What is Rhetoric?

Originally derived from the Greek language, rhetoric is one of the three original liberal arts. Having undergone various transitions in its 2500-year history, today it is defined as the study of effective speaking and writing; also known as the art of persuasion.

According to Aristotle, rhetoric is “the ability, in each particular case, to see the available means of persuasion”. He further lists three rhetorical appeals, also known as the three main forms of rhetoric: Ethos, Logos, and Pathos.

Ethos is appeal based on the character of the speaker, thus the document relies highly on the reputation of the speaker or author. In a way it describes the audience’s perception of the authors credibility and authority.

Logos on the other hand is appeal based on logic or reason. Its true effect on the audience stems from the fact that a logical argument convinces its audience due to the perceived merit and reasonableness of the claims and proof offered in support of the overall thesis, rather than the emotions it produces on the audience, or because of the speaker’s credentials.

Ultimately, Pathos is an argument based on emotion, playing on the audience’s sympathy, fears, and desires. It appeals to the audience’s sense of identity, their self-interest, and their emotions. Most commonly used in advertising, the consumer is swayed through the emotional messages within the context of the ad.

Thus each of the three appeals of rhetoric should be used in context to its audience and how best to persuade them.