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This model from Ancient Greece has helped define the art of persuasion for over 2,000 years and continues to serve as a guide for impactf ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maximus dolor, inquit, brevis est. Theophrasti igitur, inquit, tibi liber ille placet de beata vita? Quamvis enim depravatae non sint, pravae tamen esse possunt. An tu me de L. Te ipsum, dignissimum maioribus tuis, voluptasne induxit, ut adolescentulus eriperes P. Hoc dictum in una re latissime patet, ut in omnibus factis re, non teste moveamur. Duo Reges: constructio interrete.
Si enim ad populum me vocas, eum. Quod si ita se habeat, non possit beatam praestare vitam sapientia. Quod si ita se habeat, non possit beatam praestare vitam sapientia. Et quidem iure fortasse, sed tamen non gravissimum est testimonium multitudinis.
Quasi vero aut concedatur in omnibus stultis aeque magna esse vitia, et eadem inbecillitate et inconstantia L. Pauca mutat vel plura sane; Immo videri fortasse. Ita enim vivunt quidam, ut eorum vita refellatur oratio.
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Deeply understand your audience.
What are their current ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Qualem igitur hominem natura inchoavit? Duarum enim vitarum nobis erunt instituta capienda. Polycratem Samium felicem appellabant. Haec quo modo conveniant, non sane intellego. Hoc unum Aristo tenuit: praeter vitia atque virtutes negavit rem esse ullam aut fugiendam aut expetendam. An ea, quae per vinitorem antea consequebatur, per se ipsa curabit? Collige omnia, quae soletis: Praesidium amicorum. Et homini, qui ceteris animantibus plurimum praestat, praecipue a natura nihil datum esse dicemus? Duo Reges: constructio interrete. Quis contra in illa aetate pudorem, constantiam, etiamsi sua nihil intersit, non tamen diligat? Fatebuntur Stoici haec omnia dicta esse praeclare, neque eam causam Zenoni desciscendi fuisse.
Sed erat aequius Triarium aliquid de dissensione nostra iudicare. Sed quid attinet de rebus tam apertis plura requirere? Potius inflammat, ut coercendi magis quam dedocendi esse videantur. Etenim semper illud extra est, quod arte comprehenditur. At habetur! Et ego id scilicet nesciebam! Sed ut sit, etiamne post mortem coletur? Nam, ut sint illa vendibiliora, haec uberiora certe sunt.
Minime vero istorum quidem, inquit. Hoc loco tenere se Triarius non potuit. Sed tempus est, si videtur, et recta quidem ad me. Nam de isto magna dissensio est. Itaque rursus eadem ratione, qua sum paulo ante usus, haerebitis. Et nunc quidem quod eam tuetur, ut de vite potissimum loquar, est id extrinsecus; Praeclare enim Plato: Beatum, cui etiam in senectute contigerit, ut sapientiam verasque opiniones assequi possit. A primo, ut opinor, animantium ortu petitur origo summi boni.
Plato, Aristotle’s teacher, was critical of persuasion techniques, seemingly to rally against the form and emotional element winning arguments over a logical case as an example of manipulation. Aristotle did counter this, suggesting that the art of persuasion was a necessary but neutral tool and that it should be used ethically.
Other criticism of the model tends to be in its application, as it sets a broad framework but potentially lacks more practical application. In other words, while a useful guide, the model still takes considerable skill to apply effectively and consistently.
Legal application.
This 2014 research paper describes how Aristotle’s Rhetorical Triangle is a crucial tool in the courtroom. The author explains:
“Logos, ethos, and pathos, a persuader’s logical, credibility-related, and emotional appeals, when used in concert, create a whole argument. This argument is one which takes into account the human element as well as the rational and logical needs of the law in its pursuit of justice. Classical Aristotelian rhetoric, thus, must not be dismissed by the advocate hoping to most effectively represent his client. Nor should it be dismissed by the legal community as form over substance.As I have demonstrated, the end result of an attorney utilizing Aristotle’s three modes together is the fairest result possible in a given situation, so substance is not sacrificed, and effective form is still maintained.”
“I have a dream.”
I could have chosen an analysis of any modern speech based on Aristotle’s Rhetorical Triangle, I went with Martin Luthor King’s classic.
This article breaks it down, including noting the following:
Ethos:
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By way of establishing his intentions, “In his speech, King frequently looks back at moments in American history and refers to the leaders who laid the foundation of free America.”
Pathos:
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Given the moment of anger and frustration he was speaking in, there’s no wonder that Pathos was a main ingredient. “His speech keeps growing more dramatic and engaging. King tries to make the frustration visible that years of neglect have caused.”
Logos:
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King paints the future state, the ‘dream’, and lays out a path to achieve it, heavily referencing American history.
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Aristotle’s Rhetoric was set out in his book On Rhetoric: A Theory of Civil Discourse. I say 'book' because it has been published as such but, like his other works, seems to have been a collection of his student’s notes in response to his lectures. His body of work on persuasion did progress and shift over his life, though these three appeals remained consistent.
Other modern sources to dive into this model include the work of Carmine Gallo, see his HBR article on the topic; and Sam Leith’s Words Like Loaded Pistols. For a more in-depth albeit slightly academic view of this model, you can also visit the entry in Stanford’s Encyclopedia of Philosophy.
My Notes
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