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Modes of Persuasion

Notes on Video
  • 350 BCE Aristotle organized his Modes of Persuasion into three different categories that would help made things more appealing to audiences:
  • “Of the modes of persuasion furnished by the spoken work there are three kinds  :
    • Ethos - Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible
    • Pathos - Secondly, persuasion may come through the hearers, when he speech stirs their emotions
    • Logos - Persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments suitable to the case in question.”
  • Ethos: An Ethical Appeal
    • Greek for “character” - Persuading based of the character of the author
      • Does the author have credibility?
    • Establishing credibility, respectability, likeability, reputation, message quality.
    • In Graphic Design: Maintaining credibility through the use of messages. Celebrities can help sustain and upkeep credibility / persuasion, but they can also change with time!
    • Extrinsic Ethos: Reputation based on prior knowledge and / or assumptions (about the author) . Based on previous understanding of the author, how credible does something seem?
    • Intrinsic Ethos: The impression created by the text itself (when you encounter it). What was the quality / reliability of the product / experience, that I encountered?
  • Pathos: An Emotional Appeal
    • Greek for “Suffering / Experience” Persuading by appealing to emotions
      • Does the message connect with me emotionally?
    • Establishing emotional use of language, generates sympathy (with the subject), conjures one’s imagination, uses sensory details (showing rich visuals).
    • In Graphic Design: (hang in there kitty poster, calvin klein sexy add)
  • Logos: A Logical Appeal
    • Greek for “word” - Persuading through the use of reasoning and logic
      • Does the message based on facts, evidence, or logic?
    • Makes a clear statement, logical reasons, factual evidence to back one’s claims
    • In Graphic Design: (taxonomies, statistics, reports)

Collection:

Ethos:


Pathos:



Logos:



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