Rhetorical Concepts: Ethos, Logos, Pathos, Kairos and Commonplaces

One of criteria to asses rubric (writing project, proposal, report) is the use of rhetorical concepts in crafting argument. So, what rhetorical concepts are..?

Ethos
Ethos is frequently translated as some variation of “credibility or trustworthiness,” but it originally referred to the elements of a speech that reflected on the particular character of the speaker or the speech’s author. Today, many people may discuss ethos qualities of a text to refer to how well authors portray themselves. But ethos more closely refers to an author’s perspective more generally. In this resource, ethos means “author.”

Logos
Logos is frequently translated as some variation of “logic or reasoning,” but it originally referred to the actual content of a speech and how it was organized. Today, many people may discuss the logos qualities of a text to refer to how strong the logic or reasoning of the text is. But logos more closely refers to the structure and content of the text itself. In this resource, logos means “text.”

Pathos
Pathos is frequently translated as some variation of “emotional appeal,” but it originally referred to the elements of a speech that appealed to any of an audience’s sensibilities.