The Rhetoric of Persuasion-Logos

The Rhetoric of Persuasion-Logos

Logos, or appeal through reasoning, was considered the most important
appeal by Aristotle. It refers to the internal consistency of the message—the clarity of
the claim, the logic of its reasons, and the effectiveness of its supporting evidence.
The impact of logos on an audience is sometimes called the argument’s logical appeal.
Basically, a logos-based argument exhibits geometric characteristics, such as:

• If A = B
• And B=C
• Then A=C

However, Tim Bryce warns that the danger with rhetoric of logos is “developing a weak
or convoluted argument which is perceived as either illogical or is difficult for the
audience to grasp.” For example:

• Idolizers are people.
• Indians are people.
• Therefore, all Indians are idolizers.

Logos is vital to the credibility of one’s argument which should be carefully constructed
with basic building blocks of common sense. So logical discourse is an effective way
of communicating thoughts, but it is important to know the audience before presenting
such ideas.
Adler says: “Reasons and arguments may be used to reinforce the drive of the passions,
but reasons and arguments will have no force at all unless your listeners are already
disposed emotionally to move in the direction that your reasons and arguments try to
justify.” The concluding portion of Antony’s address is an illustration of effective blending
of pathos and logos.

“If you have tears, prepare to shed them now. You all do know this mantle: I
remember The first time ever Caesar put it on; ‘Twas on a summer’s evening,
in his tent, That day he overcame the Nervii: Look, in this place ran Cassius’
dagger through: Through this the well-beloved Brutus stabb’d; And as he pluck’d
his cursed steel away, Mark how the blood of Caesar follow’d it, As rushing out
of doors, to be resolved If Brutus so unkindly knock’d or no; For Brutus, as you
know, was Caesar’s angel: Judge, O you gods, how dearly Caesar loved him!
This was the most unkindest cut of all; For when the noble Caesar saw him
stab, Ingratitude, more strong than traitors’ arms, Quite vanquish’d him: then
burst his mighty heart; And, in his mantle muffling up his face, Even at the base
of Pompey’s statue, Which all the while ran blood, great Caesar fell. O, what a
fall was there, my countrymen! Then I, and you, and all of us fell down, Whilst
bloody treason flourish’d over us.”

Seldom will anyone depend on any component of rhetoric – ethos, pathos or logos.
Separating the appeals is an artificial process. The three appeals work together in
persuasion .

However, just as using a single appeal is unlikely to persuade, neither is using
all three in equal measure. How much ethos, pathos or logos is added into the mix
depends on the speaker, the audience, the subject and the context.