9.4 Persuasive Messages
Persuasion is an act or process of presenting arguments to move, motivate, or change your audience. Aristotle taught that rhetoric, or the art of public speaking, involves the faculty of observing in any given case the available means of persuasion. Persuasion can be implicit or explicit and can have both positive and negative effects. In the professional world honing persuasive strategies is vital to your livelihood when the reward is a sale, a promotion, or merely a regular paycheque.
Persuasion begins with motivation. If persuasion is a process and your audience’s action (e.g., buying a product or service) is the goal, then motivating them to accept an argument or a series of positions leading to the decision that you want them to adopt helps achieve that goal. No matter what, you want your audience to stick around long enough to read your whole piece. How do you manage this magic trick? Simple- you appeal to them! You get to know what sparks their interest, what makes them curious, and what makes them feel understood. Aristotle provided us with three ways to appeal to an audience, and they’re called logos, pathos, and ethos. You’ll learn more about each appeal in the discussion below, but the relationship between these three appeals is also often called the rhetorical triangle as shown in Activity 9.3.
Activity 9.3 | The Rhetorical Triangle
Pathos
Latin for emotion, pathos is the fastest way to get your audience’s attention. People tend to have emotional responses before logical ones. Be careful though. Too much pathos can make your audience feel emotionally manipulated or angry because they’re also looking for the facts to support whatever emotional claims you might be making so they know they can trust you.
Logos
Latin for logic, logos is where those facts come in. Your audience will question the validity of your claims; the opinions you share in your writing need to be supported using science, statistics, expert perspective, and other types of logic. However, if you only rely on logos, your writing might become dry and boring, so even this should be balanced with other appeals.
Ethos
Latin for ethics, ethos is what you do to prove to your audience that you can be trusted, that you are a credible source of information. (See logos.) It’s also what you do to assure them that they are good people who want to do the right thing. This is especially important when writing an argument to an audience who disagrees with you. It’s much easier to encourage a disagreeable audience to listen to your point of view if you have convinced them that you respect their opinion and that you have established credibility through the use of logos and pathos, which show that you know the topic on an intellectual and personal level.
You can also gain ethos through your use of sources. Reliable, appropriate sources act as expert voices that provide a perspective you don’t have. Layout, graphic design choices, white space, style and tone: all of these factors influence your ethos.