Besides the persuasive models introduced in this chapter, many more exist. One of the oldest and best-known modes of persuasion comes from Aristotle (384–322 BC). The Greek philosopher identified four components of persuasion: ethos, pathos, logos, and kairos.

27 Ethos describes the merit, character, and expertise of a speaker. Persuasion is possible when the audience believes that the persuader is credible and has a good reputation. For instance, we tend to believe a successful coach speaking about training methods. Testimonials in advertising by people we respect are an example of ethos.

Pathos describes an emotional appeal. It means the style of delivery—for example, when a speaker exhibits passion and uses colorful metaphors, language, attention getters, and more. When successful, pathos triggers feelings in the audience intended by the speaker, such as empathy or outrage.

Logos describes a rational appeal. It is the persuasive technique of an argument based in logic and appealing to the audience’s intellect. Logos requires us to support our ideas with sound reasons, relevant statistics, and other solid evidence.

Kairos suggests that persuaders consider the timing and setting of an argument, that is, the “right moment.”

As experts point out, most persuaders skillfully weave all four tactics into a seamless, effective persuasive message.28 In reputable publications such as The Wall Street Journal and The New York Times, and highly regarded news media such as CBS, ABC, and PBS, expect logos to dominate the generally “civilized” debate. Contributors featured in these media generally rank high on ethos. On the political fringes, however, be they left- or right-leaning, pathos dominates over logos. Similarly, expect a lot more pathos than logos in advertising.

Your Task. Look for persuasive messages: speeches on YouTube or opinion pieces such as editorials or blog entries. Examine them for ethos, pathos, and logos. The discussion of rational and emotional appeals in this chapter might be helpful. Jot down your observations and bring your notes to class. If your instructor directs, submit a written interpretation discussing the ethos, pathos, logos, and kairos of a speech, an ad, or an opinion piece.