Ethos, Pathos, and Logos
Whenever you read an argument you must ask yourself, "is this persuasive? And if so, to whom?" There are several ways to appeal to an audience. Among them are appealing to logos, ethos and pathos. These appeals are prevalent in almost all arguments. To Appeal to Logic (logos) | To Develop Ethos | To Appeal to Emotion (pathos) | Theoretical, abstract language Literal and historical analogies Definitions Factual data and statistics Quotations Citations from experts and authorities Informed opinions |
Language appropriate to audience and subject Restrained, sincere, fair minded presentation Appropriate level of vocabulary Correct grammar

| Vivid, concrete language Emotionally loaded language Connotative meanings Emotional examples Vivid descriptions Narratives of emotional events Emotional tone Figurative language | | Effect | | Evokes a cognitive, rationale response | Demonstrates author's reliability, competence, and respect for the audience's ideas and values through reliable and appropriate use of support and general accuracy | Evokes an emotional response |

Definitions
Logos: The Greek word logos is the basis for the English word logic. Logos is a broader idea than formal logic--the highly symbolic and mathematical logic that you might study in a philosophy course. Logos refers to any attempt to appeal to the intellect, the general meaning of "logical argument." Everyday arguments rely heavily on ethos and pathos, but academic arguments rely more on logos. Yes, these arguments will call upon the writers' credibility and try to touch the audience's emotions, but there will more often than not be logical chains of reasoning supporting all claims.
Ethos: Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer. Ethos is an effective persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what s/he has to say. For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what s/he is talking about. Likewise, when a judge comments on legal precedent audiences tend to listen because it is the job of a judge to know the nature of past legal cases.
Pathos: Pathos is related to the words pathetic, sympathy and empathy. Whenever you accept a claim based on how it makes you feel without fully analyzing the rationale behind the claim, you are acting on pathos. They may be any emotions: love, fear, patriotism, guilt, hate or joy. A majority of arguments in the popular press are heavily dependent on pathetic appeals. The more people react without full consideration for the WHY, the more effective an argument can be. Although the pathetic appeal can be manipulative, it is the cornerstone of moving people to action. Many arguments are able to persuade people logically, but the apathetic audience may not follow through on the call to action. Appeals to pathos touch a nerve and compel people to not only listen, but to also take the next step and act in the world.

Examples of Logos, Ethos and Pathos
Logos
Let us begin with a simple proposition: What democracy requires is public debate, not information. Of course it needs information too, but the kind of information it needs can be generated only by vigorous popular debate. We do not know what we need to know until we ask the right questions, and we can identify the right questions only by subjecting our ideas about the world to the test of public controversy. Information, usually seen as the precondition of debate, is better understood as its by product. When we get into arguments that focus and fully engage our attention, we become avid seekers of relevant information. Otherwise, we take in information passively--if we take it in at all.
Christopher Lasch, "The Lost Art of Political Argument"
Ethos
My Dear Fellow Clergymen:
While confined here in Birmingham city jail, I came across your recent statement calling my present activities "unwise and untimely."...Since I feel that you are men of genuine good will and that your criticisms are sincerely set forth, I want to try to answer your statement in what I hope will be patient and reasonable in terms. I think I should indicate why I am here in Birmingham, since you have been influenced by the view which argues against "outsiders coming in."...I, along with several members of my staff, am here because I was invited here. I am here because I have organizational ties here. But more basically, I am in Birmingham because injustice is here. Just as the prophets of the eighth century B.C. left their villages and carried their "thus saith the Lord" far beyond the boundaries of their home towns, and just as the Apostle Paul left his village of Tarsus and carried the gospel of Jesus Christ to the far corners of the Greco-Roman world, so am I compelled to carry the gospel of freedom beyond my own home town. Like Paul, I must constantly respond to the Macedonian call for aid.
Martin Luther King, Jr. "Letter from Birmingham Jail"
Pathos
For me, commentary on war zones at home and abroad begins and ends with personal reflections. A few years ago, while watching the news in Chicago, a local news story made a personal connection with me. The report concerned a teenager who had been shot because he had angered a group of his male peers. This act of violence caused me to recapture a memory from my own adolescence because of an instructive parallel in my own life with this boy who had been shot. When I was a teenager some thirty-five years ago in the New York metropolitan area, I wrote a regular column for my high school newspaper. One week, I wrote a column in which I made fun of the fraternities in my high school. As a result, I elicited the anger of some of the most aggressive teenagers in my high school. A couple of nights later, a car pulled up in front of my house, and the angry teenagers in the car dumped garbage on the lawn of my house as an act of revenge and intimidation.
James Garbarino "Children in a Violent World: A Metaphysical Perspective

Another Word about Ethos:
We already know that ethos means moral authority, but to explain it further and provide examples, when you use ethos in an argument, your goal is to convince your audience of your character, of your credibility. It is natural for us to accept the credibility of people whom we revere (admire). The converse is not so easy. In your speech, you must use ethos to impress upon your listener/reader the idea that you are worth listening to. In other words, not only the credibility of a speaker or a writer relies on his or her authority on the subject matter but also on the fact that how much he or she is liked and worthy of respect.
Example #1
“Doctors all over the world recommend this type of treatment.” People tend to believe the opinions of doctors in the matter of medical treatments.
Example #2
“If his years as a soldier taught him anything , it is that caution is the best policy in this sort of situation.”
A soldier’s opinion is more credible than an ordinary person’s opinion when it comes to violent situations.
Example #3
Ethos examples in TV ads are not only expressed in words. For instance, in a commercial for toothpaste, an actor puts on a white coat and talks about how that particular toothpaste is good for teeth. Putting on a white coat, an actor looks like a doctor and thus gains credibility as people consider a doctor’s remarks more credible than an actor’s.
More examples:
When I am the nominee, I will offer a clear choice. John McCain won't be able to say that I ever supported this war in Iraq, because I opposed it from the beginning. Senator McCain said the other day that we might be mired for a hundred years in Iraq, which is reason enough to not give him four years in the White House.
If we had chosen a different path, the right path, we could have finished the job in Afghanistan, and put more resources into the fight against bin Laden; and instead of spending hundreds of billions of dollars in Baghdad, we could have put that money into our schools and hospitals, our road and bridges – and that's what the American people need us to do right now.
Barack Obama Potomac Primary Night Speech February 12, 2008
"I have pledged myself and my colleagues in the cabinet to a continuous encouragement of initiative, responsibility and energy in serving the public interest. Let every public servant know, whether his post is high or low, that a man's rank and reputation in this Administration will be determined by the size of the job he does, and not by the size of his staff, his office or his budget. Let it be clear that this Administration recognizes the value of dissent and daring -- that we greet healthy controversy as the hallmark of healthy change. Let the public service be a proud and lively career. And let every man and woman who works in any area of our national government, in any branch, at any level, be able to say with pride and with honor in future years: 'I served the United States Government in that hour of our nation's need.'" John F. Kennedy State of the Union Message, January 30, 1961

Examples of Pathos:
Kimberly N. had a senior position at a charitable organization when her son was born. She planned for a six-week maternity leave, but her son was born with a life-threatening condition, and she ended up taking 12 weeks with partial pay. Kimberly’s supervisor was unhappy that she took such a long leave and refused to let her work part-time or from home. After going back to work, Kimberly had a terrible performance evaluation that contrasted sharply with her previous positive evaluations. She soon left her job, which significantly impacted family finances. Savings quickly dwindled, debts grew, and Kimberly filed for bankruptcy. A few months later, she found a part-time job at a lower level with no benefits but was laid off when the recession hit. She worries that future employers will question her period of unemployment.
An Argument for Parental Leave in the United States
Examples of Logos:
Apple has come down from $363 in February to $316 Monday. Furthermore, that masks the fact that the company is sitting on a ton of net cash. At the end of the last quarter, cash, securities and other liquid assets exceeded liabilities by $51 billion, or around $55 a share. This may top $60 by the end of this quarter.
So the cash-free stock price — the enterprise value of the business — may only be around $260.
That’s barely 10 times forecast earnings of $25 for the fiscal year ending in September. It’s just nine times next year’s forecast earnings. And it’s only around 2.3 times this year’s sales.
Brett Arrends "Is Apple Becoming a Value Stock." on Marketwatch.com June 21st 2011
Two major studies from military intelligence experts have warned our leaders about the dangerous national security implications of the climate crisis, including the possibility of hundreds of millions of climate refugees destabilizing nations around the world. Just two days ago, 27 senior statesmen and retired military leaders warned of the national security threat from an “energy tsunami” that would be triggered by a loss of our access to foreign oil. Meanwhile, the war in Iraq continues, and now the war in Afghanistan appears to be getting worse.
Al Gore "A Generational Challenge to Repower America" July 17th 2008