WHO IS ARISTOTLE?

Aristotle (384-322 B.C)

• A Greek philosopher and writer born in Stagira, Northern Greece.

• He was also the teacher of Alexander the Great.

• He studied physics, logic, mathematics, etc.
• While exploring the human nature scientifically, Aristotle developed a linear
model of communication for oral communication known as Aristotle’s
Model of Communication.
• This is considered as the first model of communication and was proposed
before 300 B.C.
• It is also the most widely accepted among all communication models.
What is Aristotle Model of Communication?

• Aristotle Model is mainly focused on speaker and speech.

• It is a speaker centered model as the speaker has the most important role
in it and is the only one active.
• The role of the audience is passive, influenced by the speech.
• The speaker must organize the speech beforehand, according to the
target audience and situation (occasion).
• The speech must be prepared so that the audience be persuaded or
influenced from the speech.
THE RHETORICAL TRIANGLE

• It is essentially a method to organize and distinguish the three elements of

rhetoric.
• This model was highly used to develop public speaking skills and create a
propaganda
• The three modes of persuasion, namely
o Logos
o Pathos
o Ethos
TRIANGLE OF REFERENCE BY ARISTOTLE’S

ETHOS
• Ethos is the characteristic which makes you credible in front of the
audience.
• If there is no credibility, the audience will not believe in you and will not be
persuaded by you
• Expertise and positions also give credibility to a person.
• For instance, the mass will not listen to the promises of a corrupt politician,
• but if a politician is known for his good deeds, there’s a high change his
speech will be heard.
PATHOS
• The literal translation of pathos is emotion.
 • Refers to the audience and the way in which they react to the speaker’s
message
• The center in the Aristotle Model of Communication.
• For instance, if people of a village needs water and the politician tells them
that he will help in building roads,
• the people will not get influenced but might be more influenced if he says
he’ll build a dam for drinking water and irrigation.
LOGOS

• The direct translation of logos is logic

• The most important part of one’s argument.
• You must present facts to the audience for them to believe in you.
• For example, a presenter using factual data in an awareness program will
attract the audience’s attention
• and will make them believe in the need of awareness in the particular
matter.
• 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:

o Use words that suit the target group

o Keep communication professional
o Conduct research before words are presented as facts
o Use recommendations from qualified experts
o 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:

o People’s involvement is stimulated by humour. Always keep different

types of humour in mind, though
o Use images or other visual materials to evoke strong emotions
o 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:

o What is the context? What conditions are relevant?

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

Criticisms of Aristotle’s Model of Communication

There are few criticisms around this model. Some of them are

• There is no concept of feedback, it is one way from speaker to audience.

• There is no concept of communication failure like noise and barriers.
• This model can only be used in public speaking.