Forms and Elements of Persuasion


Persuasion is defined as a type of behavior that is used to change someone’s mind about their ideas, choices, motivations, as well as their behavior.

Rhetoric is a powerful strategy of persuasion that entails thorough observation and study of people, whether in groups, as individuals, or as a community, in order to better understand how to apply the “art” of persuasion.

Observing individuals would require a large number of studies, as well as the hiring of skilled philosophers, artists, and presenters with the ability to persuade.

Advertisements targeted at specific demographics to promote the sale of a product, or a political campaign targeting indecisive voters with the goal of influencing their decision one way or the other, are current examples of this strategy.

Forms of Persuasion

According to Aristotle, there are three forms of persuasion: ethos, logos, and pathos. Each method is based on a particular source and serves a specific purpose:


Ethos is a phrase used to describe persuasion that is based on morality or ethics. This type of persuasion assumes that the person or speaker utilizing it is competent, reliable, and well-informed.

An honest individual uses their knowledge and experience to support their ideas in their argument or speech. This is done by mentioning relevant sources and relying on their expertise to persuade the listener.

This is regarded as acceptable in the sense that it is not intended to persuade listeners for the purpose of obtaining unethical benefits or advantages. The speaker’s reputation and credibility are important in terms of credibility, but this can be demonstrated by well-constructed arguments that demonstrate that they are ethical.


Logos is based on logic, which is the application of logic to persuade others. This procedure entails the use of evidence and studies to support the argument.

It’s a compact, transparent format that appeals to individuals who can’t be persuaded without proof or other sources to back up the argument, rather than those who can’t be persuaded without pseudoscience or misleading evidence.

The format of the logo is typically explained in a straightforward, frequently chronological, or progressive manner to show how an issue was initially considered uncontroversial, then followed by research and observation for real facts to back up the case.


Pathos is a persuasion tactic that is based on the recipient’s emotions (the person who is being persuaded). It is one of the most popular and successful methods of persuasion. Pathos focuses emphasis on the emotions of the audience, such as their passion, imagination, creativity, and empathetic nature.

Although the goal of pathos is similar to that of ethos and logos, it can be deceptive when it leverages an individual’s or a group’s emotions to achieve an advantage. This is observed in high-control groups when promises of generating a lot of money or enjoying the benefits by following a set of rules or beliefs are made.

Elements Of Persuasion

Persuasion has certain aspects that impact its effectiveness in persuasion. These qualities are necessary for paying attention to the listeners and observing their reactions and levels of participation.

Certain people are more easily persuaded than others. Some people need a high level of credibility and factual material before making a decision about a particular area of an argument. On the other hand, they are more easily persuaded with less effort.


To persuade someone, they must like you or at least share a common interest with you. For example, a corporate representative may not be successful in persuading or “selling” their products or reputation until they first establish a connection with their target audience.

A person in a representative role may appear intimidating or unrelatable at first, therefore they will typically look for common ground or pleasant characteristics to connect with individuals before using their persuasion tactic.

They might, for example, share a personal narrative about a family member or a personal event that others can relate to. It’s essentially the “entry point” for establishing an emotional connection and then furthering their appeal.

The majority of people want to be acknowledged. An expression of acceptance or feeling liked may feel like a sense of empowerment to a group or individual who feels ignored or rejected in some way.

However, there is a risk of becoming a victim because the individual who displays acceptance may be seeking to defraud them or exploit their circumstances for personal gain.

Building Trust

There is no way to persuade without trust. People frequently question someone with whom they disagree or are unsure. If you’re trying to persuade someone to change their mind, chances are they won’t do so until they have faith in you.

Even after trust has been created, persuasion can be tough; however, when additional elements are considered, it becomes easier. Building trust is a long-term process that does not necessarily happen right away.

It is simpler to gain trust if you share commonalities with the person who is attempting to gain your trust. Once trust has been established, the person receiving the persuasive message may relax and become more susceptible to influence than before.

It’s crucial to regularly analyze and examine how someone interacts if you believe they deserve your trust because it’s natural to become more relaxed and less skeptical once that barrier of suspicion has been dropped.

Communications Skills

It is necessary to retain an interest in persuasion by using good communication skills and adjusting the types of phrases and words utilized. Instead of utilizing intricate descriptions and over-the-top speeches, people will respond if you communicate to them in simple and clear words.

Persuasion is most effective when people feel they understand and can relate to one another on the same level. People gravitate toward others who share their experiences, beliefs, and ideas. Those who have a natural ability to discourse or converse may also be masters of persuasion. They should be handled with caution.

Maintaining Consistency

To maintain participation, it’s important to keep the tone and expectations consistent from the start. Even with the strongest persuasion powers, if someone deviates from their original purpose, they risk losing followers and credibility.

A good speaker will be able to maintain consistency, but it is difficult to know if they sincerely believe in their aims (even if they have the ability to stay on course) and if their tactics are sophisticated enough to persuade others of their credibility.

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