Modes of persuasion

The modes of persuasion, modes of appeal, or rhetorical appeals (Greek: pisteis) are the broadest classifications of rhetorical devices, which a persuasive speaker or writer uses to convince their audience. Often, the modes of persuasion are directly equated with these three traditional rhetorical appeals: ethos, pathos, and logos—an appeal to the presenter's credibility, an appeal to audience emotions, and an appeal to reasoning or logic, respectively—all three of which appear in Aristotle's Rhetoric. There is also a less well-known fourth term, kairos (Ancient Greek: καιρός): appealing to the timeliness, or meaningfulness of the timing, of the presentation. Other factors Aristotle requires of strong rhetorical speakers are wisdom, virtue, and goodwill to better persuade their audience.

The three or four traditional modes of persuasion are present in fiction, in advertisements, on television, in flyers, in social media, and even on billboards on the side of the road. This type of persuasion can be seen in a simple conversation with family members or friends. Those might present at least one of the aspects of persuasion: logos, with numbers; pathos, with emotional appeal; ethos, with the authority of an entity; and kairos, in the right time or with some relation with them. Another important application of persuasion can be seen in public speeches. Those can be through a process called framing and reframing. This process gets its name because speakers need to use the correct words during a speech so their audience correctly understands their message. If a speaker wants to use a specific word, slang, or metaphor, they need to do a lot of research on their audience's background to understand the values and knowledge of their audience in order to persuade effectively.

In The Essential Guide to Rhetoric, William Keith and Christian Lundberg state that the three traditional forms of persuasion, ethos, pathos, and logos, combine to create the foundation of persuasive rhetorical communication. Ethos is the speaker's skill, personality, and delivery that establishes their credibility or moral appeal. Pathos uses the audience's identities, emotions, and values to create a sense of connection or shared emotion. Lastly, an appeal to reason and logic through the use of structure, logic, and evidence is known as logos. Instead of working alone, these arguments are frequently most effective when combined. Keith and Lundberg also stress the importance of rhetorical context and audience awareness when using these appeals. Knowing the values, beliefs, and expectations of an audience helps writers and speakers identify the best approaches. The authors also present the idea of the rhetorical situation, which consists of the audience, constraints, and exigencies (a problem or issue that needs attention). Understanding these elements allows rhetors to adjust their ethos, pathos, and logos appeals to better suit the audience's unique situation and concerns, which improves the communication's persuasive power.