Aristotle's Philosophy

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Aristotle wrote that "The ideal persuader should put the audience in the right emotional frame of mind (pathos), state the best arguments (logos), and have the right character (ethos). The persuader must not only try to make the argument of his speech demonstrative and worthy of belief; he must also make his own character look right."(p.118). All of these components are essential to building a persuasive argument. However some can be centered on one of the concept that Aristotle identified.

According to Aristotle, our perception of a speaker or writer's character influences how believable or convincing we find what that person has to say. This projected character is called the speaker or writer's ethos. Ethos refers to the trustworthiness or credibility of the speaker. It can be conveyed through tone and style but it is very likely to be applied to the reputation of the speaker. We are naturally more likely to be persuaded by a person who, we think, has personal warmth, consideration of others, a good mind and solid education. Often we know something of the character of speakers and writers ahead of time. People whose education, experience, and previous performances qualify them to speak on a certain issue grants them authority. But whether or not we know anything about the speaker or writer ahead of time, the actual text we hear or read, the way it is written or spoken and what it says, always conveys the impression of the author's character. Institutions, public roles and publications also project an ethos or credibility. We assume, for example, that The New York Times is a more credible source than The National Enquirer. We usually assume that a person selected for a position of responsibility or honor is more credible than someone without official command is.

The audience determines credibility so reliance on status and labels may not hold up. The audience makes a decision by what they see before them. It is a mental mirage. You must appear to be credible, because your label or status may not always carry you. Establishing credibility or making your audience believe that you are credible is important but there are other appeals to consider for argumentation purposes.

An argument can be developed through "pathos". The persuasive appeal of pathos is often associated with emotional appeal. An appeal to pathos causes the audience not just to respond emotionally but to identify the writer's point of view. It refers to the emotional and imaginative impact of the message on an audience, the power with which the speaker's message moves the audience to decision or action.

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There are many emotional appeals that target a specific feeling. These types of appeals can be very strong. There can be emotional appeals that install: fear, guilt, security, empathy, love, hate, and anger. These are all very intense emotion so it is obvious that messages that properly stimulate those sensations will be effective.

However some emotional appeals have their disadvantages to. If you attempt to install too much fear it will have little effect because it will be deemed as unbelievable. Guilt can be used in an incorrect manner as well. Like fear, guilt and other appeals can cause cognitive dissonance. As human we like things to be consistent. If we install fear, guilt, or anger it creates dissonance. The audience will not like to feel that way for too long. The dissonance creates an altered mood state and most people will take actions to maintain homeostasis. So therefore messages that target these emotions must have possible solutions and action that will alleviate the dissonance.

Logos according to Aristotle refers to the internal consistency of the message. The claim must be clarified, and logical. In order to be logical it must have effective supporting evidence. This is deemed to be the argument's logical appeal. Although we would like to think that we are all logical thinkers, the truth is that the other appeals often can become more persuasive than logical appeals. Logical arguments consist of medical documents, scientific theories, and experiments. We now that they are clear, concise, and sound. The premises of logical arguments must be the same.

Persuasion does not have to be logical. Logic is not consistent across an audience. You can be talking to a group of psychiatrist who have all had the same degree of education and exposure, but will select different forms of medications and treatments for one patient. This is because there are many logical routes to solve the problem. Logic does not rely on understanding personal and individual differences.

For argumentation to be persuasive you must go beyond the mere argument itself.

It must connect with the audience. Can't be complied directly from logic or, directly from the emotional point of view. An intersection must be established according to your audience.

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