Ethos, Logos, and Pathos

by | Jul 10, 2018 | Marketing

Ethos, Logos, and Pathos

Aristotle is the father of persuasion. More than 2,000 years ago he revealed the three elements that all persuasive arguments must have to be effective. He called these elements “appeals.” They are: ethos, logos, and pathos. Ethos is character and credibility. Logos is logic–an argument must appeal to reason. But ethos and logos are irrelevant in the absence of pathos–emotion.

While Ethos and Lagos are linked to Integrity, which is the founding value of our business, we always link everything we do to emotion, yours and your customers, our and you the customer… Let’s talk