| 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.