The Art of Rhetoric:

Learning How to Use the Three Main Rhetorical Styles

Rhetoric (n) - the art of speaking or writing effectively. (Webster's Definition)

According to Aristotle, rhetoric is "the ability, in each particular case, 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. This site will help you to better understand their meanings and show you how to make your writing more persuasive.

Ethos

Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author.

Go to an example of an ethos-based site, and our explanation of what it is.

Logos

Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos-driven.

Go to an example of an logos-based site, and our explanation.

Pathos

Pathos is appeal based on emotion. Advertisements tend to be pathos-driven.

Go to an example of an pathos-based site, and our explanation.


Rhetorical appeals can be achieved through:

  • Visual Information Structure; this includes how the text looks on the screen. This is achieved through the appearance of such things as the titles and the headings.

  • Color; this includes the color of the text, the background, and the graphics. The contrast of the colors of each of these items is also important.

  • Graphic Images; this includes the other information in the document aside from the text. This is achieved through such things as icons, buttons, and photos.