Increase Your Persuasiveness By Using Rhetorical Appeals

These appeals are more than 2000 years old now, but they're still being used in today's billboards on the internet.

Author

Kate Nicole
July 31, 2022

More than 2000 years ago in ancient Greece, Aristotle had an issue with how sophists persuade their audience.

He thought that sophists convince their audience by manipulating them with hyperbole and false testimonials.

Poor audience.

So Aristotle developed his own method of persuasion — rhetoric.

Fast forward, rhetoric is being used everywhere. From billboards to the internet.

When you search for the meaning of rhetoric on Google, you'll find many different definitions of it.

But here's my working definition of it:

Rhetoric is the art of using language to persuade.

If you're convincing your audience, here's how you can use these appeals to increase your persuasiveness.

The Rhetorical Appeals

Logos

Convincing the audience with facts and logic.

  • Using analogies and examples

  • Use statistics/data

  • Speak your audience's language

  • Avoid broad terms.

Example:

Dettol

Dettol

Ethos

Convincing the audience with credibility or authority.

  • Share your experiences.

  • Use simple language.

  • Demonstrate your expertise.

Example:

Stephen

Under Armour

Pathos

Convincing the audience with emotions.

  • Trigger those emotional points.

  • Ask questions.

  • Use stories.

Example:

The Shelter Pet Project

theshelterpetproject.org

Hope you learned something new for today :)

- Nicole