Good writers write to win. As such, rhetorical appeals underlie much of the successful persuasive writing in society, whether in the form of written arguments, television commercials, or educational campaigns. As previously discussed, some thoughtful, strategic anti-smoking campaigns have reduced smoking-related diseases and death. Additionally, Ariel Chernin, advertising researcher, observes that a large body of literature proves that food marketing affects children’s food preferences. Similarly, appealing to logos, pathos, ethos, and kairos in your persuasive writing can help you achieve your goals. Approaching rhetorical appeals from the inside out—from the perspective of the writer—one can note their effectiveness in persuasive writing, and one can write to win.

Writers may employ several methods to appeal to pathos. Read “Pathos” to explore several suggestions which include: Referring to other emotionally compelling stories. Citing stark, startling statistics that will invoke a specific emotion in audience members. Showing empathy and/or understanding for an opposing view. Using humor, if appropriate.

Often times ads for medical products or even chewing gum might say that four out of five doctors/dentists recommend a certain product. Some commercials may even show a doctor in a white lab coat approving whatever is for sale. Now, provided that the person you are viewing is an actual doctor, this might be an example of a good ethos argument. On the other hand, if an automotive company uses a famous sports figure to endorse a product, we might wonder what that person knows about this product. The campaign and celebrity are not being used to inform the consumer, but rather to catch their attention with what is actually a faulty example of ethos.

Every time we write, we engage in debate or argument. Through writing and speaking, we try to persuade and influence our readers, either directly or indirectly. We work to get them to change their minds, to do something, or to begin thinking in new ways. Put simply, to be effective, every writer needs to know, and be able to use, principles of rhetoric.