Classical Rhetoric - Principles of Persuasive Speech: Use of Rhetorical Triangle Framework (Ethos, Pathos, Logos) by Eminent Orators

Classical Rhetoric

Originating in ancient Greece and Rome, with foundational contributions from figures like Aristotle, Cicero, and Quintilian, classical rhetoric focused on public speaking and argumentation. "Rhetoric" by Aristotle, a foundational text outlining the principles of persuasive speech; "De Oratore" by Cicero, a comprehensive guide to the art of rhetoric and oratory; and "Institutio Oratoria" by Quintilian, which provides a detailed work on the education of the orator and the stages of rhetorical training are considered as seminal texts by the key theorists in the domain of rhetoric.

The core concepts and techniques in this domain include the three persuasive appeals: ethos (credibility), pathos (emotional appeal), and logos (logical argument), also known as the Rhetorical triangle; five key components of rhetorical practice: Invention, Arrangement, Style, Memory, and Delivery known as Canons of rhetoric, and Figures of speech, which includes devices such as metaphors, similes, and anaphora used to enhance persuasive language. These three core concepts are illustrated in detail as follows:

Rhetorical Triangle: Ethos, Pathos, Logos

This classical framework, attributed to Aristotle, identifies three persuasive appeals used in communication: ethos (appeal to credibility and trustworthiness), pathos (appeal to emotions), and logos (appeal to logic and reason). It helps speakers and writers tailor their messages to appeal to the audience's beliefs, emotions, and intellect.

1. Ethos: Ethos refers to the ethical or moral character of the speaker or writer. It involves establishing credibility, trustworthiness, and authority with the audience. Ethos relies on the speaker's reputation, expertise, and integrity to persuade the audience to accept their message. Demonstrating ethos involves presenting oneself as knowledgeable, honest, and reliable, which enhances the audience's confidence in the speaker's argument.

2. Pathos: Pathos appeals to the audience's emotions, beliefs, and values. It involves evoking feelings such as empathy, sympathy, joy, anger, or fear to elicit an emotional response and create a connection with the audience. Pathos is used to inspire action, stir empathy, or motivate change by appealing to the audience's emotions and stirring their hearts. Effective use of pathos can make the message more memorable, engaging, and persuasive.

3. Logos: Logos appeals to the audience's logic, reason, and rationality. It involves presenting factual evidence, logical reasoning, and persuasive arguments to support the speaker's claims or assertions. Logos relies on facts, statistics, examples, analogies, and reasoning to convince the audience of the validity of the argument. By appealing to the audience's intellect and rationality, logos strengthens the credibility and persuasiveness of the message.

The Rhetorical Triangle provides a framework for crafting persuasive communication that resonates with the audience on multiple levels. By incorporating ethos, pathos, and logos into their messages, speakers and writers can effectively appeal to the audience's emotions and intellect, respectively, enhancing the persuasiveness and impact of their communication.

Whether delivering a speech, writing an essay, or crafting a marketing campaign, understanding and applying the principles of the Rhetorical Triangle can help communicators connect with their audience, build rapport, and achieve their persuasive objectives.

Examples: Utilization of the Rhetorical Triangle by Eminent Orators

1. Martin Luther King Jr.: In his "I Have a Dream" speech delivered during the March on Washington for Jobs and Freedom in 1963, Martin Luther King Jr. masterfully employed the Rhetorical Triangle. He established Ethos by leveraging his status as a respected civil rights leader and a minister. Through his impassioned delivery and powerful rhetoric, King appealed to Pathos by evoking strong emotions of hope, unity, and justice in the audience. Additionally, he used Logos by presenting logical arguments and supporting evidence to advocate for racial equality and civil rights, making a compelling case for social change. This iconic speech is one of the most famous speeches in history. In it, Dr. King passionately articulated his vision for racial equality and civil rights, calling for an end to racism and segregation in the United States. The speech inspired millions of people and became a rallying cry for the Civil Rights Movement, contributing to significant legislative changes, including the Civil Rights Act of 1964 and the Voting Rights Act of 1965. 2. Abraham Lincoln: In his Gettysburg Address delivered in 1863, Abraham Lincoln utilized the Rhetorical Triangle to great effect. Lincoln established Ethos by positioning himself as a unifying figure and a leader dedicated to preserving the Union and upholding democratic principles. Through his concise and poignant language, he appealed to Pathos by invoking themes of sacrifice, patriotism, and remembrance, eliciting emotions of sorrow and resolve among the audience. Moreover, Lincoln employed Logos by articulating the significance of the Civil War and emphasizing the fundamental principles of equality and freedom, making a logical argument for national unity and reconciliation. 3. Winston Churchill: In his speeches during World War II, Winston Churchill effectively employed the Rhetorical Triangle to rally the British people and inspire courage in the face of adversity. Churchill established Ethos by leveraging his reputation as a strong and determined leader. Through his stirring rhetoric and vivid imagery, he appealed to Pathos by evoking emotions of patriotism, defiance, and resilience among the British populace. Additionally, Churchill used Logos by presenting logical arguments and factual evidence to justify the Allied cause and articulate the importance of victory over tyranny, making a compelling case for perseverance and victory. Winston Churchill's stirring speech "We Shall Fight on the Beaches" (1940) was delivered by Churchill during World War II, following the evacuation of British and Allied troops from Dunkirk. In it, Churchill rallied the British people to persevere in the face of adversity, declaring, "We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender." The speech bolstered morale and resolve during a critical moment in the war, inspiring courage and determination to resist Nazi aggression. 4. Barack Obama: Throughout his presidency, Barack Obama demonstrated adept use of the Rhetorical Triangle in his speeches and addresses. He established Ethos by projecting an image of integrity, intelligence, and empathy, earning the trust and respect of the American people. Through his uplifting and inclusive rhetoric, Obama appealed to Pathos by evoking emotions of optimism, unity, and hope, inspiring a sense of collective purpose and possibility. Moreover, Obama employed Logos by presenting reasoned arguments, data-driven policies, and evidence-based solutions to address pressing issues such as healthcare, climate change, and economic inequality, making a persuasive case for progress and change. Barack Obama's "Yes We Can" Speech (2008), delivered after winning the Iowa caucus during the 2008 presidential campaign, emphasized hope, unity, and the possibility of change. The phrase "Yes We Can" became a powerful slogan that resonated with Americans across the country, inspiring a sense of optimism and collective action. The speech energized Obama's supporters and helped propel him to victory in the 2008 presidential election, making him the first African American president of the United States. 5. Malala Yousafzai's Address to the United Nations (2013): Malala, a Pakistani education activist and Nobel Peace Prize laureate, delivered a powerful speech at the United Nations on her sixteenth birthday, advocating for universal access to education and condemning violence against children. Her impassioned plea for girls' rights to education captured global attention and sparked a renewed commitment to addressing the issue of girls' education worldwide. Malala's bravery and eloquence have made her a symbol of courage and resilience in the fight for education and human rights. 6. Steve Jobs' Stanford Commencement Speech (2005): In his memorable commencement address at Stanford University, Jobs shared personal anecdotes and life lessons, encouraging graduates to pursue their passions, embrace failure, and live each day to the fullest. The speech resonated with audiences beyond the graduating class, inspiring millions of people to pursue their dreams, take risks, and stay hungry for success. Jobs' message of innovation, creativity, and perseverance continues to inspire entrepreneurs and dreamers around the world.

By incorporating Ethos, Pathos, and Logos into their communication, these leaders have left a lasting impact on society and continue to be remembered for their powerful rhetoric and transformative influence. These speeches demonstrate the power of public speaking to inspire, motivate, and catalyze change on a global scale.

Dr. Karminder Ghuman, Head of MBA Department, LM Thapar School of Management,          Thapar Institute of Engineering & Technology (Deemed to be University), Patiala

This blog is based on contents from the book: "The Art and Science of Effective and Impactful Business Communication for Managers" 

https://rb.gy/t1fnup

This book has a compilation of research-based proven tools and strategies to guide professionals regarding the following aspects of business, corporate, and managerial communication:

Employability Skills and Communication

• Cover Letter and Resume Writing
• Group Discussion (GD)
• Personal Interview

Writing Skills

• Business Writing Strategy
• E-mail Etiquettes
• Letter writing
• Agenda and Minutes of Meeting
• Office Memo, Notice, and Circular Writing
• Business Report Writing
• Writing a Compelling Press Release
• Business Proposal Writing 

Organizational Communication

• Bureaucratic Communication
• Satisfying Customer Care
• Intercultural Communication
• Leveraging Grapevine Communication
• Dealing with Ego, Power, and Organizational Politics
• Dealing with Aggression or Negative Emotions of a Senior at Workplace
• Communication Dilemmas at Workplace
• Communicating in Diverse and Hybrid Organizational Environment

Managerial Communication

• Making and Delivering an Impactful Presentation
• Probing and Confrontation Skills
• Problem Solving: Creativity and Innovation – Role of Communication
• Selling Skills
• Effective Meetings
• Conveying a Difficult Message
• Negotiation Skills
• Team Building, Group Communication and Inspiring Collaboration
• Providing Feedback and Criticism
• Conflict Management
• Personality Type of Leaders/Managers and Communication Style
• Communication Strategy and Decision-making Heuristics

Networking

• Networking
• Greetings, Introducing, and Rapport Building

Technology and Communication

• Technology and Communication
• Generative AI and Communication
• Social Media Communication

Leadership Communication

• Leadership Style and Communication
• Communication Strategies for Corporate Leaders
• Public Speaking
• Persuasive, Confident and Decisive Communication
• Increasing Productivity

Entrepreneurial Communication

• Story Telling
• Startup Pitching
• Persuasive Techniques: The Language of Persuasion
• Visual Content Creation: Blogs, Vlogs, Reels, Videos, Webinars, Tags, and Hashtags
• Content Writing and Career Opportunities

Monitoring and Measuring: Effectiveness of Communication

• Communication Audit: Monitoring and Measuring Effectiveness of Communication