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(PDF) Ethos, Pathos and Logos

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Added on  2021-05-30

(PDF) Ethos, Pathos and Logos

   Added on 2021-05-30

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Running head: ETHOS, PATHOS AND LOGOSEthos, Pathos and LogosName of the Student:Name of the University:Author note:
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1ETHOS, PATHOS AND LOGOSPersuasion is an important at of what the stories need to achieve and it is alsothe same place where an understanding of the roles played by the political rhetoricbecomes the main point. Rhetoric at its core is referred to an art of persuasion and isa power to make use of the device for verbal communication in order to change aperson’s mind through arguments and this has been a consistent interpretation forover 2000 years, ever since Aristotle, the Greek philosopher first detected the threemain forms of rhetoric- ethos, pathos and logos (Tran 2016). He described the powerof the ethos, pathos and logos in convincing the mind of the people. The “modes ofpersuasion” of Aristotle, which is otherwise known as the rhetorical appeals arecommonly known as the ethos, pathos and logos. These rhetorical appeals are themeans of persuading others in order to believe a specific point of view. Theseappeals are generally used in advertising and speech writing in order to sway theaudiences. This paper will elaborate on how these Aristotelian appeals of the ethos,pathos and logos have underpinned the persuasive communication for over the 2000years. It will describe these appeals with relevant examples of their application in themodern business communication and their importance in the digitalized world ofcommunication. As according to Aristotle, rhetoric refers to the ability, in each specific case, inorder to see the present means of persuasion. In modern days, business makes useof advertising their products and services and they consider it to be a communicationstrategy. The advertising appeals are used by the marketing and the advertisingprofessionals in order to cater the attention and to persuade the customers forbuying or acting (Berlanga, Garcia-Garcia and Victoria 2013). In the theory ofrhetorical appeal, the idea of appeal dates back to the Aristotle, the one who hadidentified the three primary appeals of communication, which are also known as therhetorical triangle. They are ethos, pathos and logos. In the modern language theyare known as appeal of credibility, emotion and logic respectively. The term ethos, which is sometimes also referred to as an appeal to theethics, is generally used as a means to convince the audiences through thecreditability or authority of the persuader, either be it a significant or an experiencedfigure in a particular field or be it a popular celebrity. In other words, it is thecredibility or trustworthiness of the speaker. It is essentially the credibility of abusiness man, which is the reason for which people must believe what he is saying.
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