclusion via statistics
• Logical conclusion by citing authority
• Logical conclusion via comparison/analogy/precendent

A writer also uses logical reasoning such as definition, deductive and inductive reasoning, evidence from other sources, expert testimony, etc. to appeal to the readers.

• Definition: defines or classifies the subject
• Deductive reasoning: can either be a syllogism or an enthymeme
  1. Enthymeme: either the major or minor premise is left implied.  The enthymeme typically occurs as a conclusion coupled with a reason.  We cannot trust this man, for he has perjured himself in the past.  In this enthymeme, the major premise of the complete syllogism is missing: 1) Those who perjure themselves cannot be trusted (major premise—omitted); 2) This man has perjured himself in the past (minor premise—stated); 3) This man is not to be trusted (conclusion—stated).
• Inductive reasoning: a transition from the sensible singular to the universal.
  1. Antecedent: This fire warms, and this fire warms, and this fire warms, etc.; Consequent: Therefore every fire warms.
• Syllogism: consists of major premise (all humans are mortal beings), minor premise (Eminem is human), and a conclusion (Eminem is a mortal being).