ETHOS
Credibility/Trust
- Personal Branding
- Confidence in delivery
- Cites credible sources
Ethos is the Greek term for “ethics”, It is made to represent credibility of the person making a communication. Ethos is established through a variety of factors, including status, awareness, professionalism, celebrity endorsement, research, and so forth. Build an ethos to make your audience trust what you are saying.
PATHOS
Emotions/Values
- Stories
- Inspirational quotes
- Vivid language
Pathos is the Greek term for “emotion”. It is made to represent how an audience feels or experiences a message. The appeal of pathos makes a person feel excited, sad, angry, motivated, jealous, or any other number of emotions that may persuade them to act based on what you say.
LOGOS
Logic/Reason/Proof
- Structure of the speech (opening/body/conclusion)
- Reference to studies, statistics, case studies
- Comparison, analogies, and metaphors
Logos is the Greek term for “logic”. It is made to represent the facts, research, and other message elements that provide proof or evidence to a claim. Use Logos to convince your audience that what they are hearing or seeing is well researched, well built, or otherwise worth their time.
