Aristotle’s Three Modes of Persuasion
“Don't raise your voice, improve your argument."
Desmond Tutu
Aristotle (384-322BC) was an influential thinker, philosopher and sage, of Ancient Greece. He was a student of Plato, and a teacher of Alexander the Great. Aristotle defined 'The Three Modes of Persuasion’ for effective communications, especially communications from a speaker or writer to an audience.
Key Points
The essential ingredients of successful communications:
Ethos - The integrity of the communicator.
Pathos - The emotional effect (of communicator and message) on the listener/reader/audience.
Logos - The relevance and strength of the message content.
Ethos - integrity of the communicator.
Vocal style, body-language, passion, and enthusiasm
Humility, modesty, empathy, sensitivity, concern for audience
Trustworthiness, experience, reputation, credibility
Technical expertise, knowledge, and skills
Qualification, reliable referee opinion, evidence of reputation/claims
Appropriateness, suitability of style/approach for situation
Pathos - emotional effect on listener/audience
Attention-grabbing, and impactful-(AIDA-Attention, Interest, Desire and Action)
Involving, engaging, audience is attracted and drawn in
Sensitivity, empathy, concern for audience and likeability
Passion, enthusiasm, believability, and credibility
Inspirational and motivational impact
Invites or encourages action, makes it easy to act or decide
Logos - relevance and strength of the message content
Well-structured presentation and meaningful and relevant
Clear, in language and terms that the audience will understand easily
Achievable, transferable, applicable, and usable for audience
Logical, cohesive, demonstrates cause and effect
Realistic, believable, appropriate scale and timings
Includes tangible measurable positive outcomes
Supported with facts and figures, referenced, proven, and convincing
Balanced, includes pros and cons, and unbiased
Accentuates the positive - gives reasons 'to do', instead of reasons 'not to do'
Memorable, can be absorbed and interpreted
Suggested Reading
Thank You for Arguing: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion by Jay Heinrichs
Point of Reflection
“It’s hard to win an argument with a smart person, but it’s damn near impossible to win an argument with a stupid person.”
Bill Murray
“No amount of evidence will ever persuade an idiot."
Unknown