Telling a story with logos, pathos and ethos

One of the main aims of any story teller is to convince their audience of something, whether that be to immerse them in a magical world, or make a theoretical argument, or to build an emotional connection with the characters. So how do you write a convincing story? What elements need to be there for an audience to buy into the narrative?

More than 2000 years ago, the philosopher Aristotle wrote On Rhetoric: A Theory of Civic Discourse where he laid the foundations for all subsequent ideas about rhetoric and the art of persuasion. Aristotle posited that in order to make a persuasive argument a writer requires three rhetorical appeals:

• Logos: making a logical argument. In non-fiction, this would mean that the narrative needs to be evidence based and structured in such a way that it pre-empts any counter argument.

• Ethos: being credible and likeable. A writer needs to be seen as someone that the audience can trust and respect, someone whose argument is worth listening to, or someone whose ideals are similar to their own.

• Pathos: connecting emotionally with the audience. This is about forming an emotion connection, either by evoking positive emotions for the narrative or negative emotions for the ideas or people who oppose the writer’s argument.

(As an aside to this blog post, this is an example of the power of the rule of three, which I’ve discussed previously. Artistotle breaks quite a few of his rhetorical concepts down to three parts, likely because he understood the power that the rule of three has in helping people to engage with and remember information.)

Aristotle’s ideas have been used to inform written and spoken work throughout the ages. His writings cover far more than just these three elements and are essentially a ‘how to’ guide for making an argument that people will listen to. Being a philosopher and scientist, Aristotle was most concerned with using discourse to communicate theoretical ideas rather than stories, but the basic concept is just as useful for writers wanting to ‘sell’ their fiction to their audience.

One thing that I think is important to note though, is that most writing doesn’t necessarily require all three of these factors to be successful. A not-very-good book by an internationally best-selling writer is likely to still sell a lot of copies regardless. A story that plucks at the heart strings well enough may be forgiven for some factual inaccuracies or internal inconsistencies. And a well-written story with an interesting argument to make may not need to appeal to the audience’s emotions to be remembered.

Logos within Fiction

Logos is all about a story making sense. It doesn’t necessarily have to be completely factually accurate but it the narrative has to flow in a way that readers can wrap their heads around and the rules of the world within the story need to be consistent.

Some stories use logos as the primary focus of the narrative. For example, Fountains of Paradise by Arthur C. Clarke is largely a speculative piece about the feasibility of a space elevator on earth. The characters are fairly two dimensional and forgettable, largely used as a means of progressing his scientific ideas. Another example would be The Martian by Andy Weir, who said in promoting his book that he worked hard to ensure that the novel was as scientifically accurate as possible.

On the other hand, we have the TV series Lost. Those of you who have watched it will remember waiting patiently for explanations for the polar bear that appears in the jungle in Season 1, or what was underneath the hatch, or what the numbers truly meant. Many explanations just led to further questions and by the finale there were several hanging threads that were never tied off. The story was often more about the characters anyway and many fans still felt satisfied by the closure they had by the end. However, plenty of others were disappointed by the lack of cohesive narrative, and the issues with the story have reduced its re-watch value for many fans.

While readers will tend to forgive the odd mistake here and there, or suspend their disbelief for a compelling enough story, it definitely weakens a story and disrupts our immersion if we find ourselves questioning the logic within the narrative.

Pathos within Fiction

If a writer can emotionally connect with an audience through their writing then they’ll create moments that are remembered long after the story is over. The example that sprang to my mind when writing this is from the movie The Never-ending Story. If you were a child when this movie came out, then you may already be picturing Atreyu desperately trying to rescue his horse Artax from drowning in the Swamp of Sadness only to fail and be left to continue his journey alone. The emotional connection that I felt for Atreyu has stuck with me well into my adulthood, cementing my memory of the movie along with it.

One way to use pathos to good effect, is to establish well-rounded characters that we can empathise with. By exploring their thoughts and feelings, their vulnerabilities and strengths, the audience starts to feel close to them, which leads to the reader feeling happy when life goes their way or upset when it doesn’t. Equally, writers can elicit more complex feelings by exploring different themes or dilemmas that might lead to the character making choices that readers might disagree with, eliciting their ire but still also forming an emotional connection with the story. One example of this is with Severus Snape from JK Rowling’s Harry Potter series. He is largely presented as an unlikeable character, who had fought for the villain Voldemort and was cruel to Harry in his time at Hogwarts. But he was also revealed to have been in love with Harry’s mother and working as a spy for the enemy in the present day. Many readers have been divided over whether his good actions outweigh the bad and whether his love for Harry’s mother and desire for redemption really make up for his behaviour toward Harry throughout the books.

Pathos can also be driven by the events of the story. If the characters are placed in a situation that the audience would find frightening or overwhelming, then the moment itself can trigger similar emotions even if the characters aren’t well developed yet. Horror movies take advantage of the power of pathos in this setting all the time. Often character development is limited but these films will draw on our fears of the events that are happening to the characters in order to keep us emotionally invested in the rest of the story.

Budding writers are told to ‘show, not tell’ in their narratives and pathos benefits the most from this technique. Research has shown that trying to picture a scene in our minds eye triggers activity in the same brain areas as when we are experiencing events ourselves. So the more we are immersed in the sensory experiences or the internal process of a character, the more connected we will feel with what is happening to them.

Ethos in Fiction

For storytelling, there are two ways in which ethos can apply. Firstly, within the story itself. A writer can demonstrate their credibility by writing well. If you start the first page and find spelling errors or clunky dialogue or figurative language that doesn’t seem to work, then you start to question whether their ideas are worth the time. Simply by making sure that their work is well-edited, a writer can demonstrate that are capable of telling a story and the audience is just that bit more likely to continue. All of the different storytelling techniques that writers try to learn, like the use of point of view, or story themes, or characterisation, or sentence structure, all combine to make them seem more credible to a reader.

But there are also factors outside of the book itself to be aware of. If an author is already well established then we trust that their content will be worth reading. We buy the next book in their series not based on any recommendations for that book, but based on our knowledge of the books that the writer has previously produced. This only takes a writer so far of course – if their audience reads the book and decides that its not on par with their previous work, then they’ll be less likely to buy the next story.

The importance of ethos is the reason why many writers are now on social media, posting about themselves and their work. If a reader feels that they know the writer, that they understand the writer’s point of view, then they’re more likely to pay for their work. Even before social media, books always had a blurb about the author, telling us something personal about them: unnecessary for enjoyment of the book, but sometimes those little details help us to decide whether a book is for us or not. I remember thinking that Jim Butcher was someone who might write my kind of fiction because his blurb said that he enjoyed playing tabletop games. I stuck a postcard of Terry Pratchett with rats on his shoulders up on my noticeboard because I loved my pet rats growing up and enjoyed the idea that I might share that love with one of my favourite writers.

Building credibility or likeability as a writer generally takes time. The Harry Potter series didn’t start to get big until it was three books in. Jim Butcher spent time on the convention circuit trying to make contacts in the literary industry before he found representation for his first Dresden Files book. Andy Weirposted his novel in a serialised format on his website and then self published it online but he had already spent years posting a web comic and short fiction on his website, building up the audience he needed to make his novel a success.

How does it all add together?

To go back to Aristotle, he believed that the most important element of these three concepts was logos, driven as he was by his attempts to convey rational, scientific argument in his work. When it comes to fiction, all three can play an important role in the success of a story. For a narrative to stand the test of time, any good writer will have considered how they are using each of these elements to contribute to the narrative that they want to sell to their audience. This doesn’t necessarily mean giving equal weight to each concept though – as already noted, Arthur C. Clarke wasn’t always very good with pathos but his stories carried scientific ideas that stood the test of time; and The Never-ending Story is remembered more for the emotional impact of the events on the characters. In terms of ethos, some writers work to sell themselves as much as they do their books, building connections with their fans, while others prefer not to be under the public eye, relying on the quality of their writing to establish their credibility. Each approach may build an audience, though it will likely be composed of different groups of people, drawn to the type of story that most appeals to them. The most important part for a writer is to consider their work and who they want their audience to be, so that they can use these three elements to help make their story a success.

 

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About the Author

 Caroline Ashley is a clinical psychologist who works for the NHS in Scotland. She loves fantasy in all forms and is fascinated by the ways in which the fantasical can speak to our everyday lives.

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