Using Ethos, Pathos & Logos in Teaching Business, Ethics, and Negotiation

Abstract While using Aristotle's approaches to rhetoric – ethos, pathos, and logos – is common in teaching philosophy and rhetoric, incorporating an analysis of these principles into business education is relatively rare and constitutes a missed opportunity. A discussion of Aristotle's analysis of rhetorical approaches and their application to persuasive communications in the marketplace gives students an engaging and lively opportunity to become more observant, analytic, and effective. Discussions that include an analysis of ethos, pathos and logos are particularly effective when teaching ethics, negotiation, and other business topics where it is important to understand the effect of perception on decision‐making. The paper examines the pedagogical value of studying rhetoric as applied to business education, provides lively examples of advertisements and other persuasive messages to help students analyze the type of appeal being made, and includes a class exercise and teaching note.