Ethos, Pathos, and Logos (EPL)

Goals

• Describe the Ethos–Pathos–Logos (EPL) framework.
• Skillfully apply EPL.

What

Ethos–Pathos–Logos (EPL) is a classical framework for persuasion that breaks influence into three elements:

• Ethos: Credibility and character of the persuader
  
• Pathos: Emotional connection with the target
  
• Logos: Logical reasoning and evidence

Together, they form a complete approach to shaping belief and behavior.

Ethos–Pathos–Logos was developed by Aristotle around 350 BCE as part of his foundational work Rhetoric, which laid the groundwork for the study of persuasion in Western philosophy. Rhetoric is the art of using language to persuade others effectively.

Why

• Effective persuasion often requires more than just logic.
• People are influenced by trust, emotions, and evidence — in combination.
• This framework helps you design messages that connect on all three levels.

How

Use the Ethos–Pathos–Logos model to structure your message:

1. Ethos – Trust
   • Show you’re credible, experienced, or caring.
   • Build connection through honesty and integrity.
2. Pathos – Feeling
   • Tap into emotions (hope, fear, pride, compassion).
   • Use stories, metaphors, or vivid language.
3. Logos – Reason
   • Provide clear reasoning or evidence.
   • Use data, examples, or logical structure.

Example

Scenario: Convincing a friend to start exercising

• Ethos: “I’ve been working out consistently for 6 months, and it’s changed my energy levels.”
• Pathos: “I remember how stuck and low I used to feel — and I don’t want that for you.”
• Logos: “Even 30 minutes of walking a day can reduce stress and boost your immune system.”

Framework

You can trust me because… [Ethos]
This matters because… [Pathos]
It makes sense because… [Logos]

Other Examples

Persuading a team to adopt a new tool

• Ethos: “As your team lead, I’ve reviewed multiple tools over the past year.”
• Pathos: “I know switching tools can be a hassle — we’ve all felt that.”
• Logos: “This one integrates with our current system and cuts admin time by 40%.”

Encouraging someone to vote

• Ethos: “I’ve studied civic engagement and voting behavior for years.”
• Pathos: “People fought hard for our right to vote — don’t let it go unused.”
• Logos: “Your vote directly affects local schools, roads, and safety.”