Although we live within a historical moment where we are bombarded by messages in a greater number than ever before, the need to analyze and interpret messages is not new. The ancient Greek philosopher Aristotle (384-322 B.C.E.) developed rhetoric into an art form, which explains why the terminology that we use for rhetoric comes from Greek. The three major parts of effective communication, also called the Rhetorical Triangle, are ethos, pathos, and logos, and they provide the foundation for a solid argument. As a reader and a listener, you must be able to recognize how writers and speakers depend upon these three rhetorical elements to communicate effectively. As a communicator, you can benefit from analyzing the way others rely upon ethos, pathos, and logos, so you can leverage these elements in your own speaking and writing.
Rhetorical analysis can evaluate any type of communicator –speaker, an artist, an advertiser, or a writer–but to simplify the language in this chapter, the term “writer” will represent the role of the communicator.[1]
Figure 7.2.1 The Rhetorical Triangle: Ethos, Pathos, and Logos
A Balanced Argument
According to Aristotle, a solid argument needs ethos, pathos, and logos. That doesn’t mean that you should try to balance each one in every persuasive argument you make. Instead, ethos, pathos, and logos help us do two things:
Determine why an argument isn’t currently persuasive. For example, if you show a sample ad campaign to a client and they don’t find it trustworthy, you can examine how you’re using ethos. If your Powerpoint presentation is boring, you can think about how pathos could be used to help your audience take your message seriously.
Identify how others are trying to persuade us. Ethos, pathos, and logos can be useful tools for information literacy. When a salesperson comes into your office to give you a slick pitch about a new piece of software that’s going to change your working life, you can think about how they’re trying to persuade you. Is it all pathos with very few facts to back it up?
Logos is where facts come in. Your audience will question the validity of your claims; the opinions you share in your writing need to be supported using science, statistics, expert perspective, and other types of logic. However, if you only rely on logos, your writing might become dry and boring, so even this should be balanced with other appeals.
Pathos is the fastest way to get your audience’s attention. People tend to have emotional responses before their brains kick in and tell them to knock it off. Be careful, though. Too much pathos can make your audience feel emotionally manipulated or angry because they’re also looking for the facts to support whatever emotional claims you make so they know they can trust you.
Ethos is what you do to prove to your audience that you can be trusted that you are a credible source of information. This is especially important when writing an argument to an audience who disagrees with you. It’s much easier to encourage a disagreeable audience to listen to your point of view if you have convinced them that you respect their opinion and that you have established credibility through the use of logos and pathos, which show that you know the topic on an intellectual and personal level. You can also gain ethos through your use of sources. Reliable, appropriate sources act as expert voices that provide a perspective you don’t have. Layout, graphic design choices, white space, style and tone: all of these factors influence your ethos.[2]
Instructions
Read the “A Hush Over Europe” by Winston Churchill, former Prime Minister of Great Britain.
Identify the appeals to logos, pathos, and ethos, and fill out the corresponding Rhetorical Analysis Template with 3 items for each appeal.
In order to understand more about Churchill’s “ethos,” you can search for more information about him on the Internet.
To identify the appeal to logos, consult the section headings to understand each piece of Churchill’s argument.
For “pathos,” underline or highlight passages that use imagery or vivid, emotional language.
WINSTON CHURCHILL
Prime Minister of the United Kingdom from 1940 to 1945 and again from 1951 to 1955
Broadcast to the United States from London
August 8, 1939
In this speech, Winston Churchill tries to convince the United States to ally itself to Britain against Germany just four weeks before Germany invaded Poland on September 1, 1939. He knows that war in Europe is inevitable. As is evident in this speech, he is afraid of the global consequences of Japan’s invasion of China, which began on July 7, 1937— just a year after the international Olympics in Germany.
Japan, Germany, and Italy will later form the Axis powers in September 27, 1940, a year after the beginning of WWII. The U.S. declared war on Germany on December 11, 1941 after Japan attacked Pearl Harbor. This speech is now known as “A Hush Over Europe.”
Figure 7.2.2: Polish Tanks
An appeal to help China
There is a hush over all Europe, nay, over all the world, broken only by the dull thud of Japanese bombs falling on Chinese cities, on Chinese universities or near British and American ships. But then, China is a long way off, so why worry? The Chinese are fighting for what the founders of the American Constitution in their stately language called: “Life, liberty and the pursuit of happiness.” And they seem to be fighting very well. Many good judges think they are going to win. Anyhow, let’s wish them luck! Let’s give them a wave of encouragement—as your President did last week, when he gave notice about ending the commercial treaty. After all, the suffering Chinese are fighting our battle, the battle of democracy. They are defending the soil, the good earth, that has been theirs since the dawn of time against cruel and unprovoked aggression. Give them a cheer across the ocean—no one knows whose turn it may be next. If this habit of military dictatorships’ breaking into other people’s lands with bomb and shell and bullet, stealing the property and killing the proprietors, spreads too widely, we may none of us be able to think of summer holidays for quite a while.
Germany and Italy are preparing for War
But to come back to the hush I said was hanging over Europe. What kind of a hush is it? Alas! it is the hush of suspense, and in many lands it is the hush of fear. Listen! No, listen carefully; I think I hear something—yes, there it was quite clear. Don’t you hear it? It is the tramp of armies crunching the gravel of the parade-grounds, splashing through rain-soaked fields, the tramp of two million German soldiers and more than a million Italians—”going on maneuvers”—yes, only on maneuvers! Of course it’s only maneuvers just like last year. After all, the Dictators must train their soldiers. They could scarcely do less in common prudence, when the Danes, the Dutch, the Swiss, the Albanians and of course the Jews may leap out upon them at any moment and rob them of their living-space, and make them sign another paper to say who began it.
German and Italian Acts of War
Besides, these German and Italian armies may have another work of liberation to perform. It was only last year they liberated Austria from the horrors of self-government. It was only in March they freed the Czechoslovak Republic from the misery of independent existence. It is only two years ago that Signor Mussolini gave the ancient kingdom of Abyssinia its Magna Charta. It is only two months ago that little Albania got its writ of Habeas Corpus, and Mussolini sent in his Bill of Rights for King Zog to pay. Why, even at this moment, the mountaineers of the Tyrol, a German-speaking population who have dwelt in their beautiful valleys for a thousand years, are being liberated, that is to say, uprooted, from the land they love, from the soil which Andreas Hofer died to defend. No wonder the armies are tramping on when there is so much liberation to be done, and no wonder there is a hush among all the neighbors of Germany and Italy while they are wondering which one is going to be ‘liberated’ next.
Fear of Nazi Attack
The Nazis say that they are being encircled. They have encircled themselves with a ring of neighbors who have to keep on guessing who will be struck down next. This kind of guesswork is a very tiring game. Countries, especially small countries, have long ceased to find it amusing. Can you wonder that the neighbors of Germany, both great and small, have begun to think of stopping the game, by simply saying to the Nazis on the principle of the Covenant of the League of Nations: “He who attacks any, Attacks all. He who attacks the weakest will find he has attacked the strongest”? That is how we are spending our holiday over here, in poor weather, in a lot of clouds. We hope it is better with you.
The Worship of Hitler
One thing has struck me as very strange, and that is the resurgence of the one-man power after all these centuries of experience and progress. It is curious how the English-speaking peoples have always had this horror of one-man power. They are quite ready to follow a leader for a time, as long as he is serviceable to them; but the idea of handing themselves over, lock, stock and barrel, body and soul, to one man, and worshiping him as if he were an idol- That has always been odious to the whole theme and nature of our civilization.
Check and Balances in British and American Constitutions
The architects of the American Constitution were as careful as those who shaped the British Constitution to guard against the whole life and fortunes, and all the laws and freedom of the nation, being placed in the hands of a tyrant. Checks and counter-checks in the body politic, large devolutions of State government, instruments and processes of free debate, frequent recurrence to first principles, the right of opposition to the most powerful governments, and, above all, ceaseless vigilance, have preserved, and will preserve, the broad characteristics of British and American institutions.
Hitler’s Power
But in Germany, on a mountain peak, there sits one man who in a single day can release the world from the fear which now oppresses it; or in a single day can plunge all that we have and are into a volcano of smoke and flame.
Desire of Britain and France for Peace
If Herr Hitler does not make war, there will be no war. No one else is going to make war. Britain and France are determined to shed no blood except in self-defense or in defense of their allies. No one has ever dreamed of attacking Germany. If Germany desires to be reassured against attack by her neighbors, she has only to say the word and we will give her the fullest guarantees in accordance with the principles of the Covenant of the League. We have said repeatedly we ask nothing for ourselves in the way of security that we are not willing freely to share with the German people. Therefore, if war should come there can be no doubt upon whose head the blood-guiltiness will fall. Thus lies the great issue at this moment, and none can tell how it will be settled.
It is not, believe me, my American friends, from any ignoble shrinking from pain and death that the British and French peoples pray for peace. It is not because we have any doubts how a struggle between Nazi Germany and the civilized world would ultimately end that we pray tonight and every night for peace. But whether it be peace or war—peace with its broadening and brightening prosperity, now within our reach, or war with its measureless carnage and destruction—we must strive to frame some system of human relations in the future which will bring to an end this prolonged hideous uncertainty, which will let the working and creative forces of the world get on with their job, and which will no longer leave the whole life of mankind dependent upon the virtues, the caprice, or the wickedness of a single man.[3]
Assignment: Rhetorical Analysis Template
Appeal
Quoted Text from “A Hush Over Europe”
Paragraph #
Explanation: Why do you think it represents this appeal? Explain in your own words and from your own perspective.
Browning, E., Boylan, K., Burton, K., DeVries, K., & Kurtz, J. (2018). Let's Get Writing. Virginia Western Educational Foundation, Inc. https://pressbooks.pub/vwcceng111/chapter/chapter-2-rhetorical-analysis/ ↵
Churchill, W. (1939, August 8). A Hush Over Europe | Winston Churchill Speech. National Churchill Museum. Retrieved August 7, 2025, from https://www.nationalchurchillmuseum.org/a-hush-over-europe.html ↵