THE EQUATION FOR PERSUASION
THE EQUATION FOR PERSUASION
The magic of Logos-Pathos-Ethos
The Greek philosopher Aristotle believed that one of the keys to human excellence is habituation – if you force yourself to do something the right way long enough, it becomes second nature. Today, this is not a novel concept.
More than two thousand years ago, Aristotle outlined three essential components of effective persuasion in his book On Rhetoric: logos, pathos and ethos.
These concepts are as fresh as the day they were written. Use them well, and you’ll win your listener’s hearts and minds.
Speak with Logic (Logos)
Primary to Aristotle’s framework is logic (logos). He wrote, “Persuasion occurs through the arguments when we show the truth or apparent truth from whatever is persuasive in each case.” And his appeal to logos can be achieved in at least two ways: linear reasoning and factbased thinking:
Linear reasoning. While this reasoning can take many forms, it is often easiest and most effective to lay out a number of independent pieces of the problem and then link those pieces to their respective causes and solutions.
Think of this as a series of five or six parallel chains holding your speech in the air. If one of the chains breaks (is unpersuasive to a given listener), the other four may still hold and inspire action. In building the chains, however, each must link through the entire speech – problem to cause, cause to solution, and solution back to problem.
Fact-based thinking. Mix individual stories with statistics, and incorporate hard, verifiable facts. One of the best ways to ensure that your thinking and your speech are based in fact is to cite credible sources for your assertions, particularly assertions that may be unfamiliar to the listener. Using sources effectively can buffer your fact base and cement your credibility. Do your research, and the effort will shine through.
Speak to the Heart (Pathos)
Complement this logic with an appeal to the emotions, or pathos. Fair and effective use of emotional appeal is often the difference between a compelling speech and a forgettable one. It prepares listeners to accept your message and compels them to act.
Structurally, pathos and logos work in tandem. It is often advisable to start a speech with a funny or heart-warming story and then follow with logic and fact; the same structure is useful throughout the speech. Long stretches of emotional material drain and desensitize listeners.
Likewise, endless chains of logic may bore them or exhaust their mental capacities. Interspersing the two creates balance, touching listeners’ hearts and engaging their minds.
In coordinating these appeals, however, conscientious speakers must refrain from manipulation or attempts to obscure rather than complement logic.
As Chip Hall says, “While it’s morally wrong to manipulate the emotions of your audience, making them feel, in a responsible way, can open their eyes to the plight of those affected by your speech topic.”
Never blind your listeners with emotion – use pathos to open their eyes.
Finally, remember that emotion works both ways –just as you can inspire empathy for a problem or victim you can also evoke anger toward the cause of that problem.
There is room for both when the rhetoric is handled carefully and responsibly. If someone or something deserves blame, there is nothing wrong with pointing that out. But handle accusatory rhetoric with caution –the last thing you want is to arouse negativity where it isn’t needed or useful.
Speak from Authority (Ethos)
Finally, the capstone of Aristotle’s rhetorical triad is the appeal of credibility, or ethos. You can create this appeal in three primary ways: using external sources, relying on your own history and character, and showing passion.
- You can generate authority quickly and effectively through the use of credible external sources – the same sources used to build a fact base and satisfy the appeal to logic. Cite organizations or individuals that carry intellectual weight, and rely on the statistics and stories of those with a history of neutrality and accuracy.
- Generate authority through your own experience and character. “Since rhetoric is concerned with making a judgment,” wrote Aristotle, “it is necessary not only to look to the argument, that it may be demonstrative and persuasive, but also [for the speaker] to construct a view of himself as a certain kind of person.” If you are an expert, let your reputation precede you. If you are a generally honest and fair person, your reliability may be the only credibility you need. Work hard to build a solid reputation and it will enhance your performance at the podium.
- You have to care about your topic if you want your audience to do so. In the words of two-time U.S. national persuasion finalist Alex Brown, “Speaking with passion is most important. You may have a well researched, intelligently crafted script, but the audience must see that your words come from your heart or true persuasion is all but impossible.” When you believe, others will follow.
Source: Article written by John Coleman