Rhetoric



Rhetoric is defined as the art of writing or speaking effectively. It is the study of writing or speaking as a means of communication or persuasion. There are three appeals in rhetoric: ethos (using credibility to promote the writer or speaker’s argument), pathos (emotional appeal), and logos (logical appeal). There are also five canons of rhetoric: memory, argument, invention, delivery, and style. Rhetoric can be traced back as far as ancient Greece and was adapted and modified by the Roman Empire. We use rhetoric in everyday life to do many things. For example, we try to persuade other people to take our point of view and accept our perceptions. We also use rhetoric as a mode of inquiry and to gain knowledge.

Ethos
Ethos is appeal based on the credibility and character of the writer or speaker. Aristotle said that one should be both knowledgeable and benevolent about the subject that he or she is speaking of. He also said that ethos works as a rhetorical strategy by establishing the goodwill of the writer or speaker. Ethos happens whenever one picks up a pen. One’s word choice, tone, and choice of examples all establish an individual’s ethos. These things also help to powerfully persuade.

Pathos
Pathos, meaning “suffering” or “feeling” in Greek, is the appeal to the reader's emotions. An appeal to pathos causes an audience not just to respond emotionally but also to identify with the writer's point of view and to feel what the writer feels. Advertisements tend to be pathos oriented. When using pathos in writing it is best to use vivid, emotionally loaded language, emotional examples, vivid descriptions and figurative language.

Logos
Logos, meaning “reason” and “oration” in Greek, is the appeal based on logic and reasoning. Aristotle wanted all communication to be through this appeal, but given the fact that we are human, we must resort to the use of the other two appeals. Logos is used to describe the facts and figures of the speaker’s reasoning. As a writer, one would use logos when writing an essay based around facts and reasoning. An argument based on logos will favor the use of logic, statistical evidence, quotations from authorities, and proven facts.