Persuasion Theory

Ethos

Ethos focuses on the credibility of the source delivering a message. Is the source considered to be ethical and believable? Source credibility directly impacts the effectiveness of an appeal. If a person delivering the message isn't believable, it doesn't matter what appeals are being used, so selecting an appropriate spokesperson is critical.

Ethos appeals are often made by using celebrity spokespeople, satisfied customers, and people who are perceived as peers to back a product or cause. Public relations practitioners should consider how their target public will perceive a spokesperson's integrity, expertise, reputation, and authority. Similarity to the audience and likability also are important characteristics, as can be physical attractiveness and charisma. For example, a musician popular with teenagers may be an appropriate spokesperson for that age group but would probably have little influence over senior citizens.

A public's opinion leaders may be good choices as message sources. Opinion leaders are respected people to whom others look for guidance. The balance (consonance) theory, which suggests that people consider their relationships with others when listening to and adopting information, provides support for using opinion leaders.

Logos

Logos refers to appeals based on logic and reason. These arguments usually consist of facts and figures, and they address an audience on a cognitive level. Public relations tactics aimed at educating a specific group of people most likely would focus on logos appeals. Such information would be communicated straightforwardly and objectively for the sole purpose of making that group of people aware of something.

Although strong factual information should be the foundation for any argument, facts and figures can't always stand alone because they lack inspiration and motivation.

Pathos

Pathos refers to arguments that are based on emotion—on arousing feelings such as fear, guilt, anger, humor, or compassion. Public relations practitioners use these appeals when their purpose is to motivate a group of people to think or do something in particular, such as buy a product or support a cause. Pathos appeals can be seen

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