Classical Rhetoric

Logos (Logic and Data)

In the architecture of a persuasive speech, the "Logos" pillar refers to the appeal to reason and intellect.

It is not enough to expound an idea; it must be sustained on a basis of irrefutable evidence.

This implies the use of logical arguments, verifiable statistical data and concrete facts that validate the thesis presented.

If a new methodology is claimed to be superior, Logos requires showing performance graphs, comparative studies or laboratory tests that objectively prove it.

The technique for applying Logos correctly is to structure reasoning deductively or inductively, ensuring that conclusions follow naturally from premises.

A discourse rich in Logos is immune to emotional criticism, since it is shielded by factual truth.

However, an excess of raw data without interpretation can be dry; the key is to translate logical complexity into accessible language without losing rigor.

Ethos, Pathos and Kairos

Ethos" is the credibility of the speaker. Before accepting a message, the audience unconsciously eva luates the moral and technical authority of the speaker.

To build Ethos, it is necessary to demonstrate competence in the subject matter, honesty and benevolence towards the audience.

This is achieved by citing reliable sources, sharing relevant expertise and avoiding logical fallacies that damage intellectual reputation. Pathos appeals to emotions.

Humans make decisions based on feelings and then justify them with logic.

A speech without emotion is an academic lecture, not a tool for change.

To activate Pathos, evocative stories, sensory metaphors and value-laden language that resonates with the audience's aspirations or fears are used.

Finally, "Kairos" refers to timing: knowing what to say and when to say it.

Adapting the message to the specific temporal and cultural context of the mome