| LOGOS | ETHOS | PATHOS | KAIROS |
|---|
| Greek for “word; discourse; reason,” it refers to appeals to logic. | Greek for “character,” it refers to appeals to credibility. | Greek for “suffering; strong emotion,” it refers to appeals to emotion. | Greek for “right/critical moment,” it refers to appeals to exigency. |
| Logos persuades with logical arguments and figures:
• Scientific and statistical data, graphs, and tables
• Clear and consistent writing
• Well-structured counterarguments
• Avoiding logical fallacies
When your writing employs data that supports your argument and connects points together clearly, you are appealing to a reader’s logic. | Ethos persuades with the credibility of the author and sources.
• Your credibility as an expert or researcher
• Credibility of your sources
• Sources agreeing with you
• Honesty and confidence
• Correct grammar
When your writing uses credibility and confidence to create trust, you are appealing to a reader’s sense of character. | Pathos persuades with emotions and human sympathy.
• Cultural values and beliefs
• Pity and sorrow
• Joy and love
• Humor
• Anecdotes (stories)
• Specific and meaningful words
• Detailing the emotions of others
When your writing taps into beliefs and sympathies, you are appealing to a reader’s emotions. | Kairos persuades with time and context.
• Timeliness of an issue
• History
• Current problems and debates
• Severity of an issue
• Need for immediate response
When your writing focuses on the urgency and context of an important issue, you are appealing to a reader’s sense of exigency. |
Important Note: Rather than separated, these four appeals are often working together to create the strongest argument possible.