In it, Jobs crafts a powerful appeal to ethos in two ways.įirstly, there is the fact of his incredible success.
Take Steve Jobs’ aforementioned “How to live before you die” speech. And ethos appeals to our fundamental need for credible authority. We might listen to someone we consider amoral or under-informed out of fascination. On the other hand, think about those times you go against your better wisdom and “read the comments” on YouTube. And you may well find some merit in their argument. You should be inclined to trust what they are saying is at least worth reading. They have a doctorate from a prestigious institution. Say you read an article about climate change written by a scientist. Effective use of ethos makes the audience feel the speaker is a reliable source of information.Įthos forms the bedrock of any rhetorical argument. They must appear both intelligent and trustworthy. To get people to listen, the speaker needs to be seen as an experienced and moral figure. Indeed, the word “ethics” is derived from ethos. And it’s about presenting an argument with ethical appeal. It’s about establishing the speaker’s credibility, so you can believe what they say. Pathos means experience or sadness and it is an appeal to emotion. Logos means reason and it is an appeal to logic. Ethos means character and it is an appeal to moral principles. In his book Rhetoric, he defined these 3 Greek words.Įthos, Pathos, Logos are modes of persuasion used to convince others of your position, argument or vision. Way back in the 4th century B.C.E., the ancient philosopher Aristotle understood the power of these 3 modes of persuasion. The short answer: It appealed to the full range of human responses. In it he told people to do what they were passionate about.
LOGOS ETHOS AND PATHOS HOW TO
Take Steve Jobs’s well-known “ How to live before you die” speech at the Stanford Commencement Address in 2005. To do so, they need to convince people of their vision. Leaders need to prove they are worthy to lead.
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