Aristotle’s three appeals – logos, pathos, and ethos – are effective tools in the rhetorical framework. Using all three as part of a rhetorical strategy, in fact, is one of the most effective methods of persuading others, and as a result, changing the mind of others. Many people, however, have elevated the appeal to logic, or logos, over the other two, despite Aristotle’s belief that ethos is the most effective of the three. Yet with the emergence of contemporary brain research, emotion (pathos) is being show to be the primary driver of thinking and behavior. As such, strategies may need to change regarding the method leaders, and the public at large, use to effectively lead others, persuade others and motivate them to action.

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