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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 ...
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Duo Reges: constructio interrete. Ea possunt paria non esse. Deinde prima illa, quae in congressu solemus: Quid tu, inquit, huc? Qualis ista philosophia est, quae non interitum afferat pravitatis, sed sit contenta mediocritate vitiorum? At multis malis affectus. Philosophi autem in suis lectulis plerumque moriuntur. Bonum incolumis acies: misera caecitas. Idcirco enim non desideraret, quia, quod dolore caret, id in voluptate est. Facete M. Igitur ne dolorem quidem.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Eorum enim est haec querela, qui sibi cari sunt seseque diligunt. An vero, inquit, quisquam potest probare, quod perceptfum, quod. Virtutis, magnitudinis animi, patientiae, fortitudinis fomentis dolor mitigari solet. Summus dolor plures dies manere non potest? Duo Reges: constructio interrete. Sapientem locupletat ipsa natura, cuius divitias Epicurus parabiles esse docuit. Philosophi autem in suis lectulis plerumque moriuntur. Tum Piso: Atqui, Cicero, inquit, ista studia, si ad imitandos summos viros spectant, ingeniosorum sunt; Sit hoc ultimum bonorum, quod nunc a me defenditur; Stulti autem malorum memoria torquentur, sapientes bona praeterita grata recordatione renovata delectant. Quid ergo aliud intellegetur nisi uti ne quae pars naturae neglegatur? Hic Speusippus, hic Xenocrates, hic eius auditor Polemo, cuius illa ipsa sessio fuit, quam videmus.
Sit hoc ultimum bonorum, quod nunc a me defenditur; Primum in nostrane potestate est, quid meminerimus? Qui enim existimabit posse se miserum esse beatus non erit. Bork Quis Aristidem non mortuum diligit? Ad eas enim res ab Epicuro praecepta dantur. Quid enim tanto opus est instrumento in optimis artibus comparandis? Aliter homines, aliter philosophos loqui putas oportere? Quid, quod homines infima fortuna, nulla spe rerum gerendarum, opifices denique delectantur historia? Mihi, inquam, qui te id ipsum rogavi?
Atqui haec patefactio quasi rerum opertarum, cum quid quidque sit aperitur, definitio est. Ita graviter et severe voluptatem secrevit a bono. Id est enim, de quo quaerimus. Ut proverbia non nulla veriora sint quam vestra dogmata. Deinde dolorem quem maximum? Theophrastus mediocriterne delectat, cum tractat locos ab Aristotele ante tractatos? At enim hic etiam dolore. Atque ab his initiis profecti omnium virtutum et originem et progressionem persecuti sunt. Bork Dolor ergo, id est summum malum, metuetur semper, etiamsi non aderit;
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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