Page 0010



Clive Shepherd

Founding Partner

Skills Journey

Aristotle's rhetoric

Effective persuasion through ethos,

pathos and logos

As learning professionals, it is our lot to

try our best to be persuasive, whether

we're trying to convince stakeholders to

go with what we believe will be the best

solution to their problem, persuade

learners and their managers to engage

with our interventions, or sell learners on

a new way of working. You could say we

were in the persuasion business.

Increasingly, we are adopting new

persuasion strategies, drawing upon

fields as diverse as behavioural

economics and neuroscience, fuelled by

a plethora of scientific and not-soscientific studies. We're looking to up

our success rate by better

understanding how humans make

decisions in different situations.

But it is foolish to disregard the insights

gained by those that came before us.

Maybe thousands of years ago they

didn't have access to big data, but

some of them certainly did have big


A good example is Aristotle, born in 384

BC and considered the Father of

Western Philosophy. In circumstances

that are probably pure coincidence, at

three separate recent events, I have

been recommended to Aristotle's

'modes of persuasion' as a tool that has

plenty of contemporary value.

I decided to take a look.

Aristotle's Rhetoric defines three means

for appealing to your audience: ethos,

pathos and logos. Now before you say

that this is all Greek to you, let me

explain what these terms mean.

Read more


  1. Page 0001
  2. Page 0002
  3. Page 0003
  4. Page 0004
  5. Page 0005
  6. Page 0006
  7. Page 0007
  8. Page 0008
  9. Page 0009
  10. Page 0010
  11. Page 0011
  12. Page 0012
  13. Page 0013
  14. Page 0014
  15. Page 0015
  16. Page 0016
  17. Page 0017
  18. Page 0018
  19. Page 0019
  20. Page 0020
  21. Page 0021
  22. Page 0022

Related Issues