![]() ![]() If both the advertisement made 40 years ago and the exact same advertisement made today contain the same speaker with the same credentials (ethos), and the same arguments with the same logic (logos), and they both appeal to the same emotions and the same values (pathos), but the reception is completely different, then what has changed is the context in which the presentation was made (kairos).One of my all-time favorite posts on the Social Media Contractors blog is by one of our editors, Catherine: Me Talk Witty One Day: The Art of Social Media Rhetoric. Kairos (plural: kairoi) is an arguable fourth mode of persuasion which means the “right time,” “season” or “opportunity.” Kairos is an appeal to the timeliness or context in which a presentation is publicized, which includes contextual factors external to the presentation itself but still capable of affecting the audience's reception to its arguments or messaging such as the time in which a presentation is taking place, the place in which an argument or message is being made, the background information and demographics of an audience such as age, culture, faith, creed, etc., and the appropriateness of the speaker's tone given the nature of the occasion, and the relationship between the speaker, the audience and the topic.Īn example would be an outdated advertisement that would have been effective 40 years ago but hasn't aged well by today's standards. I come to speak to you in defense of a cause as holy as the cause of liberty-the cause of humanity. The humblest citizen in all the land when clad in the armor of a righteous cause is stronger than all the whole hosts of error that they can bring. ![]() I would be presumptuous, indeed, to present myself against the distinguished gentlemen to whom you have listened if this were but a measuring of ability but this is not a contest among persons. In some cases, downplaying the ethos can be done while emphasizing pathos, for example as William Jennings Bryan did in his Cross of Gold speech: Pathos may also include appeals to audience imagination and hopes done when the speaker paints a scenario of positive future results of following the course of action proposed. ![]() In addition, the speaker may use pathos and fear to sway the audience. Pathos is most effective when the author or speaker demonstrates agreement with an underlying value of the reader or listener. Pathos can be particularly powerful if used well, but most speeches do not solely rely on pathos. It can be in the form of metaphor, simile, a passionate delivery, or even a simple claim that a matter is unjust. : 42 The terms sympathy, pathetic, and empathy are derived from it. ![]() Pathos (plural: pathea) is an appeal to the audience's emotions. ![]()
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