Rhetoric: The Art of Persuasion

Overview

Aristotle identified three modes of persuasion: Ethos (credibility), Pathos (emotion), and Logos (logic). Effective persuasion uses all three in proportion appropriate to the audience and context.

Framework

IRON LAW: All Three Appeals, Calibrated to Audience

Logos alone convinces analysts but bores executives. Pathos alone moves
hearts but lacks substance. Ethos alone relies on reputation that may
not exist.