The Art of Rhetoric:*

How to Use Aristotle's Three Main Rhetorical Styles

Rhetoric (n) - the art of speaking or writing effectively. (Webster's Definition)

According to Aristotle, rhetoric is: "the ability, in each particular case, to see the available means of persuasion." He described three main forms of rhetoric: Ethos, Logos, and Pathos.

In order to be a more effective writer and speaker, you must understand these three terms. This site will help you to better understand their meanings and show you how to make your communication more eloquent and persuasive.


Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author.

Go to an example of an ethos-based site.


Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven. Scholarly documents are also often logos-driven.

Go to an example of an logos-based site.


Pathos is appeal based on emotion. Advertisements tend to be pathos-driven.

Go to an example of an pathos-based site.

Rhetorical appeals can be achieved through:

  • See the Webster's Dictionary definitions of these three terms: Ethos, Logos, Pathos.
    A more complete definition of: Logos

    To learn more about rhetorical appeals see: