![]() The same is true of social media influencers, whose partnerships with brands can have huge financial benefits for marketers. Many viewers aspire to be like their favorite celebrities, so when they appear in advertisements, they're more likely to buy whatever they're selling to be more like them. Likewise, celebrity endorsements can be incredibly effective in persuading people to do things. For example, hearing the phrase, “As a doctor, I believe,” before an argument about physical health is more likely to sway you than hearing, “As a second-grade teacher, I believe.” The word ethos even comes from the Greek word for character.Īn ethos-based argument will include a statement that makes use of the speaker or writer’s position and knowledge. You can think of it as an appeal to authority or character-persuasive techniques using ethos will attempt to persuade you based on the speaker’s social standing or knowledge. Though you may not have heard the term before, ‘ethos’ is a common concept. Together, all four concepts have become the modes of persuasion, though we typically focus on ethos, pathos, and logos. The Sophists stressed the importance of structuring rhetoric around the ideal time and place. However, kairos was particularly interesting to the Sophists, a group of intellectuals who made their living teaching a variety of subjects. Rhetoric was primarily concerned with ethos, pathos, and logos, but kairos, or the idea of using your words at the right time, was also an important feature of Aristotle’s teachings. The concepts were introduced in Aristotle’s Rhetoric, a treatise on persuasion that approached rhetoric as an art, in the fourth century BCE. "Yes, Alexander, this will be on the test."Īs you might have guessed from the sound of the words, ethos, pathos, logos, and kairos go all the way back to ancient Greece. Read on to learn about what the modes of persuasion are, how they’re used, and how to identify them! They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising. The concepts of ethos, pathos, logos, and kairos are also called the modes of persuasion, ethical strategies, or rhetorical appeals. You might find the concepts in courses on rhetoric, psychology, English, or in just about any other field! Ethos, pathos, logos, and kairos all stem from rhetoric-that is, speaking and writing effectively.
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