Ethos, Pathos, Logos

Now the proofs furnished by the speech are of three kinds. The first depends upon the moral character of the speaker, the second upon putting the hearer into a certain frame of mind, the third upon th

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The orator persuades by moral character when his speech is delivered in such a manner as to render him worthy of confidence; for we feel confidence in a greater degree and more readily in persons of w

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For it makes a great difference with regard to producing conviction—especially in demonstrative, and, next to this, in forensic oratory—that the speaker should show himself to be possessed of certain

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For the orator to produce conviction three qualities are necessary; for, independently of demonstrations, the things which induce belief are three in number. These qualities are good sense, virtue, an

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For either through want of sense they form incorrect opinions, or, if their opinions are correct, through viciousness they do not say what they think, or, if they are sensible and good, they lack good

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There are three things which require special attention in regard to speech: first, the sources of proofs; secondly, style; and thirdly, the arrangement of the parts of the speech. We have already spok

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However, we should not on this account neglect the charm and power of eloquence and ascribe everything to virtue, but, considering oratory to be, not the creator of persuasion but certainly its cowork

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There are also three aims which the orator must always have in view; he must instruct, move and charm his hearers. This is a clearer division than that made by those who divide the task of oratory int

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Indeed I would add that pathos and ethos are sometimes of the same nature, differing only in degree; love for instance comes under the head of pathos, affection of ethos; sometimes however they differ

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