Aristotle's Rhetorical Triangle as Applied to Advertisements

Abstract

This study aims to assess the effectiveness and impact of Aristotle's rhetorical triangle—ethos, pathos, and logos—on the behavior of consumers, focusing particularly on consumer product. Quantitative and qualitative methods including descriptive research design were used. Two hundred respondents from different specialization and year levels participated in the study. Results shows that age influences respondent preference of Aristotle's rhetorical appeals. However, specialization has no influence on respondents' behavior towards Aristotle's rhetorical appeals. Fifty-seven percent of the respondents perceived ethos appeal as the most effective appeal of persuasion. This finding could be due to culture, since Saudis value trust and credibility. Entities that might be affected directly or indirectly by the findings will give them an idea of how to reach and persuade the target audiences. The classical Aristotle's rhetorical triangle is the ancient art of persuasion and remains useful and applicable for communication.