Overview of ethos, logos, and pathos

Ethos, logos, and pathos are different ways to appeal to the receivers

The three forms of appeal represent different ways in which the sender of a text can appeal to the receivers to persuade them of a certain viewpoint. We give you an overview of all three forms below. On the following pages, you can read about them in detail. 


An ethos appeal is an appeal to the receivers’ trust in the sender. You might for instance appeal to ethos by emphasizing your authority, profession, or experience, or you might present yourself as a person of good moral character and compassion.

Example of ethos appeal: “We should raise the development aid. As president of Doctors Without Borders, I can assure you that our development aid is highly beneficial. That is something I have seen numerous times in my work.”


A logos appeal is an appeal to the receivers’ reason. You might for instance ap...

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