Aristotle's triad model
Definitions are taken from my dissertation
Logos appeals to the sense of logic from the audience. Logos can be developed by using advanced strategies such as abstract or theoretical discourse whether it be written or oral. The use of citing facts and literal or historical analogies is extremely crucial while constructing arguments based on logic reasoning.
Pathos, greek for ‘suffering’ or ‘experience’ is best related with emotion. It specifically aims to draw upon the emotions of the audience, as well as their interests, sympathies and imagination. With the persuasive mode in effect, the audience is encouraged to identify with the writer or speaker to connect or experience the emotion of the speaker/writer. “As the meaning of pathos implies, the audience "suffers," in the realm of the imagination, what the rhetor suffers.”
Ethos, meaning ‘moral, showing moral character’ forms the root of ethos. The mode of Ethos appeals directly to the authority of the speaker. It’s how effective the speaker can persuade the audience of how competent and knowledgeable on the subject matter they are. There are a variety of ways the speaker can demonstrate this method of conviction to the audience: Being significant in the field in question, such as a professor or a senior figure within a company relating to that subject.
Below are ways each mode can be related to visual communication
Logos
Logos refers to using reason and sometimes, we can be persuaded simply by facts (like if you was to change something about you because of a fact that someone mentioned about a better way to look after yourself). Reason can be built into an argument through storytelling (for example, if you say that you broke your leg playing football to convince someone else that playing football is dangerous), through using statistics and other facts, or by listing a number of features (like when you buy a phone because of what it can do , rather than because how it looks). When using logos to persuade, it's important to locate facts and information that matter to your audience and to understand the best way to communicate them. For example, if you say that something is 18,120,000 long , that means hardly anything to most because it is too large to fathom. But if you say that something is twice the length of the entire Australia, everything comes into perspective. Facts and opinions can be applied to any form of visual communication to demonstrate a logical message.
Below are ways each mode can be related to visual communication
Logos
Logos refers to using reason and sometimes, we can be persuaded simply by facts (like if you was to change something about you because of a fact that someone mentioned about a better way to look after yourself). Reason can be built into an argument through storytelling (for example, if you say that you broke your leg playing football to convince someone else that playing football is dangerous), through using statistics and other facts, or by listing a number of features (like when you buy a phone because of what it can do , rather than because how it looks). When using logos to persuade, it's important to locate facts and information that matter to your audience and to understand the best way to communicate them. For example, if you say that something is 18,120,000 long , that means hardly anything to most because it is too large to fathom. But if you say that something is twice the length of the entire Australia, everything comes into perspective. Facts and opinions can be applied to any form of visual communication to demonstrate a logical message.
Pathos
Pathos refers to emotional appeal. When you remember a time where you felt a sense of emotion. It could be from a radio advert about starving children or a commercial on T.V about children in need or the visual images on cigarette packages that made you feel emotionally distressed and disturbed that it put you off from buying on. When you want to use pathos to persuade somebody, you make them feel an emotion that effects their actions. Emotions such as anger, excitement, passion, scared and jealousy can cause people to act in small and big ways. (small, being too clean your room or big, to persuade a smoker not to smoke)
If Pathos isn't used correctly you can look overbearing, silly, cheesy, or just plain obnoxious, if the user knows that you are trying to persuade their emotions. Also, there are ethical considerations, it's important to be responsible for how you go about persuading the emotions of people.
Ethos
Ethos refers to your credibility. Whether you are creating a flyer, presenting, or applying for a job, people won’t be persuaded by you unless they trust you. When it comes to communication, trust is built in a number of ways. It's the designer's job to understand how to adapt your communication to the audience in every situation. In written communication, you need to pay close attention to aspects such as style, voice, organisation, clarity and vocabulary. In spoken communication, you need to consider confidence, movement, and the way you dress. In visual communication, you need to consider design details such as functionality cultural awareness, and structural clarity. To improve your ethos, you always need to be aware of what you use as credible sources. Credible sources could be celebrities, scientist or anyone who is an expert in their subject matter. The more your audience trusts your sources, the more they will trust you. Ethos can also be a challenging thing to acquire and can be destroyed in a short amount of time. Credibility can take a long time to build up. Trust isn't acquired within a day but weeks, months and years. An example of how ethos can be lost within a second is how Tiger Woods lost all sponsorships when the revelation came out about his affair. Within a split second Tiger woods lost all credibility and trust, companies don't want to support you if you reflect negatively on their brand image as they could also lose credibility if they supported Tiger Woods.
Ethos refers to your credibility. Whether you are creating a flyer, presenting, or applying for a job, people won’t be persuaded by you unless they trust you. When it comes to communication, trust is built in a number of ways. It's the designer's job to understand how to adapt your communication to the audience in every situation. In written communication, you need to pay close attention to aspects such as style, voice, organisation, clarity and vocabulary. In spoken communication, you need to consider confidence, movement, and the way you dress. In visual communication, you need to consider design details such as functionality cultural awareness, and structural clarity. To improve your ethos, you always need to be aware of what you use as credible sources. Credible sources could be celebrities, scientist or anyone who is an expert in their subject matter. The more your audience trusts your sources, the more they will trust you. Ethos can also be a challenging thing to acquire and can be destroyed in a short amount of time. Credibility can take a long time to build up. Trust isn't acquired within a day but weeks, months and years. An example of how ethos can be lost within a second is how Tiger Woods lost all sponsorships when the revelation came out about his affair. Within a split second Tiger woods lost all credibility and trust, companies don't want to support you if you reflect negatively on their brand image as they could also lose credibility if they supported Tiger Woods.
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