The modes of persuasion are devices in rhetoric that classify the speaker's appeal to the audience. They are: ethos, pathos and logos.

Aristotle's On Rhetoric describes the modes of persuasion as thus:

Persuasion is clearly a sort of demonstration, since we are most fully persuaded when we consider a thing to have been demonstrated.

Of the modes of persuasion furnished by the spoken word there are three kinds. Persuasion is achieved by the speaker's personal character when the speech is so spoken as to make us think him credible. ^* Thirdly, persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments suitable to the case in question.

Ethos

Ethos is how well the speaker convinces the audience that he or she is qualified to speak on the particular subject. It can be done in many ways:

• By being a notable figure in the field in question, such as a college professor or an executive of a company who's business is that of the subject.
• By having a vested interest in a matter, such as being related to the person in question.
• By showing impressive logos that shows the audience the speaker is knowledgeable on the topic.

Pathos

Pathos is an appeal to the audience’s emotions. It can be in the form of metaphor, simile, a passionate delivery, or even a simple claim that a matter is unjust. Pathos can be particularly powerful if used properly, but most speeches do not solely rely on Pathos. However, Martin Luther King, Jr's I have a dream speech is famous for using almost entirely pathos.

Logos

Main article: Logos

Logos is logical appeal, and indeed the term logic is derived from it. It is normally used to describe facts and figures that support the speaker's topic. Since data is difficult to manipulate, especially if from a trusted source, logos may sway cynical listeners. Having a logos appeal also enhances ethos (see above) because information makes the speaker look knowledgeable and prepared to his audience. However, data can be confusing and thus confuse the audience. Logos can also be misleading or inaccurate.

However, the best arguments are made when all three modes of appeal are used together.

Rhetoric