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How do you persuade someone to see things YOUR way? The Greek philosopher Aristotle had some good ideas on how to persuade people. Among his most powerful techniques were what he called the three appeals designed to ask an audience to believe his argument. Aristotle called these three appeals Ethos, Pathos, and Logos. Ethos appeals to the audience by asking them to trust the person making the argument. Pathos appeals to the audiences emotions, asking them to believe because they care. Logos appeals to the audiences sense of logic and rationality, asking them to believe because the argument makes sense. Using the appeals can make your writing or speaking more persuasive. And if you can spot them when they are being used or misused by others, you can also protect yourself against manipulation. Lets examine the three appeals more closely. First up: Ethos One way to win over a skeptical audience is to convince them that youre trustworthy, knowledgeable, and well meaning. You can buil
