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Understanding the delicate balance between reasonable, ethical uses of pathos and

the uses of logic and authority can be, nonetheless, quite difficult. Consequently,
Lesson 4 will focus exclusively on the proper uses of pathos and the benefits of

emotion management, the strength of proper tone, and effective word choice, as well

as the role of empathy in the business world.

Logos: Presenting Logic to Persuade

Logos refers to the presentation of logic to persuade. It involves appealing to an

audience by focusing on the logical progression of a communicator's thoughts.

Possibly to the approach's credit, advertisements often avoid logos. Its most
common uses are in the business and academic spheres.

Note: Regardless of whether logos comprise the bulk of your

persuasion efforts, your prose should still follow the logical

structure previously covered in this lesson. Focusing on logic
as a means of persuasion and the inartistic/artistic structure of clear

communication should not be confused. While the ideas are

interrelated, they are not the same. Logos is logic as a means of
persuasion. The previous information in this lesson presented

a pattern for constructing clear prose: move from inartistic

information to artistic information. It just so happens that this
too is a logical progression.

To understand logos better, consider the following example.

Example #1: Company Associate X presents data indicating that sales are declining

and then offers an idea as to how to handle the situation that she came up with after
considering the collected data.

TX Marketing II: Negotiation Techniques 19