We communicate for different purposes and there are many manners in which we can communicate. And effective communication is one of the most important life skills one can deploy to get what one wants. A way to look at effective communication is to look at rhetoric.
When I teach rhetoric, at times students do not understand what it is. Here is a simple definition: “the art of effective or persuasive speaking or writing, especially the exploitation of figures of speech and other compositional techniques”. Basically, rhetoric refers communicating in an effective manner while using different strategies and techniques, keeping in mind the communicator’s purpose.
And one of the fundamental aspects of rhetoric is Aristotle’s rhetorical appeals, ethos, pathos, and logos. The framework of ethos, pathos, and logos is helpful when considering how you want to communicate. Each of these appeals tries to persuade and convince in a different way. Ethos refers to ethics and credibility. Pathos refers to feeling and emotion. Logos refers to logic and reason.
Let’s look at an example together. I recently started a little business selling ghee. For those who may be unfamiliar, ghee is a type of clarified butter that originates from the Indian subcontinent. My content strategy to convince potential customers to buy my ghee would benefit from considering rhetorical appeals. How would I be able to use the three different appeals?
Ethos (ethics and credibility): Ghee has been used since ancient times, and the Vedas called ghee “the foremost and the most essential of all foods”. Used for thousands of years in the Indian subcontinent, it is time to bring ghee to the 21st century.
Pathos (feeling and emotion): Cook with ghee, an ancient Ayurvedic clarified butter from the Indian subcontinent. Ghee can be used for all cooking purposes including sautéing, frying and baking. Use too and become happier, healthier, and wealthier!
Logos (logic and reason): Ghee has a higher smoke point than butter, meaning that it doesn't burn as quickly. Butter smokes and burns at 350°F (177°C), while ghee can withstand heat up to 485°F (252°C). This makes ghee a much better cooking agent than butter.
Aristotle’s rhetorical appeals are powerful. Depending on what you are trying to communicate and who the audience is, consider which appeals are appropriate. These appeals can bring your audience to your side. So, the next time you need to get a message across, consider ethos, pathos, and logos!
P.S.
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