Aristotle Model of Communication

This article provides a practical explanation of the Aristotle Model of Communication. After reading, you’ll

understand the basics of this powerfulcommunication tool.

What is Aristotle Model of Communication?

It was Aristotle who first proposed and wrote about a unique model of communication. Today, his model is referred

to as the Aristotle Model of Communication. The great philosopher Aristotle already created this linear model before

300 BC, placing more emphasis on public speaking than on interpersonal communication. The simple model is

presented in a diagram and is still widely used in preparing seminars, lectures and speeches to this day.

The Aristotle Model of Communication can roughly be divided into five elements. The speaker is the most important

element, making this model a speaker-oriented model. It is the speaker’s task to give a speech to the public. The

role of the audience is passive. This makes the Aristotle Model of Communication a one-way model, from speaker

to receiver.

The Role of the Speaker

According to the Aristotle Model of Communication, the speaker is the main figure in communication. This person is

fully responsible for all communication. In this model of communication, it is important that the speaker selects his

words carefully. He must analyse his audience and prepare his speech accordingly. At the same time, he should

assume the right body language, as well as ensuring proper eye contact and voice modulations. In order to entice

the audience, blank expressions, confused looks, and monotonous speech must be avoided at all times. The

audience must believe in the speaker’s ability to easily put his money where his mouth is.
An example. A politician (the speaker) gives a speech on a market square during an election campaign (the

occasion). His goal is the win the votes of the citizens (the audience) present as well as those of the citizens

potentially watching the speech on TV. The people will vote (the effect) for the politician if they believe in his

views. At the same time, the way in which he presents his story is crucial in convincing his audience.

The politician talks about his party’s standpoints and will probably be familiar with his audience. In other situations,

it would be more suitable to actively research the audience in advance and determine their potential viewpoints or

opinions.

The Rhetorical Triangle

The rhetorical triangle is essentially a method to organise and distinguish the three elements of rhetoric. The

rhetorical triangle consists of three convincing strategies, to be used in direct communication situations. Aristotle

did not use a triangle himself in the Aristotle Model of Communication, but effectively described the three modes of

persuasion, namely logos, pathos, and ethos. These modes of persuasion always influence each other during

conversations in which arguments are shared back and forth, but also in one-way communication, such as during

speeches.

Ethos

Ethos is about the writer or speaker’s credibility and degree of authority, especially in relation to the subject at

hand. A doctor’s ethos is the result of years of study and training. Due to his qualifications, a doctor’s words

involve a significant degree of authority.

One’s ethos can be damaged in the blink of an eye, however. For example, the reputable politician may be found

out when corruption scandals come to light and his private life turns out to be in complete contrast with his political

standpoints. Tips for building ethos in communication:

 Use words that suit the target group

 Keep communication professional
 Conduct research before words are presented as facts
 Use recommendations from qualified experts
  Make logical connections and avoid fallacies

Pathos

The literal translation of pathos is emotion. In the rhetoric, pathos refers to the audience and the way in which they

react to the speaker’s message, the center in the Aristotle Model of Communication. The idea behind pathos is that

the audience must feel that they are communicated with. In certain situations, they want to feel more confident, in

others more sad, angry, or emotional. Before and during the Second World War, Adolf Hitler gave many speeches

in front of tens of thousands of people. His words and particular pronunciation made his audience feel attracted to

him. Pathos, emotion, can therefore also be abused. For example, people may become anxious as a result of the

false consequences of not buying a product presented in the sales world. The question of whether emotions may be

manipulated in sales strategies is a sensitive one. When collecting money for charities, this is somewhat socially

acceptable. However, when selling products or services, many people will express their doubts. Nevertheless,

capitalising on pathos can be very effective. Tips for effectively addressing emotions:

 People’s involvement is stimulated by humour. Always keep different types of humour in mind, though
 Use images or other visual materials to evoke strong emotions
 Pay attention to the intonation and tempo of one’s voice in order to elicit enthusiasm or anxiety

Logos

The direct translation of logos is logic, but in rhetoric it more broadly refers to the speaker’s message and more

specifically the facts, statements, and other elements that comprise the argument. According to the Aristotle model

of communication, logos is the most important part of one’s argument. For this reason, it is crucial that sales talks

always emphasise this particular element. The appeal to logic also means that paragraphs and arguments must be

properly ordered. Facts, statistics and logical reasoning are especially important here. When analysing logos,

always ask yourself:

 What is the context? What conditions are relevant?

 What are the potential counter-arguments?
 Is there any evidence that supports my argument? Always mention this
 Do I correctly avoid generalisations and am I being specific enough?

An Example of Proper Use of Rhetoric

One man who understood rhetoric very well and applied it effectively was Steve Jobs, founder of Pixar Animation,

NeXT, and Apple. He also applied the Aristotle model of communication effectively. This business guru stands head

and shoulders above others of his generation in terms of communication techniques. Much research has been

conducted into the ways in which he used to communicate a constant series of messages and themes about his

company’s products and his vision of the future.

Communication experts especially distinguish Steve Jobs’ ethos. His degree of ethos, or credibility, had a major

influence on how he used logos and pathos. If ethos was low, Steve Jobs would use high levels of pathos and low

levels of logos. If ethos was high, he would use low levels of pathos and high levels of logos.

In addition to effective use of the rhetorical triangle, Jobs also used a mix of rhetorical strategies such as

repetition, re-stirring of discussions to suit his vision and goals, and amplification. Amplification refers to a literary

technique in which the user enhances a series of words by adding information to increase their value and

comprehensibility.

Now it’s your turn

What do you think? Are you familiar with the Aristotle model of communication? How do you think you can use

this information to improve your communication skills? Do you have any additional tips for effective

communication? Do you have any other suggestions or additions?

Share your experience and knowledge in the comments box below.

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More information

1. Kallendorf, C., & Kallendorf, C. (1985). The figures of speech, ethos, and Aristotle: Notes toward a rhetoric of
business communication. The Journal of Business Communication (1973), 22(1), 35-50.
2. Griffin, E. M. (2006). A first look at communication theory. McGraw-Hill.
3. Braet, A. C. (1992). Ethos, pathos and logos in Aristotle’s Rhetoric: A re-examination. Argumentation, 6(3), 307-320.