The Rhetorical Triangle
Definition: The Rhetorical Triangle is a method - devised by the Greek philosopher Aristotle - to explain how to communicate in the most persuasive manner possible.
The Rhetorical Triangle is based upon communicators expressing themselves by means of three methods: Ethos, Logos and Pathos.
Ethos
Ethos is a derivative of the ancient Greek word Etho, which means habit, character, behaviour. Consequently, Ethos now refers to the character, behaviour and habits of the speaker.
More specifically, it means that effective communicators strive to establish their credibility with audiences, by referring to their past relevant experiences, qualifications and learning.
In practice, it is better to have someone else tell the audience of the fine qualities of the speaker, since, if speakers spend too much time telling audiences how brilliant they are, it can make them sound egotistical.
If speakers want to prove their own authority, then they should put limits on Ethos, and give audiences only sufficient evidence to conclude that the speaker is worthy of respect.
Logos
Logos is the logic that underpins a speaker's content. Logic is the method of reason. If speakers want their audiences to believe their message is true, then they must provide reasons to believe.
There are four ways to present good reasons for your views. By reference to:
- Observed facts, and statistical evidence.
- Appeals to agreed moral and scientific laws.
- Appeals to historical precedent.
- Painful and pleasurable consequences associated to the application or violation of the speakers' conclusions.
By using one or more of these methods, effective speakers give logical justifications for their views.
Pathos
Pathos is the emotional component of messages. Human minds possess strong emotional elements, and Pathos is designed to appeal directly to them.
Effective speakers use colourful language, to spice up their content and to make it more emotionally dramatic, and therefore more interesting and memorable.
Pathos can be added by using:
- Colourful adjectives. "The noble gases are haughty and don't like to mix with the common elements"
- Emotional adjectives. "Climate change activists paint pictures of fearful futures"
- Metaphorical phrases, "The Calvary cut through the enemy lines, like a hot knife through butter"
- Personal discloser, "My favourite Band is Freddie Mercury and Queen,"
Combine Ethos, Logos, and Pathos.
Effective communicators take conscious note of all three elements of communication and build them into their plans. Failure to do so causes failure.
A failure to build ethos causes a lack of credibility which causes the speaker to be ignored.
A failure to build Logos causes a lack of intellectual rigor which causes the speaker to make errors.
A failure to build pathos causes a lack of excitement, which causes the speaker to be boring.
Conclusion.
When considering what you are going to say or write, consciously build in elements of Ethos, Logos and Pathos.
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Rhetorical Triangle
The rhetorical triangle is a communication model used in business that says every persuasive message must blend credibility (ethos), clear reasoning (logos) and emotional pull (pathos). If you leave out any one of the three parts, the model no longer applies and your message loses power.
CG4D Definition
Context: Business communication
Genus: Model
- Contains the three parts ethos, logos and pathos
- Links each part to trust, reason and feeling
- Guides speakers and writers to blend the three parts in one message
- Ceases to apply if any part is missing
Article Summary
The rhetorical triangle shows that every strong message blends credibility, clear reason and vivid feeling; when you balance ethos, logos and pathos, people trust you, believe you and remember what you say.