This is How to Be More Persuasive Using Rhetorical Appeals

The elementary school I went to was open-concept, meaning there were no walls between classrooms, only dividers. Which is probably why I am able to now focus and concentrate in even the loudest of environments. While the layout of my elementary school has nothing to do with today’s blog post about rhetorical appeals, I do mention it for a reason. That being that the open-concept structure meant that right smack dab in the middle of it was a little library. Being a curious little kid, I would always stop and look at different books. I always found myself drawn to the ones about sports or dinosaurs or…the Bermuda Triangle! I cannot tell you how many times I read the book about the Bermuda Triangle – there was just something about it that sucked me in – pun intended. Speaking of triangles, I have recently been studying a different type of triangle – the rhetorical triangle which is made up of a trio of rhetorical appeals.

And now that I have a good understanding of the rhetorical appeals, I now understand why I was sucked in by the Bermuda Triangle. I also now understand why my little 8-year-old self experienced a disturbing experience courtesy of the Bermuda Triangle – more on that later!

First, let’s introduce rhetorical appeals by first answering a few questions…

What is Rhetoric?

The Oxford English dictionary defines rhetoric as: “The art of effective or persuasive speaking or writing.”¹ In other words, it is presenting your words in a persuasive way.

What are Rhetorical Appeals?

Rhetorical appeals are a tool that can be used by speakers or writers to help you formulate your message in a persuasive way. By using rhetorical appeals you will be able to make your message more persuasive to your audience, and to your way of thinking.

Where Did Rhetorical Appeals Originate?

Even though he didn’t utilize the concept of a triangle to represent them, the three rhetorical appeals that make up the rhetorical triangle came from Aristotle.

In his book, aptly named Rhetoric, Aristotle introduced three strategies of persuasion that should be used to make an argument. The three strategies or rhetorical appeals being logos, ethos, and pathos. Let’s discuss each of the three in turn…

Logos

The first appeal is logos, which refers to the logical part of the argument. Here you utilize reasoning, either inductive or deductive, to create your message. By using facts, data, and logic you attempt to appeal to your audience’s reason. For example, a TV commercial saying toothpaste X removes 30% more plaque.

Ethos

The second appeal is ethos, which refers to the credibility or authority of the speaker or the writer on the subject. Credibility comes from the speaker or writer’s character, perceived intelligence or goodwill. For example, a dentist hawking toothpaste in a TV commercial for toothpaste X. This can be accomplished in a myriad of ways such as mentioning your expertise/pedigree in an area, doing research and citing sources, using appropriate jargon etc.

Pathos

The third appeal is pathos, which refers to the use of emotional appeals to tug at the heartstrings of the audience. This is accomplished in a variety of ways including using stories, humor, imagery, tone of voice, metaphor, amplification or any other method that affects the emotions of the audience. For example, using the fact that toothpaste X will make your teeth whiter and thus make you more attractive.

While Aristotle Believed That…

Logos was the most important, it all depends on the persuasive argument that you are trying to make. Sometimes, you can make an argument with just one of the three rhetorical appeals, other times you need at least two of them, and sometimes you need all three. The reason that the 3 rhetorical appeals are represented by an equilateral triangle is that typically the best and most persuasive arguments contain all three rhetorical appeals.

Speaking of Triangles, Let’s Look at Another Interesting Example…

…of the rhetorical triangle at work with a triangle that many of you can probably relate to – Doritos! In particular, let’s analyze one of the most popular (and controversial) Super Bowl commercials ever in terms of logos, ethos, and pathos.

Here is the commercial:

In terms of logos, ethos, and pathos – this commercial is slanted to appeal to the emotions of the audience. The intent of the commercial was to use humor to persuade the audience to buy Doritos. However, there were many, including a pro-choice group on Twitter who called “the ad sexist” and said it used the “tactic of humanizing fetuses.” ² I am not using this example to debate whether or not the commercial was done in good or bad taste. Instead, I am using it as a cautionary example of the need to be careful when using pathos to persuade an audience in terms of how they may react.

How to Use Rhetorical Appeals – Use it or Lose It

While we could into a lot of detail on how to use rhetorical appeals, none of you will remember it. So, instead, let’s simply give a few questions for you to consider when using each of the 3 appeals.

Logos

  What is my idea and how will I present it logically? (anecdotes, data, graphs etc.)

  What can I do to back up and support my claims? (quotes, facts, expert opinions etc.)

Ethos

  What is my intent? (am I trying to entertain/sell/educate/provide information/get them to do something/change their mind)

  Who am I as the writer/speaker? (where does my expertise come from/where do I stand on such and such an issue/how can I show they can trust me)

Pathos

  Who is the audience and what do they want from me? (what do they already know/their preconceptions/their interests/what they need to know)

  How can I connect with them emotionally? (things we have in common)

Back to the Bermuda Triangle…

So, there I was, an 8-year-old pipsqueak full of piss and vinegar with just enough so-called knowledge of the Bermuda Triangle to make me dangerous. The book that made me a self-proclaimed expert on the Bermuda Triangle, like the Doritos commercial above, appealed to the pathos of its audience, in this case – me! At the time, I was too young to really be concerned about ethos and just assumed all authors were credible. As for logos, it all seemed logical to me. The disturbing occurrence happened when my parents told us that we were going to take a family vacation to Florida for Spring Break. Rather than be excited (and having bypassed the geography section of the library) my initial thought was not excitement but rather panic…

“Does that mean that we have to fly through the Bermuda Triangle?!?!”

Fast forward to today and when I read articles about the Bermuda triangle, I am more persuaded by logos and ethos. My emotions are no longer swayed by unverifiable, dubious or exaggerated accounts of the Bermuda Triangle by authors with sketchy ethos.

Instead, I am now more persuaded by:

The logos used by Lawrence David Kusche, author of The Bermuda Triangle Mystery: Solved (1975) who shows that the number of boats or airplanes that have disappeared from the Bermuda Triangle are no greater in proportion than any other part of the ocean. I kid you not!

Or the pathos and logos of the World Wide Fund for Nature who did a study on the 10 most dangerous waters for shipping that did NOT include the Bermuda Triangle.

A friend of mine texted me last week and asked if I wanted to go on a cruise to the Bahamas in the New Year. Despite knowing that the Bermuda Triangle is a hoax, the first question I asked wasn’t “is alcohol included?” but rather, “does that mean we have to sail through the Bermuda Triangle?”

Until next time, use rhetorical appeals, beware of the Bermuda Triangle, be careful how you use pathos…and as always…PYMFP!
–Rick

When to Use It:

There are a few ways you can use rhetorical appeals, when:

  Giving presentations or speeches.
  Writing.
  Observing presentations, speeches, commercials or when reading.

What Do You Think?

Have you used rhetorical appeals when speaking or writing? Will you be more mindful of it in your interactions with others or when people are trying to persuade you? Please share your thoughts in the comments below!

 If you enjoyed this post, it would mean the world to us if you shared it with people you care about via any of the social media platforms below!

Popular Previous Posts:

Time Psychology: Orienting Around the Past/Present/Future
Making Introductions – This is How to Do It!
12 Leadership Tips from Former Navy Seal Jocko Willink

References

1 https://en.oxforddictionaries.com/definition/rhetoric

2 https://www.cheatsheet.com/money-career/the-most-controversial-super-bowl-ads-that-ever-aired.html/

Lawrence David Kusche: The Bermuda Triangle Mystery — Solved. London: New English Library, 1975. 252 pp.

https://www.csmonitor.com/Science/2013/0610/Bermuda-Triangle-doesn-t-make-the-cut-on-list-of-world-s-most-dangerous-oceans

An Introduction to the Rhetorical Triangle and Rhetorical Appeals – Northern Arizona University – https://slideplayer.com/slide/6997316/

https://louisville.edu/writingcenter/for-students-1/handouts-and-resources/handouts-1/logos-ethos-pathos-kairos

http://www.public.asu.edu/~jvanasu/rhet-triangle.htm