What are rhetorical Appeals?

How does one use words to convince others? The Greek philosopher Aristotle asked the same question. He came up with three ways we use words persuasively: ethos, pathos, and logos. Aristotle identified these rhetorical appeals in his treatise titled Rhetoric, which is an appropriate title since rhetoric is the art of persuasion!

Aristotle’s rhetorical appeals are often represented as a triangle:

How could you use these appeals to sell a pen?

Logos Example

This pen is made of sustainably-mined titanium.
The ink lasts 120% longer than the nearest competitor.
You will write 1000x faster.

Ethos Example

I’ve been writing with different kinds of pens for decades, so I know a great pen when I see one.
I graduated from Pen State University, so I’m an expert in pens.

Pathos Example

For every pen sold, we will donate an orphan hamster to a family in need.
Without your help, countless hamsters will be left out in the cold.

Rhetorical Appeals Are Everywhere

Ethos, pathos, and logos show up everywhere, from commercials and advertising to friendly conversations and debates. Whenever you use research and statistics to support an argument, you are using logos. Any time you invoke your experience and specialized knowledge to highlight your credibility, you are using ethos. When you find yourself using vivid language and telling stories to persuade, you are using pathos.