The Dynamics of Ethos, Logos, and Pathos in Persuasion

In Laura Bolin Carroll's essay "Backpacks Vs. Briefcases," she endeavors to assist students in comprehending and effectively utilizing rhetoric and rhetorical situations. Her aim is to empower students to become more adept readers, writers, and rhetors. Carroll's work underscores the significance of pathos, logos, and ethos, often referred to as the "three pillars of persuasion" (Archuleta). Carroll's emphasis on pathos prompts a pertinent inquiry: does this imply a hierarchy within rhetoric? Are some appeals superior to others? Can they function independently or are they interdependent to the point where one is ineffectual without the others? To delve into these questions, one must first gain a comprehensive understanding of each "pillar.

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Exploring Ethos: The Foundation of Credibility

Ethos is the appeal to an audience's sense of ethics and credibility. Its purpose is to persuade the reader or listener of the speaker's moral character, experience, and expertise. Ethos can be conveyed not only through what the speaker is saying but also through how they present their message.

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In oral contexts, ethos is discerned through body language, the context of the speech, and the speaker's confidence, while in written contexts, it may be conveyed through cited sources, referenced experiences, or even the presentation of the text itself.

Behavioral psychologist Shelby Chaiken's research sheds light on the perception of credibility in various presentation methods. Chaiken's findings provide valuable insights into ethos. For instance, her studies reveal that in oral presentations, personable presenters are often viewed as more credible, whereas in written contexts, less personable speakers tend to be perceived as more credible (Demirdögen, 195).

These studies underscore the multifaceted nature of ethos assessment.

Ethos is not entirely malleable; a substantial portion of it is derived from the speaker's credentials (e.g., Dr. Smith, Jane Doe, M.B.A., or the recognition of a well-known name like Oliver Sacks), demonstrable expertise, sources, and confidence. These elements are intrinsic to a credible and well-researched individual, rendering ethos more of a rhetorical necessity than a mere strategy.

Logos: The Logical Framework

Logos is the appeal to an audience's sense of logic. It typically relies on facts, statistics, and their interpretations, as well as references to past judicial decisions. Logos serves as the foundation of any persuasive argument, amplifies ethos appeals, and introduces pathos appeals. In Felicia Walker's examination of "The Rhetoric of Mock Trial Debate," she observes that logos is prominently used throughout trials, with a particular emphasis during closing arguments. This selection process highlights the role of logos as the skeletal structure of an argument. Just as our skeletal system provides support, logos addresses issues and presents solutions. However, like a skeleton, it remains frail and ineffectual without the complement of other elements. An argument relying solely on logical thought is unlikely to motivate individuals to take action, assuming that action is the goal.

The Power of Pathos: Stirring Emotions

Pathos, on the other hand, appeals to an audience's emotions. It is often conveyed through storytelling, personal narratives, or hypothetical scenarios. The effectiveness of pathos is evident in various domains, from political campaigning to advertising and social justice documentaries. Michael Frost's research in 1994 revealed that lawyers who incorporate pathos into their arguments tend to be more successful. Contemporary lawyers even study over 2,000 Aristotelian rhetorical principles to harness the power of pathos (5).

Renowned public speaker Andrew Dlugan contends that the skillful utilization of pathos equates to effectively connecting with one's audience ("18 Paths to Pathos," 2010). Pathos injects life into an argument, elevates logical reasoning (logos), and incites action. It serves as the lifeblood of persuasive discourse, transforming what was once a skeletal structure of logic into a compelling and relatable narrative.

The Interplay of Ethos, Logos, and Pathos

While ethos is unquestionably vital to any persuasive communication, it is logos and pathos that warrant closer examination in the context of hierarchy. To ascertain the relative importance of pathos and logos, one must consider whether humans are inherently driven by logic or emotion.

Humans are born with six basic emotions: anger, fear, joy, disgust, sadness, and surprise. The acquisition of other emotions, such as shame or guilt, is contingent upon self and social awareness ("What are Emotions," 2010). In essence, humans are naturally emotional beings, while critical thinking and logic emerge through experience and observation of repeated sensory associations. Therefore, humans are not inherently predisposed to critical thinking. This is evident in group settings where emotional arguments can lead to "mob mentality," a phenomenon heavily influenced by pathos ("Ethos Logos Pathos").

However, when individuals are removed from the influence of peer pressure, emotional arguments tend to falter. A notable example is a viral YouTube video featuring Joey Salads conducting a social experiment with a "Black Lives Matter" sign in predominantly Caucasian and African-American neighborhoods ("Black Lives Matter vs All Lives Matter"). Salads' video primarily relies on pathos, devoid of substantial logos or ethos. The overwhelmingly critical response from viewers demonstrates that, in isolation, people are more discerning and critical of emotional appeals, ultimately undermining the persuasiveness of the argument.

In essence, humans are inherently emotional, and while emotional appeals are potent in group settings, they often fall short when individuals are removed from the influence of social pressures. On the contrary, logical reasoning, represented by logos, remains a fundamental element that underpins persuasive communication. When combined with ethos and pathos, logos provides the structural framework, while pathos breathes life into the argument. Together, these three elements constitute a cohesive and persuasive argumentative strategy. The exclusivity of one appeal over the others is untenable, as they function synergistically to engage, inform, and motivate the audience. Ethos, logos, and pathos are not competing entities but rather interdependent components that collectively create a robust and compelling rhetorical arsenal.

Conclusion

The study of rhetoric and persuasive communication reveals that ethos, logos, and pathos are integral to effective persuasion. Ethos serves as the foundation of credibility, while logos provides the logical framework, and pathos injects the emotional element that engages and motivates the audience. While it is tempting to consider a hierarchy among these appeals, the inherent emotional nature of humans and the necessity of credibility in persuasion suggest otherwise. Ethos is a fundamental prerequisite for any persuasive endeavor, and the interplay of logos and pathos, rather than a strict hierarchy, shapes the dynamics of effective rhetoric.