Logos sometimes comes in the form of literal analogy. These facts and figures declare the urgency of their policy. Politicians routinely cite statistics to back up their political agenda. The structure is logical.Ī contemporary, obvious example of logos is seen in politics. Never mind that one of the premises might be a fallacy. The conclusion appears sound based on the premises. That is to say it’s a three-line logical argument based on deductive reasoning. Examples of logosĪristotle himself gives a great example of logos at its most fundamental level. There's the potential for exploiting the logical fallacies of competing ideas.Ī logical appeal can gain strength by undermining competing ideas. With that in mind, logos can be argumentative. We want data from credible sources to back up what is being said, so we can believe it. Logos appeals to our need for things to make sense. It shows the speaker is informed about the subject matter at hand. It focuses on the details of the message presented to make it credible. Or at least the reasonable simulation of one. Logos is about presenting a logical argument. By speaking of unorthodox success, he becomes credible. By bringing himself down to the level of the audience, he becomes relatable. Jobs tells a story that builds up a trustworthy persona. He drives this home by saying “your time is limited, so don’t waste it living someone else’s life.” So you should do what you’re passionate about now, while you can. You will die someday, and nobody knows when. The experience validated his choices, because it reminded him that change is inevitable. He describes his pancreatic cancer diagnosis and recovery, and how death helps life by being its antithesis. Jobs furthers his authority on “life” by talking about confrontation with death. And despite some of his decisions that seemed suspect at the time. We see that he has been successful, despite dealing with adversity. How he moved between companies, never settling.
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Then he moves on to speak about the ups and downs of his professional experience. But later on, it helped him work on font design and branding at Apple. How none of this made much sense at the time from a practical perspective. Jobs speaks about dropping out of college and studying calligraphy. They give him an air of unimpeachable credibility.īut even more important is the way he tells the story of his humble origins and unorthodox path to success. These broad entrepreneurial achievements are mentioned in his speech. Jobs played instrumental roles not only at Apple, but also NeXT and Pixar. In it, Jobs crafts a powerful appeal to ethos in two ways.įirstly, there is the fact of his incredible success. Take Steve Jobs’ aforementioned “How to live before you die” speech. And ethos appeals to our fundamental need for credible authority. We might listen to someone we consider amoral or under-informed out of fascination. On the other hand, think about those times you go against your better wisdom and “read the comments” on YouTube. And you may well find some merit in their argument. You should be inclined to trust what they are saying is at least worth reading. They have a doctorate from a prestigious institution. Say you read an article about climate change written by a scientist. Effective use of ethos makes the audience feel the speaker is a reliable source of information.Įthos forms the bedrock of any rhetorical argument. They must appear both intelligent and trustworthy. To get people to listen, the speaker needs to be seen as an experienced and moral figure. Indeed, the word “ethics” is derived from ethos. And it’s about presenting an argument with ethical appeal. It’s about establishing the speaker’s credibility, so you can believe what they say. Pathos means experience or sadness and it is an appeal to emotion. Logos means reason and it is an appeal to logic. Ethos means character and it is an appeal to moral principles. In his book Rhetoric, he defined these 3 Greek words.Įthos, Pathos, Logos are modes of persuasion used to convince others of your position, argument or vision. Way back in the 4th century B.C.E., the ancient philosopher Aristotle understood the power of these 3 modes of persuasion.
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The short answer: It appealed to the full range of human responses. In it he told people to do what they were passionate about.
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Take Steve Jobs’s well-known “ How to live before you die” speech at the Stanford Commencement Address in 2005. To do so, they need to convince people of their vision. Leaders need to prove they are worthy to lead.
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