The Art of

Rhetoric:
Learning How to Use
the Three Styles of
Persuasion

Rhetoric (n) - the art of speaking or writing

effectively.
According to Aristotle, rhetoric is "the ability to

see the available means of persuasion." He

described three main forms of rhetoric:
Ethos, Logos, and Pathos.
In order to be a more effective writer, you must
understand these three terms: (pay attention to
the colors)

Ethos
Ethos is persuading your audience based on
your own character and reputation.
Example: Commercials that try to sell a product
using famous actors and models as their
spokespeople.
Example from The Odyssey: Eurymachus and the suitors
are afraid when Odysseus reveals himself: You took my
house to plunder As they all took this in, sickly green fear
pulled at their entrails

Logos
Logos is persuading your audience by using
cool logic and rational explanation as well as
demonstrable evidence.
Example: Advertisements that try to sell a product by
offering evidence of its quality.

Example
from The Odyssey :
Odysseus
proving who he is to Penelope by describing how he
created their bedroom, a fact which no one would
have known.