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Architecture of Persuasion: Ethos, Logos, and Pathos

Persuasive communication follows a structure that has endured for centuries. In this 1-CPE session (Professional Development), participants explore the Aristotelian framework of Ethos, Logos, and Pathos and examine how credibility, logic, and emotional resonance function together in professional messaging. Drawing from course examples comparing historical and corporate speeches, participants analyze how different persuasive appeals influence audience response. The session also introduces the concept of emotional dynamics and volatility in presentations, based on research discussed in the course materials. Participants will evaluate how variation in tone and emotional movement increases engagement and how to apply this strategically in professional settings. The emphasis is on designing communication deliberately - balancing credibility, reasoning, and appropriate emotional appeal. This event may be a rebroadcast of a live event and the instructor will be available to answer your questions during the event.

After attending this presentation, you will be able to...

• Utilize Ethos, Logos, and Pathos in persuasive communication.
• Assess credibility-based, logic-based, and emotion-based strategies.
• Balance persuasive appeals in professional contexts.
• Apply a structured persuasion framework to workplace communication.

Highlights

The major topics that will be covered in this course include:

• Ethos, Logos, Pathos framework
• Credibility and authority in professional communication
• Logical argument structure and clarity
• Emotional dynamics and engagement
• Emotional contrast and volatility in persuasive messaging
• Balancing persuasive appeals
• Application analysis of professional communication examples