Logos Appeal Quotes

Obama, in sharp contrast not just to social movements but to transformative presidents like FDR, follows the logic of marketing: create an appealing canvas on which all are invited to project their deepest desires but stay vague enough not to lose anyone but the committed wing nuts (which, granted, constitute a not inconsequential demographic in the United States).

Two kinds of readiness are constantly needed: (i) to do only what the logos of authority and law directs, with the good of human beings in mind; (ii) to reconsider your position, when someone can set you straight or convert you to his. But your conversion should always rest on a conviction that it’s right, or benefits others—nothing else. Not because it’s more appealing or more popular.

Urban renewal projects were accomplished so frantically it seemed like time-lapse photography. Stadiums built, hotels refurbished, decrepit buildings detonated, flora planted, less appealing native flora removed, roads paved, bus routes added, uniforms created, musicians recruited, dancers hired, corporate sponsors slapped on any surface that would receive a logo, graffiti painted over, homeless discreetly relocated, coyotes euthanized, bribes paid; deeper schisms around race and class momentarily tabled because company was coming!

Goals. What does the persuader want to get out of the argument? Is she trying to change the audience’s mood or mind, or does she want it to do something? Is she fixing blame, bringing a tribe together with values speech, or talking about a decision? Ethos, pathos, logos. Which appeal does she emphasize—character, emotion, or logic? Kairos. Is her timing right? Is she using the right medium?

Above all, the story of the Stato da Mar is a saga about trade. Alone in all the world, Venice was organized to buy and sell. The Venetians were merchants to their fingertips; they calculated risk, return, and profit with scientific precision. The red and gold lion banner of Saint Mark fluttered from mastheads like a corporate logo. Trade was their creation myth and their justification, for which they were frequently reviled by more terrestrial neighbors. There exists no more explicit description of the city's raison d'être and its anxieties than the appeal it made to the pope in 1343 for permission to trade with the Muslim world: "Since, by the Grace of God, our city has grown and increased by the labors of merchants creating traffic and profits for us in diverse parts of the world by land and sea and this is our life and that of our sons, because we cannot live otherwise and know not how except by trade, therefore we must be vigilant in all our thoughts and endeavors, as our predecessors were, to make provision in every way lest so much wealth and treasure should disappear." The appeal's gloomy conclusion echoes a manic-depressive streak in the Venetian soul. The city's prosperity rested on nothing tangible — no landholdings, no natural resources, no agricultural production or large population. There was literally no solid ground underfoot. Physical survival depended on a fragile ecological balance. Venice was perhaps the first virtual economy, whose vitality baffled outsiders. It harvested nothing but barren gold and lived in perpetual fear that, if its trade routes were severed, the whole magnificent edifice might simply collapse.

Bass Ale’s triangle logo was the first registered trademark in the English-speaking world, and today that sturdy oldness is a big part of the brand’s appeal.

Pathos is an appeal to the audience’s feelings. Ethos is an explanation of the speaker’s credibility. Logos feeds the viewer’s logic needs, using facts and evidence.

HOW DO YOU USE ARISTOTLE’S COMPONENTS OF PERSUASION? Take one of your recent presentations and categorize the content into one of the three categories we just covered: Ethos (credibility), Logos (evidence and data), and Pathos (emotional appeal). How does your pathos stack up against the rest? If your emotional appeal is minimal, you might want to rethink your content before you give this presentation again, like adding more stories, anecdotes, and personal insights.

The key criteria for creating a change story is fourfold. °  The story must be credible and relevant – in Aristotelian poetics, it must have ethos (an authority and understanding of the subject) and logos (it must make rational sense). °  It must be Visual and Visceral – appealing to the auditory, visual and kinaesthetic receivers in our brains. It must seize our hearts as well as impress our heads. In terms of Aristotelian poetics, it must have pathos (it must be felt). °  It must be flexible and scaleable – as easily told around a campfire as across the boardroom table. This implies the use of simple, everyday language and ideas. °  And it must be useful – able to turn vision into action; purpose into practice – acting as a transferor of meaning between one domain and another, between ‘your’ world and ‘mine’, between the ‘leader’ and the ‘led’.

To appeal to the ethos, pathos and logos is naught lest the soesos: appeals for the faith of the parts of the whole, in their spirit.

Imagine a DVD movie with a “mind”. Would it understand that it’s actually a DVD (Form) and not the movie (Content) it contains? The Content is far more appealing and vivid than the Form, which is why we live in a Mythos world rather than Logos.

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