Speech
Sometimes the occasion arises when you will need to be able to persuade another individual or a crowd to do something you desire. Persuasion is an art that must be used masterfully. The Greek philosopher Aristotle claimed that there were three methods of persuasion: logos, ethos and pathos. When used together, you can have a very powerful persuasive argument.
Ethos
Ethos is also known as credibility. To sway your audience to your side of the argument, you must appear trustworthy. No one will trust the argument of someone who appears to have no credibility. You have to look like you know what it is you are discussing. Credibility can come in the form of allusions to history or expert insight. For example, if you are speaking on why your company should implement your new marketing idea, you could probably reveal any insight you gained from a marketing researcher. However, you must tell your audience that you gained this insight from the marketing researcher. An act like this demonstrates to your audience that you have consulted with higher knowledge to come to your conclusion, adding credibility to your speech.
Logos
You can use all the allusions in the world, but it cannot replace the need for hard evidence or data, otherwise known as logos. An argument based on opinion is a weak argument, because anything you say can be easily refuted. The best type of logos is data, such as statistics that can help support your claim. Evidence is also a great form of logos, as long as it is accurate. If you are trying to persuade your audience that smoking is harmful, it is helpful to have statistics available to prove that. You can also bring in a fact from your own life; perhaps you had a friend die from his smoking habit. Logos assures your audience that you are telling facts, which may compel them to agree with your side of the argument.
Pathos
The most extreme way to persuade your audience is through the use of pathos. Pathos is appealing to the emotions. It is relatively easy to cause a stir in human emotions. Take advantage of that notion by relaying some emotional statements. For example, if you are trying to persuade your audience that it is wise to support stem cell research, you can describe a heart-wrenching moment when someone you knew personally would have benefited substantially from a treatment derived from stem cells. Including vivid imagery into your description can gain the sympathy of your audience.
