🛡️
Ethos
Persuading by establishing trust or authority
Ethos, Pathos & Logos: Definition & Meaning
These three appeals form the foundation of persuasion: ethos establishes credibility, pathos connects emotionally, and logos provides logical reasoning.
- Ethos: Credibility and trustworthiness of the speaker
- Pathos: Emotional connection with the audience
- Logos: Logical arguments supported by evidence
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Ethos, pathos, and logos are rhetorical appeals used to persuade. Ethos focuses on credibility, pathos appeals to emotion, and logos relies on logic and evidence.
Simple Definitions
❤️
Pathos
Persuading by appealing to emotion
🎯
Logos
Persuading through reasoning and facts
Pronunciation & Origin
Understanding the roots of rhetorical appeals
🛡️
Ethos
🔊Pronunciation
/ˈiːθɒs/ (EE-thos)
🏛️Greek Origin
ἦθος (ēthos) - "character, custom, habit"
📖Aristotle's Definition
"The character of the speaker as it appears to the audience"
❤️
Pathos
🔊Pronunciation
/ˈpeɪθɒs/ (PAY-thos)
🏛️Greek Origin
πάθος (pathos) - "suffering, experience, emotion"
📖Aristotle's Definition
"Putting the audience in the right frame of mind"
🎯
Logos
🔊Pronunciation
/ˈloʊɡɒs/ (LOH-gos)
🏛️Greek Origin
λόγος (logos) - "word, reason, discourse"
📖Aristotle's Definition
"The argument itself, by showing or seeming to show something"
Common Misunderstandings
❌
Myth
Pathos means manipulation or exaggeration
✅
Truth
Pathos is about authentic emotional connection, not manipulation. Effective pathos resonates with genuine feelings and values without distorting truth.
❌
Myth
Logos is just statistics
✅
Truth
Logos is structured reasoning, not just numbers. It includes logical arguments, cause-and-effect relationships, and clear reasoning patterns beyond raw data.
❌
Myth
Ethos is self-praise
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Truth
Ethos is perceived credibility, not boasting. It comes from demonstrated expertise, consistent quality, and third-party validation rather than self-promotion.
When to Use Each Appeal
Choose the right appeal for your context
🛡️
Ethos
✨Best For
Establishing credibility with new audiences
📋Example Situations
- Professional services and B2B contexts
- When expertise and trust are primary concerns
- Building long-term brand reputation
- Medical, legal, or financial services
❤️
Pathos
✨Best For
Creating immediate emotional connection
📋Example Situations
- Nonprofit and cause-based messaging
- Consumer products with lifestyle appeal
- Storytelling and brand narratives
- Charity campaigns and social impact
🎯
Logos
✨Best For
Data-driven decision makers
📋Example Situations
- Technical or complex products
- B2B sales and enterprise solutions
- When ROI and metrics matter most
- SaaS products and technical specs
Frequently Asked Questions
What is the simple definition of ethos, pathos, and logos?
What does "ethos" literally mean?
Did Aristotle invent them?
Is pathos manipulation?
Is logos just statistics?
Is ethos just bragging?
How do I identify them quickly?
Are there modern equivalents?
📅Updated: January 19, 2026
✓Reviewed by: AI Logo Creator Editorial Team
