Rhetoric

There are three kinds of rhetoric or modes of persuasion that we were introduced to in our professional and technical writing class. These modes by definition are ethos (identity), pathos (emotion) and logos (logic). By interpreting these general definitions, ethos can be described as the identity factor of persuasion which gives our communication an identity by using such terms as “us”, “we” “them” or “I”. Pathos can be described as the emotional factor of communication which gives our communication feelings or senses which help us persuade our readers by tapping into their emotions. Logos can be described as the logical factor of communication which influences our readers by using facts, reasoning and intellect. When we communicate, we may be using either one form of rhetoric, or a combination of rhetoric to catch our reader’s attention. An example of ethos would be an automotive dealership stating “We provide the lowest auto retail cost and guarantee satisfaction on your purchase”. An example of pathos and logos would be a security alarm company that states “The security alarm system package provides your family safety and security by detecting intruders, fire and carbon monoxide and automatically alerts police or fire authorities”.