Ethos, Pathos And Logos are classical approaches to persuasion that were described by Aristotle in the work On Rhetoric, published in the 4th century BC. They have long been considered fundamental techniques of influence and propaganda.
EthosEthos is an appeal to authority. This is invoked by factors such as reputation, credentials, association with institutions, achievements and industry jargon. For example, a public speaker might mention their link to prestigious institutions such as universities to establish their authority on a topic. Techniques such as using obscure language used by insiders in a particular field or industry may also help to establish authority.
PathosPathos is an appeal to emotion. It is invocated with framing designed to invoke emotions such as fear, empathy or a sense of justice.
Logos Logos is a logical argument or use of statements that appear to be logical such as the use of numbers.Next: Kairos
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