Importance of Ethos, Pathos and Logos in Business Communication

This essay explains the importance of Ethos, Pathos and Logos in Business Communication. It highlights specific examples of how these factors are applied in modern business communications and digital business communications. The essay also shows the related concepts that are applied to digital business communications while using Ethos, Pathos and Logos.

Running head: BUSINESS COMMUNICATION
BUSINESS COMMUNICATION
Name of the Student
Name of the University
Author Note

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The ethos, pathos and logos are the necessary factors that needs to be used while
communicating with the respected audiences by the authors (Ting 2018). These three factors
form relation between the audience and speakers. The essay will highlight the proper
explanations of ethos, pathos and logos. It will also highlight the specific examples of how ethos,
logos and pathos are applied to modern business communications. It will also show the related
concepts that are applied to digital business communications while using ethos, pathos and logos.
However, the essay will evidence that the three factors are well important for the development
and persuasion between the audiences and the author.
Ethos is a Greek word for character. even the word ethic is derived from ethos. Ethos in
terms of communication can be developed by selecting a particular language with proper level of
vocabulary. It is mandatory to choose the appropriate language that can be understood by the
audience and even for the topic. The proper use of grammar, syntax, and the proper way to
introduce the expertise is also a fair way to present in front of others. Ethos is necessary for any
individual to convince the audience with the ethical appeal and character of the author.
Pathos is used by the authors to raise understanding and get a positive feedback from the
audience. This is specifically done to grow interest and the feeling in the audience that the author
is willing to ex[press from his speaking. Pathos is a Greek word for suffering and experience.
Pathos is a kind of emotional appeal to persuade the audience to appeal to their emotion. pathos
can be developed by using the meaningful language, emotional tone, emotion evoking, previous
emotional events or kind of implied meanings.
Logos can be considered to the logical appeal that is used b y the speaker to convince the
audiences with a logic or reason. Logos is a Greek word for word, in simple the word behind any

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concept to define the inner meaning of the expression. later the word logic was derived from
logos. Constructing logical arguments, use of proper literal analogies, citing facts and the
abstract language and advanced communication can be used to organize logos.
Therefore, the above ethos, pathos and logos are an essential factor to persuade the audiences
and present a perfect relation with the audience and enhance the communication mode. It also
ensures that the message that the author is trying to forward to his or her audience is being
reflected correctly.
The use of pathos can be shown with an example of Starbuck’s coffee that used bottled
water with an argument to raise awareness regarding the shortage of clean fresh water. This has
been used as an pathos promotion of the brand as it communicates that the people should focus
on water hygiene and sanitation programs in the developing countries. It was clearly understood
by the people that the stress is being offered in water which is being emotionally attacked.
For example, in ethos when in a conference any senior executive speaks with his
experience . It can be an ethical appeal served by the speakers experience (White 2016). As here
the other audience will be more focused towards the author and influenced with his approach of
experience. In this case the author generates sympathy among its audiences.
In a business, logos can be used for an argumentation to persuade the audiences. For
example, researchers uses his evidences and data to proof his readings and findings. The
situation can be marked as argumentative and as a prove to his search the speaker can use to
influence his audiences.
The business surrounding is based on the element of communication. Communication is
an important part of business as most of the process and operation would not have taken place

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without it (Bharadwaj 2017). The ethos is considered to be the character that influences the
audiences. In the context of digital business ethos, pathos and logos are an important element
that needs to be mixed in the right proportion to gain the attention and the sympathy from the
audience. Character is well important and the kind of communication language and self-
presentation is essential in business communicator. Similarly there is an importance to offer a
state of logical sense and create it in the information to present it to others. For example, while in
a business meeting over video conference it adheres to the proper use of logical statements and
vocabulary to make it easier to understand for the audiences (Baccarani and Bonfanti 2015). The
use of pathos is also important in digital business communication as it applies the skill of the
information that is being put forward by the speaker to its audience with the level of expertise,
trustworthiness, and empathy. The strong prioritize of the expense of expressing the words
interestingly to the audience shows the ability to incorporate empathy in the discourse.
The application of the three elements in the right way ensures that the business is
emplaning to build credibility and show the focused responsibilities, caring nature of the
corporations using language and unique images. It investigates the linguistic representation and
the potential of an untapped resource.
From the above discourse, it can be concluded that the three elements are essential for a
business communication in the digital sector. The certain arguments, characters and emotional
appeals are being presented to persuade the audience. The above essay describes the examples of
each of the elements to persuade in the business communication. There is certain importance in
the digital business communication with the three elements. this needs to be implicated in the
business with proper ability to increase the efficiency and effectiveness of the business. The
three factors allow deeper development and support for the persuasion that is being expressed.

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References
Baccarani, C. and Bonfanti, A., 2015. Effective public speaking: a conceptual framework in the
corporate-communication field. Corporate Communications: An International Journal, 20(3),
pp.375-390.
Bharadwaj, A.V., 2017. Constructing Communication Strategy Templates for Managerial
Persuasion and Argumentation Cases. International Journal of Marketing & Business
Communication, 6(1).
Ting, S.H., 2018. Ethos, Logos and Pathos in University Students’ Informal Requests. GEMA
Online® Journal of Language Studies, 18(1).
White, M.S., 2016. Culture Propels the Intersection of Ethos, Pathos, and Logos with Innovation
and Entrepreneurship. Journal of Systemics, 14(3), pp.1-6.