When delivering citations, effective speakers do so as naturally as possible by citing only what’s necessary they don’t let citations overshadow the facts and interrupt the flow of the argument. By speaking clearly and in a convincing tone, and by using timing and pauses to reinforce important facts and claims, a speaker can easily appeal to his or her audience. If the audience doesn’t trust the speaker, then the audience won’t likely trust the information presented by the speaker.ĭelivery is another important way speakers use logos. By first establishing ethos, or likability and credibility, a speaker will then be able to effectively use logos. Speakers and presenters use logos when they support their assertions with facts, cite credible sources, quote reliable experts, and present clear lines of reasoning. Logos in Public Speaking and Oral Presentations Finally, this ad presents the “if/then” strategy by arguing that if you buy Popchips, then you will be a healthier person. The visual aspect of the ad also appeals to the audience’s sense of logic, because who wouldn’t want a bigger stack of chips? This ad uses a common form of logos with a “more bang for your buck” strategy that works well not only in advertisements for food products but also in ads regarding money or performance. Take a look at the Popchips ad below for an example of logos in print advertising.īy presenting nutritional facts and using a logical comparison, Popchips uses logos to show that their chips are better for consumers than their competitors’ chips. By using convincing images and/or language, many ads lead consumers to believe that if they purchase a product or service, then they will have more fulfilling lives or be more attractive, successful people if they do what the ad suggests, then they will solve a problem the ad has convinced them they have. Numbers and statistics are compelling ways advertisers use logos to convince people to buy what they’re selling.Īnother common way advertisers use logos is by presenting an “if/then” argument. Think calories, financial returns, miles per gallon, employment rates, etc. Logos is commonly used in advertisements having to do with nutrition, money, performance, or politics, which can all be shown with numbers. The purpose of an advertisement is to get people to do something that will ultimately benefit the advertiser, and logos is an important tool advertisers use to reach their target audiences and achieve their marketing goals. Addressing readers’ concerns with logical solutions and directly refuting their counter arguments are effective ways to include logos and convince an audience to accept a thesis.Īdvertisers use logos to convince people to invest money and/or time into a product, service, event, person, or organization. Logos in academic writing also depends heavily on audience awareness. Gaps or leaps in logic will diminish a piece’s logos, as will generalizations or broad statements supported by little evidence. If a paper presents an argument that is confusing or illogical, readers will not find it convincing therefore, academic writing must flow and avoid logical fallacies. The objective of academic writing is to compel readers to buy into a thesis by making that thesis easy to comprehend and accept. Sources should also be relevant, properly cited, and in most cases current. All evidence should be true and from credible sources. Evidence can be facts, statistics, historical references, scientific findings, or even literary allusions. In academic writing, a writer uses logos by supporting his or her thesis with evidence from credible sources and by clearly and logically arranging his or her argument. Logos can be developed by using advanced, theoretical or abstract language, citing facts (very important), using historical and literal analogies, and by constructing logical arguments. Logos is the Greek word for “word,” however the true definition goes beyond that, and can be most closely described as “the word or that by which the inward thought is expressed" and, "the inward thought itself" ( 1). To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject. Logos or the appeal to logic, means to convince an audience by use of logic or reason.
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