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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. Itaque haec cum illis est dissensio, cum Peripateticis nulla sane. Superiores tres erant, quae esse possent, quarum est una sola defensa, eaque vehementer. Cur igitur, inquam, res tam dissimiles eodem nomine appellas? Ne amores quidem sanctos a sapiente alienos esse arbitrantur. Ex rebus enim timiditas, non ex vocabulis nascitur. Duo Reges: constructio interrete. Nam memini etiam quae nolo, oblivisci non possum quae volo. Hanc se tuus Epicurus omnino ignorare dicit quam aut qualem esse velint qui honestate summum bonum metiantur. Non est enim vitium in oratione solum, sed etiam in moribus.
Unum nescio, quo modo possit, si luxuriosus sit, finitas cupiditates habere. Iam id ipsum absurdum, maximum malum neglegi. Expressa vero in iis aetatibus, quae iam confirmatae sunt. Quid de Pythagora? Potius inflammat, ut coercendi magis quam dedocendi esse videantur. Sed tamen enitar et, si minus multa mihi occurrent, non fugiam ista popularia. Illa videamus, quae a te de amicitia dicta sunt. Itaque contra est, ac dicitis; Aliud igitur esse censet gaudere, aliud non dolere.
Quantum Aristoxeni ingenium consumptum videmus in musicis? Sed tamen enitar et, si minus multa mihi occurrent, non fugiam ista popularia. Quae quo sunt excelsiores, eo dant clariora indicia naturae. Eam si varietatem diceres, intellegerem, ut etiam non dicente te intellego; Quid est, quod ab ea absolvi et perfici debeat? Portenta haec esse dicit, neque ea ratione ullo modo posse vivi; Sed residamus, inquit, si placet. Si verbum sequimur, primum longius verbum praepositum quam bonum.
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Deeply understand your audience.
What are their current ...
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Recte, inquit, intellegis. Quae cum praeponunt, ut sit aliqua rerum selectio, naturam videntur sequi; Si qua in iis corrigere voluit, deteriora fecit. Quare, quoniam de primis naturae commodis satis dietum est nunc de maioribus consequentibusque videamus. Est enim effectrix multarum et magnarum voluptatum. In contemplatione et cognitione posita rerum, quae quia deorum erat vitae simillima, sapiente visa est dignissima. Habes, inquam, Cato, formam eorum, de quibus loquor, philosophorum.
Qui non moveatur et offensione turpitudinis et comprobatione honestatis? Idque testamento cavebit is, qui nobis quasi oraculum ediderit nihil post mortem ad nos pertinere? Teneo, inquit, finem illi videri nihil dolere. An quod ita callida est, ut optime possit architectari voluptates? An ea, quae per vinitorem antea consequebatur, per se ipsa curabit? Haec bene dicuntur, nec ego repugno, sed inter sese ipsa pugnant. Quod quidem iam fit etiam in Academia. Habent enim et bene longam et satis litigiosam disputationem. Hoc loco discipulos quaerere videtur, ut, qui asoti esse velint, philosophi ante fiant. Quid censes in Latino fore?
Duo Reges: constructio interrete. Terram, mihi crede, ea lanx et maria deprimet. Si enim ita est, vide ne facinus facias, cum mori suadeas. Unum est sine dolore esse, alterum cum voluptate. Quid, si reviviscant Platonis illi et deinceps qui eorum auditores fuerunt, et tecum ita loquantur? Quod est, ut dixi, habere ea, quae secundum naturam sint, vel omnia vel plurima et maxima. Ergo hoc quidem apparet, nos ad agendum esse natos. Semper enim ex eo, quod maximas partes continet latissimeque funditur, tota res appellatur. Indicant pueri, in quibus ut in speculis natura cernitur. Easdemne res?
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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