Aristotle’s Theory For Persuasion

Aristotle’s "ingredients for persuasion" – are known by the names of ethos, pathos, and logos. They are all means of persuading others to take a particular point of view.

Logos: It consists of evidence and arguments. A politician appealing to reason usually intends to portray himself/herself as rational and capable of dealing with difficulties in an organized and sophisticated way. Note, though, that appeal to reason can be misleading and deceiving too. The term "Logos" refers mainly to the method's form, not to its validity.

1. Evidence: They are facts presented to amplify one's beliefs. They can be statistical data, examples from history, surveys etc. A politician can say, for example: "According to a recent survey, our government has decreased unemployment by 9%".
2. Arguments: They are rational thoughts put together to produce an inference. E.g.: "Our party consists mainly of citizens of low origin; our adversaries are mostly people of high origin. Therefore, we can serve better the interests of the less-privileged".

Examples of Logos:

• "The algorithms have been run in a thousand different ways, and the math continues to check out."
• "In 25 years of driving the same route, I haven’t seen a single deer."
• "He has a track record of success with this company, culminating in some of our most acclaimed architecture to date and earning us Firm of the Year nine times in a row."

Pathos: It occurs when a politician attempts to instill fear, anxiety, trust, hope, optimism, pessimism or any other -positive or negative- feeling in people. It can be used either reasonably, as a necessary supplement of reason (since politics is not only about pure reason, but also about pride, culture, and history), or unduly and overly, in which case it functions only as a populistic technique.

1. Figurative language: Symbolism, rhetorical questions, sublimity.
2. Scaremongering: Constant references to enemies, conspiracies, plots, and perils.
3. Humor and irony.
4. Emotional narrations and descriptions.

Examples of Pathos:

• "If we don’t move soon, we’re all going to die! Can’t you see how dangerous it would be to stay?"
• "I’m not just invested in this community – I love every building, every business, every hard-working member of this town."
• "There’s no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep soundly at night."

Ethos: It's appeal to character. It can be used as a supplement to reason or even independently, in which case it becomes a misleading method too. It is used to amplify the politician's beliefs by portraying him as both honest and skillful. It can also be used towards the people or the politician's adversaries. Its basic forms are:

1. Ethos of the sender: The politician praises himself, refers to influential people who support him or recalls occasions and events that supposedly prove his worth.
2. Ethos of the receiver: He attempts to flatter people and to instill a sense of responsibility in them. E.g.: "This is our country's most difficult hour. Remember your values and your principles and stand up to it; support our government!".
3. Ethos of the adversary: It involves attacks on one's political rivals, with real or sycophantic accusations. It's not a critique against one's views and beliefs, but against one's character and life choices. E.g.: "How dares the Prime Minister talk about our public schools? His children attend an expensive private school!".
4. Appeal to authority: The politicians refers to well-known and well-respected people, usually quoting them. Thus, he attempts to establish a certain connection between himself and great personalities, enhancing his prestige.

Examples of ethos:

• "As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results."
• "My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."
• "The veterinarian says that an Australian shepherd will be the perfect match for our active lifestyle."

Watch this video to see the example of ethos Logos and Pathos: