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Rhetorical Concepts: Logos, Pathos, & Ethos

Writer's picture: MelMel

Rhetorical execution and analysis rest on two concepts — rhetorical devices and rhetorical approach. By rhetorical approach, I mean logos, pathos, and ethos. 


Rhetorical devices refer to figures of speech used commonly in spoken language, such as symploce, epistrophe, rhetorical questions or erotema, and so on. To learn more about rhetorical devices, you can check out this prior article: Rhetorical Devices.


In addition to these traditional rhetorical devices, there are literary devices, such as metaphor, simile, assonance, alliteration, etc. To learn more about literary devices, please check out this article: Literary Devices


There is some subtle difference between rhetorical devices and literary devices. In short, literary devices are associated with works of literature, whereas rhetorical devices are more closely associated with rhetorical speeches and arguments; However, more broadly speaking, it can encompass literature. 


However, the terms are frequently used interchangeably. In any event, rhetorical and literary devices can be seen as the tactical approach to rhetoric. The big picture or strategic approach to rhetoric falls into three categorical appeals: 


  1. Logos

  2. Pathos

  3. Ethos


 Logos refers to appeals to reason. Pathos refers to appeals to emotion, and Ethos is an appeal to authority. In this article, I discuss how these three appeals are used in a few rhetorical speeches and ads. I use a 1960s CoverGirl makeup ad to make the point.

Image of a model applying makeup in an advertisement.

What are logos, pathos, and ethos? 

Logos, pathos, and ethos are one of the three appeals used to appeal to readers. They can be used in works of literature, speeches, and advertisements. 


Logos relies on appeals to logic. This means using a chain of reason to establish to readers or listeners why they should be convinced by your argument. 


Logos involves citing statistics and data to support your cause. A politician arguing to elect him for a second term in office by stating how the economy improved and grew by 6% every year while he was in office is an example of logos. 


Pathos relies on emotional appeals. In the logos approach to rhetoric, you try to connect emotionally with listeners. Let’s take our same politician. Think of a politician who is running against an opponent who was born and raised out of state. 


This politician explains how he grew up in his home state, went to the same school as constituents, and recalls enjoying the homestyle breakfast from the most popular diner — Momma’s Kitchen. He is making an emotional appeal based on nostalgia and parochialism. 


For a more noble example of pathos, you can consider Abraham Lincoln’s Gettysburg Address. In that famous speech, Lincoln connects the sacrifice of soldiers with the founding ideals of the nations and encourages listeners to follow these soldiers as an example. 


Ethos relies on an appeal to authority. This means using the status and reputation of the speaker to convince an audience. Back to our political example. In this case, our politician is a tech billionaire with years of industry experience and success. 


He promises that his experience with technology and business means that he can help boost the economy of the state by attracting billions of dollars worth of investment. He is using an appeal to his status and reputation for success to convince voters. 


In the world of advertisement, an example of ethos would be a dentist recommending a certain brand of toothpaste or toothbrush. Another example would be a supermodel recommending a brand of cosmetics. 

 

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Logos, pathos, and ethos in advertisements

Advertisements frequently use logos, pathos, and ethos to get their point across. These ads can usually be understood in terms of a copywriting concept known as the motivating sequence


It has five stages: 


  1. Get attention

  2. Show a need

  3. Satisfy the need

  4. Prove your product’s effectiveness

  5. Ask for a specific action


To see how logos, pathos, and ethos can be used in association with this, let’s look at a retro ad from CoverGirl: 


Let’s take a look at the copy for the ad:


This is the girl. This is the dress. And this is the look. The fresh lively look of CoverGirl Dorothea McGowan. 


What photographer wouldn't agree that this face, this fashion, this figure, make the perfect cover for Seventeen Magazine? Dorothea's complexion always looks so natural. You can't believe it's makeup. 


She uses CoverGirl's fragrant liquid and powder with famous Noxema medication to help improve your complexion. And brand new CoverGirl lipstick in stunning colors chosen by CoverGirls, medicated to help keep lips soft, moist, luscious. 


So for that naturally glamorous CoverGirl look get CoverGirl cosmetics with famous Noxzema medication. Glamor that's good for your skin, good for your lips. Right, Dorothea? I love everything about CoverGirl. So will you!


The ad makes use of all three appeals. They use logos by showing that the ad has medicinal benefits. The typical woman may be slightly embarrassed at the idea of buying makeup just for looks at the expense of their health. 


The mention of Noxema being used as a medication is a logical appeal showing that this brand of cosmetics is good not just for vanity but also for your health. They also use pathos by focusing on the glamor associated with the famous model — Dorothea McGowan used in the ad. 


For example, “This is the girl. This is the dress. And this is the look” portrays the featured model as a glamorous figure that women would aspire to. Lastly, they use ethos. The model featured in the ad is a popular actress and model of the era.


At the end of the ad, they have her speak directly to viewers to explain how happy and satisfied she is with the product. In short, if it's good enough for a supermodel of her caliber and style, it should also be good enough for the average woman viewing the ad. 


In terms of the motivating sequence, the ad captures attention with the sensational line, “This is the girl.”  It shows the need to stay glamorous by using safe and healthy makeup. They satisfy this need by mentioning the health attributes of the makeup plus by showing that it's good enough for a supermodel like Dorothea. This also simultaneously shows the product’s effectiveness. 


The ad shows that appeals to rhetoric don’t always have to rely on one of the three approaches, but that all three can be used to have the desired effect on viewers or readers. 

 

Cite this EminentEdit article

Antoine, M. (2025, January 26). Rhetorical Concepts: Logos, Pathos, & Ethos. EminentEdit. https://www.eminentediting.com/post/logos-pathos-ethos



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