Modes of Persuasion

The modes of persuasion, often referred to as ethical strategies or rhetorical appeals, are devices in rhetoric that classify the speaker's appeal to the audience. The three modes are ethos, pathos, and logos.

Ethos is the appeal to the authority or credibility of the presenter. It is how well the presenter convinces the audience that he or she is qualified to present on the particular subject. It can be done in many ways:

• By being a notable figure in the field in question, such as a college professor or an executive of a company whose business is related to the presenter's topic.
• By demonstrating mastery of the argot of the field.
• By being introduced by, or producing bona fides from, other established authorities.

Pathos is an appeal to the audience's emotions, and the terms sympathy, pathetic, and empathy are derived from it. It can be in the form of metaphor, simile, a passionate delivery, or even a simple claim that a matter is unjust. Pathos can be particularly powerful if used well, but most speeches do not solely rely on pathos. Pathos is most effective when the author or speaker demonstrates agreement with an underlying value of the reader or listener.

In addition, the speaker may use pathos to appeal to fear, in order to sway the audience. Pathos may also include appeals to audience imagination and hopes; done when the speaker paints a scenario of positive future results of following the course of action proposed.

In some cases, downplaying the ethos can be done while emphasizing pathos, for example as William Jennings Bryan did in his Cross of Gold speech:

I would be presumptuos, indeed, to present myself against the distinguished gentlemen to whom you have listened if this were but a measuring of ability; but this is not a contest among persons. The humblest citizen in all the land when clad in the armor of a righteous cause is stronger than all the whole hosts of error that they can bring. I come to speak to you in defense of a cause as holy as the cause of liberty--the cause of humanity.