Persuasion is to convince someone to agree with you, just like art which also calls for special techniques to accomplish. According to the ancient Greeks, there are three basic tools of persuasion: ethos, pathos and logos.
Ethos is a speaker's way of convincing the audience that he is trustworthy, honest and reliable. One common way a speaker can develop ethos is by explaining how much experience or education he has in the field. After all, you're more likely to listen to advice about how to take care of your teeth from a dentist than a fireman.
Pathos is a speaker's way of connecting with an audience's emotions. For example, a politician who is trying to convince an audience to vote for him might say that he alone can save the country from a terrible war. These words are intended to fill the audience with fear, thus making them want to vote for him. Similarly, an animal charity might show an audience pictures of injured dogs and cats to make thee viewers feel pity, so they will be more likely to donate money.
Logos is the use of facts, statistics or other evidence to support your argument. An audience will believe you if you have convincing data to back up your claims. Presenting this evidence is much more persuasive than simply saying “believe me”.
Although ethos, pathos and logos all have their strengths, they are often most effective when used together. So, the next time you listen to a speech, watch a commercial or listen to a friend try to convince you to lend him some money, be on the lookout for these ancient Greek tools of persuasion.
