5/30/2023 0 Comments Ethos pathos logosEthos is your authority to speak on the subject, logos is the logical argument to support your idea and pathos is the emotion you use to win your audience over. Over two thousand years later his advice still rings true. Aristotle, the father of rhetorical theory, used the three modes of persuasion in his every speech – ethos, pathos and logos. Aristotle – ethos, pathos and logosĪnd here’s where we call on the tradition of the ancient Greek philosophers. By knowing your audience – their interests, biases expectations – you can go about crafting a talk or presentation that persuades. Just as you too can shift the dial on your audience’s interest in your idea. They understood that they needed to shift the prevailing groupthink at the time in order to achieve their political aims. It’s why speeches from great orators throughout history are rich in metaphor – think Churchill and his ‘sunlit uplands’ and Pankhurst with ‘I am a soldier’ in her great ‘Freedom or Death’ speech.īoth of these great orators built their followings by understanding their audience intimately. If you can make your audience feel something, you’ll connect with them in the moment. The behavioural scientists call feeling a form of thinking. You’ll need to connect with your audience emotionally as well as rationally. Your audience has to feel something about what you’re saying, as well as knowing that it makes sense. But you can give them the information they need to evaluate your idea. If you have an idea that matters, then the three pillars of influence that you need to consider are ethos, pathos and logos.īecause people persuade themselves. Or perhaps your goal is to change their perspective, to help them to shift their worldview on a particular issue. You could be giving a talk to change how people view themselves in your organisation. Your idea might be about persuading your audience to change their behaviour. If you’ve got an idea that you what to share, how do you persuade your audience to value your idea as much as you do? You might want to influence in the boardroom where your idea is one of several ‘right’ answers to a problem.
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