The Rhetorical Triangle: Ethos, Pathos, Logos

Aristotle identified three modes of persuasion that effective speakers use in combination. Understanding them helps you both write and analyse persuasive speeches.

Ethos

Credibility / Character

Persuading through the speaker's authority, expertise or moral character. The audience must trust you before they accept your argument.

"As someone who has worked in environmental science for ten years, I can tell you that this data is alarming."

Pathos

Emotion / Connection

Persuading through emotional appeal. Effective speakers connect with the audience's values, fears, hopes and sense of fairness.

"Imagine watching your child struggle to breathe in a city choked by pollution we chose not to fix."

Logos

Logic / Evidence

Persuading through reason, statistics, facts and logical argument. Audiences expect evidence to back up your claims.

"Research from the CSIRO shows that renewable energy now costs 40% less than coal-fired power."

Key Rhetorical Devices

Rhetorical devices are specific language techniques that enhance the power of spoken persuasion. Learn to use them deliberately.

Rhetorical question A question asked for effect, not to receive an answer. Engages the audience and implies the answer is obvious. "How many more tragedies will it take before we act?"

Rule of three Grouping ideas in threes for rhythm and emphasis. "We must act now, act decisively, and act together."

Anaphora Repetition of a word or phrase at the start of successive clauses. Builds momentum and memorability. "We will not stop. We will not be silent. We will not give up."

Inclusive language Using "we", "us" and "our" to create a sense of shared identity and purpose between speaker and audience.

Concession Acknowledging an opposing viewpoint before refuting it, which builds credibility. "Some argue that the cost is too high — but consider the far greater cost of inaction."

Delivery: Making Your Words Land

A perfectly written speech can fail if delivery is poor. Research suggests that how you speak matters as much as what you say.

Pace

Slow down for key points to let them sink in. Speed up slightly to convey urgency or build momentum. Avoid speaking too fast overall — nerves push pace up.

Volume and Projection

Project from the diaphragm so the back of the room can hear clearly. Vary your volume — dropping to near-quiet on a key phrase can be more powerful than shouting it.

Eye Contact and Posture

Maintain eye contact with different sections of the audience. Stand tall with open body language; avoid crossing arms or hunching, which signals defensiveness.

Pause for Effect

Strategic pauses after a powerful statement give the audience time to absorb your point. Silence signals confidence. Do not fill every pause with "um" or "ah".

Key Vocabulary

Term	Definition
Ethos	Persuasion through the speaker's credibility, expertise or moral character.
Pathos	Persuasion through emotional appeal to the audience's values and feelings.
Logos	Persuasion through logical reasoning, facts and evidence.
Anaphora	Repetition of a word or phrase at the start of successive clauses for rhetorical emphasis.

Worked Examples

1

Opening a speech with all three appeals

"Good morning. My name is Aisha Khan, and for the past three years I have volunteered at a homeless shelter in western Sydney [ethos]. Every week, I see children — children your age — with nowhere safe to sleep [pathos]. And yet our council spends three times more on car parks than on crisis housing [logos]. Today I am asking you to change that."

Analysis: Within four sentences, the speaker establishes credibility, creates emotional connection with a specific image, and grounds the argument in data. This combination is highly persuasive.

2

Using anaphora for impact

Without anaphora: "We need to change how we treat the environment. We need to change our voting habits. We need to change what we teach children."

With anaphora: "We need to change how we treat the environment. We need to change what we demand of our politicians. We need to change what we teach the next generation." (Note: repeating "We need to change" builds a rhythmic, powerful momentum.)

Effect: Anaphora creates a drumbeat effect that builds urgency and makes the argument feel inevitable.

3

Making a concession effectively

Poor concession (too weak): "Some people might think phones in schools are bad. But I disagree. Phones are good."

Strong concession: "I understand that some teachers are concerned about distraction — and those concerns are legitimate. However, research consistently shows that students who are taught to self-regulate technology use in school perform better with it outside school. The solution is not removal, but education."

Effect: Acknowledging the opposing view makes the speaker seem fair-minded (ethos), while the refutation with evidence (logos) strengthens the overall argument.

Knowledge Check

Select the correct answer. Click "Check Answer" for feedback.

Question 1

A speaker says: "According to the World Health Organisation, over 4 million people die each year from air pollution." This is primarily an example of:

Ethos Pathos Logos Anaphora

Question 2

Which technique is used in: "We will fight. We will persevere. We will overcome."?

Rule of three only Rhetorical question Concession and refutation Anaphora and the rule of three

Question 3

Why does acknowledging a counterargument (concession) often strengthen a persuasive speech?

It builds the speaker's credibility by demonstrating fairness and awareness of complexity. It shows the audience you have run out of your own ideas. It persuades the audience to agree with the opposing view instead. It is required by all speech formats.

Question 4

Which delivery technique is most effective when a speaker wants the audience to really absorb a key point?

Speaking as quickly as possible to fit in more content Pausing after the key point and slowing down slightly Looking down at your notes while you say the important line Always shouting to make sure people hear you

Question 5

"Don't we owe it to the next generation to protect what remains of our natural world?" This sentence is an example of:

Logos, because it uses reasoning about future generations Ethos, because it establishes the speaker as an environmentalist A rhetorical question using pathos, because it appeals to the audience's sense of moral responsibility Anaphora, because it repeats a phrase

Persuasive Speech