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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Itaque in rebus minime obscuris non multus est apud eos disserendi labor. Sit, inquam, tam facilis, quam vultis, comparatio voluptatis, quid de dolore dicemus? Haec quo modo conveniant, non sane intellego. Tubulo putas dicere? Duo Reges: constructio interrete. Ille incendat? Paulum, cum regem Persem captum adduceret, eodem flumine invectio? Cur igitur, inquam, res tam dissimiles eodem nomine appellas?
Qui autem de summo bono dissentit de tota philosophiae ratione dissentit. Hic ego: Pomponius quidem, inquam, noster iocari videtur, et fortasse suo iure. Tu enim ista lenius, hic Stoicorum more nos vexat. Quis enim potest ea, quae probabilia videantur ei, non probare? Et tamen ego a philosopho, si afferat eloquentiam, non asperner, si non habeat, non admodum flagitem. Satis est tibi in te, satis in legibus, satis in mediocribus amicitiis praesidii. Quod cum accidisset ut alter alterum necopinato videremus, surrexit statim. Aut unde est hoc contritum vetustate proverbium: quicum in tenebris? Atque hoc loco similitudines eas, quibus illi uti solent, dissimillimas proferebas. Atque hoc loco similitudines eas, quibus illi uti solent, dissimillimas proferebas.
At quanta conantur! Mundum hunc omnem oppidum esse nostrum! Incendi igitur eos, qui audiunt, vides. Consequentia exquirere, quoad sit id, quod volumus, effectum. Hic ego: Pomponius quidem, inquam, noster iocari videtur, et fortasse suo iure. Quacumque enim ingredimur, in aliqua historia vestigium ponimus. Nam Pyrrho, Aristo, Erillus iam diu abiecti. Progredientibus autem aetatibus sensim tardeve potius quasi nosmet ipsos cognoscimus. Sed vobis voluptatum perceptarum recordatio vitam beatam facit, et quidem corpore perceptarum. Nunc haec primum fortasse audientis servire debemus. Bona autem corporis huic sunt, quod posterius posui, similiora. 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. Mihi vero, inquit, placet agi subtilius et, ut ipse dixisti, pressius. Tum ille: Ain tandem? Non pugnem cum homine, cur tantum habeat in natura boni; Itaque rursus eadem ratione, qua sum paulo ante usus, haerebitis. Hoc loco tenere se Triarius non potuit. Duo Reges: constructio interrete.
Quid ergo aliud intellegetur nisi uti ne quae pars naturae neglegatur? Deinde prima illa, quae in congressu solemus: Quid tu, inquit, huc? Ut scias me intellegere, primum idem esse dico voluptatem, quod ille don. Hanc quoque iucunditatem, si vis, transfer in animum;
Ad corpus diceres pertinere-, sed ea, quae dixi, ad corpusne refers? Saepe ab Aristotele, a Theophrasto mirabiliter est laudata per se ipsa rerum scientia; Expressa vero in iis aetatibus, quae iam confirmatae sunt. Quid ait Aristoteles reliquique Platonis alumni? Pauca mutat vel plura sane; At ego quem huic anteponam non audeo dicere; Qui autem esse poteris, nisi te amor ipse ceperit? Quodsi vultum tibi, si incessum fingeres, quo gravior viderere, non esses tui similis;
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.

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