Ethos, pathos, and logos are techniques of persuasion that form the rhetorical triangle. They are important components of all writing, whether we are aware of them or not. By learning to recognize logos, ethos, and pathos in the writing of others and in our own, we can create texts that appeal to readers on many different levels. Here is a brief overview of what each term means:

• Ethos: This refers to persuasion based on the credibility or authority of the speaker. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand. Ethos examples aim to convince the audience that the advertiser is reliable and ethical.

• Pathos: This refers to persuasion based on emotion. Pathos appeals to the emotions, trying to make the audience feel angry or sympathetic, for example.

• Logos: This refers to persuasion based on logic or reason. Logos appeals to the audience’s reason, building up logical arguments. It involves using facts and logical reasoning to support an argument and persuade an audience.

Collectively, these three appeals are sometimes called the rhetorical triangle. They are central to rhetorical analysis, though a piece of rhetoric might not necessarily use all of them.