权威、感染力、理性、契机：说服模式以及如何应用（译）
原始链接：https://blog.prepscholar.com/ethos-pathos-logos-kairos-modes-of-persuasion
Ethos, pathos, logos, and kairos all stem from rhetoric—that is, speaking and writing effectively. You might find the concepts in courses on rhetoric, psychology, English, or in just about any other field!
权威、感染力、理性和契机都源于修辞学——也就是说，有效地说话和写作。你可能会在修辞学、心理学、英语或其他任何领域的课程中找到这些概念!
The concepts of ethos, pathos, logos, and kairos are also called the modes of persuasion, ethical strategies, or rhetorical appeals. They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising.
权威、感染力、理性和契机的概念也被称为说服模式、伦理策略或修辞诉求。它们有很多不同的用途，从日常与他人的互动，到重大的政治演讲，再到有效的广告宣传。
Read on to learn about what the modes of persuasion are, how they’re used, and how to identify them!
继续往下读，了解说服的模式是什么，它们是如何使用的，以及如何识别它们!
"Yes, Alexander, this will be on the test."
“是的，亚历山大，这个会在测试里出现的。”
What Are the Modes of Persuasion?
什么是说服的模式？
As you might have guessed from the sound of the words, ethos, pathos, logos, and kairos go all the way back to ancient Greece. The concepts were introduced in Aristotle’s Rhetoric, a treatise on persuasion that approached rhetoric as an art, in the fourth century BCE.
你可能已经猜到，ethos, pathos, logos和kairos这些词的发音可以追溯到古希腊。这些概念是在公元前4世纪亚里士多德的《修辞学》中引入的。《修辞学》是一篇论述说服的论文，将修辞学视为一门艺术。
Rhetoric was primarily concerned with ethos, pathos, and logos, but kairos, or the idea of using your words at the right time, was also an important feature of Aristotle’s teachings.
修辞学主要与权威、情感和理性有关，但契机，或在适当的时间使用你的语言的想法，也是亚里士多德所教授内容的一个重要特征。
However, kairos was particularly interesting to the Sophists, a group of intellectuals who made their living teaching a variety of subjects. The Sophists stressed the importance of structuring rhetoric around the ideal time and place.
然而，时间对诡辩家特别感兴趣，他们是一群以教授各种学科为生的知识分子。诡辩家强调围绕理想的时间和地点构建修辞的重要性。
Together, all four concepts have become the modes of persuasion, though we typically focus on ethos, pathos, and logos.
总的来说，这四个概念已经成为说服的模式，尽管我们通常关注的是权威, 情感和理性。
If Einstein says it, it must be true.
如果爱因思坦这么说，它应该是正确的。
What Is Ethos?
什么是权威？
Though you may not have heard the term before, ‘ethos’ is a common concept. You can think of it as an appeal to authority or character—persuasive techniques using ethos will attempt to persuade you based on the speaker’s social standing or knowledge. The word ethos even comes from the Greek word for character.
虽然你以前可能没听过这个词，但“ethos”是一个常见的概念。你可以把它看作是一种对权威的呼吁，或者是基于演讲者的社会地位或知识，使用权威来说服你的说服技巧。ethos(权威)这个词甚至来自希腊语中的character(性格)一词。
An ethos-based argument will include a statement that makes use of the speaker or writer’s position and knowledge. For example, hearing the phrase, “As a doctor, I believe,” before an argument about physical health is more likely to sway you than hearing, “As a second-grade teacher, I believe.”
一个以权威为基础的论点将包括利用演讲者或作者的立场和知识的陈述。例如，在一场关于身体健康的争论之前，听到“作为一名医生，我相信”这句话，比听到“作为一名二年级教师，我相信”更有可能影响你。
Likewise, celebrity endorsements can be incredibly effective in persuading people to do things. Many viewers aspire to be like their favorite celebrities, so when they appear in advertisements, they're more likely to buy whatever they're selling to be more like them. The same is true of social media influencers, whose partnerships with brands can have huge financial benefits for marketers.
同样，名人的支持在说服人们做事情方面也能非常有效。许多观众都希望自己能像他们最喜欢的名人一样，所以当他们出现在广告中时，他们更有可能购买自己卖的东西，希望自己更像名人。社交媒体的影响者也是如此，他们与品牌的合作可以为营销人员带来巨大的经济利益。
In addition to authority figures and celebrities, according to Aristotle, we’re more likely to trust people who we perceive as having good sense, good morals, and goodwill—in other words, we trust people who are rational, fair, and kind. You don’t have to be famous to use ethos effectively; you just need whoever you’re persuading to perceive you as rational, moral, and kind.
根据亚里士多德的理论，除了权威人物和名人，我们更倾向于相信那些我们认为具有良好判断力、道德观和善意的人——换句话说，我们相信理性、公正、善良的人。你不一定要出名才能有效地使用权威；你只需要被说服的人认为你是理性的，有道德的，善良的。
Sad imagery is an example of pathos, which appeals to emotion.
悲伤的意象是一个情感的实例，它诉诸于情绪。
What Is Pathos?
什么是感染力？
Pathos, which comes from the Greek word for suffering or experience, is rhetoric that appeals to emotion. The emotion appealed to can be a positive or negative one, but whatever it is, it should make people feel strongly as a means of getting them to agree or disagree.
“Pathos”一词来自希腊语，意为“痛苦”或“经验”，是一种诉诸情感的修辞手法。这种情绪可以是积极的，也可以是消极的，但不管是什么，它都应该让人们感到强烈，以此来让他们同意或不同意。
For example, imagine someone asks you to donate to a cause, such as saving rainforests. If they just ask you to donate, you may or may not want to, depending on your previous views. But if they take the time to tell you a story about how many animals go extinct because of deforestation, or even about how their fundraising efforts have improved conditions in the rainforests, you may be more likely to donate because you’re emotionally involved.
例如，想象有人让你为一项事业捐款，比如拯救热带雨林。如果他们只是要求你捐赠，你可能想也可能不想，这取决于你以前的观点。但是，如果他们花时间告诉你，有多少动物因为砍伐森林而灭绝，或者他们的筹款活动如何改善了热带雨林的状况，你可能更有可能捐款，因为你会带着情感参与。
But pathos isn’t just about creating emotion; it can also be about counteracting it. For example, imagine a teacher speaking to a group of angry children. The children are annoyed that they have to do schoolwork when they’d rather be outside. The teacher could admonish them for misbehaving, or, with rhetoric, he could change their minds.
但情感不仅仅是创造情感;它也可以是关于抵消它。例如，想象一位老师对一群愤怒的孩子讲话。孩子们很恼火，他们宁愿呆在外面却得做作业。老师可以因为他们的行为不端而训诫他们，也可以用花言巧语来改变他们的想法。
Suppose that, instead of punishing them, the teacher instead tries to inspire calmness in them by putting on some soothing music and speaking in a more hushed voice. He could also try reminding them that if they get to work, the time will pass quicker and they’ll be able to go outside to play.
假设，老师不是惩罚他们，而是通过播放一些舒缓的音乐，用更安静的声音说话，试图让他们冷静下来。他还可以试着提醒他们，如果他们去上班，时间会过得更快，他们可以出去玩。
Aristotle outlines emotional dichotomies in Rhetoric. If an audience is experiencing one emotion and it’s necessary to your argument that they feel another, you can counterbalance the unwanted emotion with the desired one. The dichotomies, expanded upon after Aristotle, are:
亚里士多德在《修辞学》中概述了情感两分法。如果听众正在体验一种情绪，而你的论点又必须让他们感受到另一种情绪，你可以用期望的情绪来平衡不想要的情绪。在亚里士多德之后扩展的二分法是:
Anger/Calmness
Friendship/Enmity
Fear/Confidence
Shame/Shamelessness
Kindness/Unkindness
Pity/Indignation
Envy/Emulation
愤怒/冷静
友谊/敌意
恐惧/信心
羞愧/无耻
善良/不近人情
遗憾/愤慨
嫉妒/效法
Note that these can work in either direction; it’s not just about swaying an audience from a negative emotion to a positive one.
注意，这些可以在任何方向起作用；这不仅仅是要把观众从消极情绪转变为积极情绪。
However, changing an audience's emotion based on false or misleading information is often seen as manipulation rather than persuasion. Getting into the hows and whys requires a dive into the ethics of rhetoric, but suffice to say that when you attempt to deceive an audience, that is manipulation.
然而，基于虚假或误导性信息改变观众的情绪往往被视为操纵而不是说服。要了解如何和为什么，就需要深入研究修辞的伦理，但只要说，当你试图欺骗观众时，那就是操纵。
If you really want to get an audience fired up about something, you can inspire righteous anger, which may or may not be manipulation. If somebody is offended that you’ve asked them for something, you can try making them feel sorry for you by turning indignation into pity—that’s manipulation.
如果你真的想让观众对某事感到愤怒，你可以激发正义的愤怒，这可能是也可能不是操纵。如果有人因为你向他们提出要求而感到被冒犯，你可以试着把愤慨转化为怜悯，让他们为你感到难过——这就是操纵。
Seems trustworthy, right?
看起来是可信的，对吧？
What Is Logos?
什么是理性？
Logos comes from a Greek word of multiple meanings, including “ground,” “speech,” and “reason.” In rhetoric, it specifically refers to having a sense of logic to your persuasion; logos-based rhetoric is founded in logic and reason rather than emotion, authority, or personality.
理性来自一个希腊单词，有多种含义，包括“基础”、“言语”和“理性”。在修辞学中，它具体指的是你的说服要有逻辑性;基于逻辑的修辞建立在逻辑和理性之上，而不是情感、权威或个性。
A logic-based argument appeals to a person’s sense of reason—good logos-based rhetoric will persuade people because the argument is well-reasoned and based in fact. There are two common approaches to logos: deductive and inductive arguments.
一个基于逻辑的论点会吸引一个人的理性意识，好的基于逻辑的修辞会说服人们，因为这个论点是合理的和基于事实的。关于理性有两种常见的方法:演绎论证和归纳论证。
Deductive arguments build on statements to reach a conclusion—in effect, the conclusion is reached in reverse. A common method is to propose multiple true statements which are combined to reach a conclusion, such as the classic method of proving that Socrates is mortal.
演绎论证建立在陈述的基础上，以得出结论——实际上，结论是以相反的方式得出的。一种常见的方法是提出多个真实的陈述，将这些陈述结合起来得出一个结论，比如证明苏格拉底会死的经典方法。
All men are mortal, and Socrates is a man, therefore Socrates must be mortal.
人皆有一死，而苏格拉底是人，所以苏格拉底必有一死。
That’s not really a case that needs to be argued, but we can apply the same framework to other arguments as well. For example, we need energy to live. Food gives the body energy. Therefore, we need food to live.
这不是一个需要论证的案例，但我们也可以把这个框架应用到其他论点上。例如，我们需要能源来生存。食物给身体能量。因此，我们需要食物来生存。
All of this is based on things we can prove, and results in a conclusion that is true, not just theorized. Deductive reasoning works on the assumption that A = B, B = C, so therefore A = C. But this also supposes that all the information is true, which is not always the case.
所有这些都是建立在我们可以证明的基础上的，并且得出的结论是正确的，而不仅仅是理论化的。演绎推理基于A = B, B = C的假设，因此A = C。但这也假设所有的信息都是正确的，但事实并非总是如此。
Sometimes the conclusions you reach with deductive reasoning can be valid, as in the reasoning makes sense, but the conclusion may not be necessarily true. If we return to the Socrates argument, we could propose that:
有时你通过演绎推理得出的结论是有效的，因为推理是有意义的，但结论不一定是正确的。如果我们回到苏格拉底的论点，我们可以提出:
All men eat apples. Socrates is a man. Therefore, Socrates must eat apples.
所有人吃苹果。苏格拉底是人。所以，苏格拉底肯定吃苹果。
The problem is that we can’t prove that all men eat apples—some do, some don’t. Some might eat an apple once but never again. But based on our arguments, the conclusion that Socrates must eat apples is valid.
问题是我们不能证明所有的人都吃苹果——有些人吃，有些人不吃。有些人可能会吃一次苹果，但再也不会吃了。但基于我们的论点，苏格拉底必须吃苹果的结论是有效的。
A strong deductive argument for logos-based reasoning will be composed of provable facts that can reach a provable conclusion. However, a valid but not entirely sound argument can also be effective—but be wary of shifting from persuasion to manipulation!
一个强有力的演绎论证将由可证明的事实组成，可以得出一个可证明的结论。然而，一个有效但不完全合理的论点也可能是有效的——但是要警惕从说服转变为操纵!
Another approach to logos-based rhetoric is inductive reasoning, which, unlike deductive reasoning, results in a probable argument rather than a definite one. That doesn’t mean that it is less effective—many scientific concepts we accept as truth are inductive theories simply because we cannot travel back in time and prove them—but rather that inductive reasoning is based on eliminating the impossible and ending in an argument that is based in sound logic and fact, but that may not necessarily be provable.
另一种基于理性的修辞方法是归纳推理，与演绎推理不同，归纳推理的结果是一个可能的论点，而不是一个确定的论点。这并不意味着它的效率会降低-许多我们接受为真理的科学概念都是归纳理论, 只是因为我们无法回到过去并证明它们-而归纳推理是建立在消除不可能的基础上，并以一个基于合理逻辑和事实的论点结尾，但这可能不一定是可证明的。
For example, all people with a cough have a cold. Kelly has a cough. Therefore, Kelly likely has a cold.
举例来说，所有咳嗽的人都是感冒。凯莉咳嗽。因此，凯利很可能是感冒了。
Our conclusion is likely, but not absolute. It’s possible that Kelly doesn’t have a cold—not because she doesn't have a cough, but because there are other possible causes, such as having allergies or having just breathed in some dust. The conclusion that she has a cold is likely based on data, but not absolute.
我们的结论是可能的，但不是绝对的。凯莉有可能没有感冒——不是因为她没有咳嗽，而是因为有其他可能的原因，比如过敏或刚刚吸入了一些灰尘。她感冒的结论可能是根据数据得出的，但不是绝对的。
Another example would be that Kelly picks her nose. Kelly is a woman, therefore all women must pick their nose.
另一个例子是凯利挖鼻子。凯利是女人，所以所有的女人都要挖鼻孔。
Inductive reasoning is based on generalizations. The first example, in which Kelly likely has a cold, makes sense because it’s based on something provable—that a sampling of people who have a cough have colds—and followed up with a likely conclusion. In the second example, this is a less sensible conclusion because it’s based on extrapolation from a single reference point.
归纳推理是以归纳为基础的。第一个例子，凯利很可能感冒了，这是有道理的，因为它是基于一些可证明的东西——咳嗽的人会感冒——然后得出一个可能的结论。在第二个例子中，这是一个不太明智的结论，因为它是基于特例的推断。
If we reverse the claim and say that all women pick their noses, and Kelly is a woman, therefore Kelly must pick her nose, that would be more sound logic. Still not necessarily true—not all women pick their noses—but a more sound example of inductive reasoning.
如果我们反过来说，所有的女人都挖鼻子，而凯利是女人，所以凯利必须挖鼻子，这是更合理的逻辑。也不一定是真的——不是所有的女人都挖鼻子——但这是归纳推理的一个更合理的例子。
Inductive reasoning can still be incredibly effective in persuasion, provided that your information is well-reasoned. Inductive reasoning creates a hypothesis that can be tested; its conclusion is not necessarily true, but can be examined.
归纳推理在说服中仍然非常有效，只要你的信息是合理的。归纳推理创造了一个可以检验的假设;它的结论不一定是真的，但可以检验。
As always, be wary of venturing into manipulation, which is more likely to be based on erroneous or misleading facts. 和往常一样，要警惕冒险进行操纵，因为操纵更有可能是基于错误或误导性的事实。
Kairos is all about the right time and place.
契机是关于正确的时间和地点的。
What Is Kairos?
什么是契机？
Kairos is the Greek word for the opportune moment, which is precisely what it means in rhetoric. According to this principle, the time in which an argument is deployed is as important as the argument itself. An argument at the wrong time or to the wrong audience will be wasted; to be effective, you must also consider when you are speaking and to whom.
契机在希腊语中是“适时”的意思，这正是它在修辞中的意思。根据这一原则，论证部署的时间和论证本身一样重要。在错误的时间或对错误的听众进行辩论将是浪费；为了有效，你还必须考虑什么时候和谁说话。
In effect, kairos means choosing the correct rhetorical device to match the audience and space in which you’re attempting to persuade. If you wanted to persuade people to go vegetarian, the middle of a hot dog-eating contest is probably not the right time. Likewise, you’re probably not going to persuade a room of data-driven scientists of something by appealing to pathos or ethos; logos is probably your best bet.
实际上，契机的意思是选择正确的修辞手段来匹配你试图进行说服的听众和空间。如果你想说服人们吃素，在吃热狗比赛中间可能不是合适的时间。同样地，你也不可能通过诉诸情感或精神来说服一屋子受数据驱动的科学家；理性可能是你最好的选择。
In essence, kairos asks you to consider the context and atmosphere of the argument you’re making. How can you deploy your argument better considering time and space? Should you wait, or is time of the essence?
本质上，契机要求你考虑你所提出的论点的背景和气氛。考虑到时间和空间，你如何更好地展开你的论点？你应该等待，还是时间紧迫?
As Aristotle famously said, “Anybody can become angry—that is easy, but to be angry with the right person and to the right degree and at the right time and for the right purpose, and in the right way—that is not within everybody's power and is not easy.”
亚里士多德有句名言:“任何人都可能生气——这很容易，但在正确的时间、正确的目的和正确的方式对正确的人、正确的程度生气——这不是每个人都能做到的，也不是一件容易的事。”
The goal of kairos is to achieve exactly that. Effective use of kairos strengthens your persuasion ability by considering how people are already feeling based on context. How can you influence or counteract that? Or maybe pathos isn’t the right approach—maybe cold hard facts, using logos, is more suited. Kairos works in conjunction with the other modes of persuasion to strengthen your argument, so as you’re putting a persuasive piece together, consider how and when it’ll be deployed!
契机的目标就是实现这一点。有效地使用契机可以通过考虑人们基于上下文的感受来增强你的说服能力。你如何影响或抵消它?或者也许悲伤不是正确的方法——也许冷酷的事实，使用商标，更合适。契机与其他说服模式一起工作，以加强你的论点，所以当你把一个有说服力的部分放在一起时，考虑它将如何和何时部署!
Do a little detective work to figure out which mode of persuasion you're seeing.
做点侦察工作，弄清楚你看到了哪种说服模式
How to Identify Ethos, Pathos, Logos, and Kairos
如何分别权威、情感、理性以及契机
Understanding how the modes of persuasion work can make you better at identifying and picking them out. Not only is a better understanding of them useful for composing your own arguments, but it’s also beneficial when seeing other people’s arguments. When you understand how ethos, pathos, logos, and kairos work, you’re less susceptible to them.
理解说服的模式是如何工作的，可以让你更好地识别和挑选它们。更好地理解它们不仅有助于你构建自己的论点，而且在看到别人的论点时也是有益的。当你了解了权威、情感、理性和契机是如何运作的，你就不会那么容易受到它们的影响。
Advertising is one of the places we see the modes of persuasion most often. Looking at each of these advertisements, you can see how they use each mode of persuasion to convince audiences to convince an audience of something.
广告是说服模式最常见的地方之一。看看每一个广告，你可以看到他们是如何使用每一种说服方式来说服观众来说服观众。
Ethos
权威
When we all vote（当我们投票的时候）
Using celebrities is a classic example of ethos, which uses authority or recognition to convince an audience of something. In this case, celebrities like Michelle Obama, Lin-Manuel Miranda, and Janelle Monáe discuss the importance of voting.
利用名人是一个典型的例子，用权威或认可来说服观众。在这种情况下，像米歇尔·奥巴马，林-马努艾尔·米兰达和贾妮尔·莫奈这样的名人讨论投票的重要性。
It doesn’t matter that they’re not politicians or political scientists; audiences find them appealing and genuine. When they speak of the importance of voting, audiences listen because they like what these figures have to say. If talented, famous people like this are taking the time to vote, it must be important!
他们不是政治家或政治学家并不重要；观众觉得他们很有吸引力，也很真诚。当他们谈到投票的重要性时，听众会倾听，因为他们喜欢这些人所表达的内容。如果像这样有才华、有名的人花时间去投票，那一定很重要!
Historians or those well-versed in politics might make different arguments about why audiences should vote, but in this case, the goal is to inspire people. When we see people we admire doing things, we want to do them too; hence the reason that ethos works so well.
历史学家或精通政治的人可能会对为什么观众应该投票提出不同的观点，但在这种情况下，目的是激励人们。当我们看到我们欣赏的人在做事情时，我们也会想去做;这就是精神气质如此有效的原因。
Pathos
感染力
Sarah McLachlan Animal Cruelty Video
莎拉·麦克拉克兰动物虐待视频
ASPCA’s commercials are some of the most infamous examples of pathos in advertising. Sarah McLachlan’s “Angel” plays over footage of abused animals in shelters, encouraging viewers to donate money to support the organization.
美国防止虐待动物协会的广告是广告中最臭名昭著的情感例子。莎拉·麦克拉克兰的作品《天使》播放了收容所中受虐待动物的画面，鼓励观众捐款支持该组织。
It’s not hard to understand why it works; both the song and the imagery are heartbreaking! You can’t help but feel sad when you see it, and that sadness, when followed up by a prompt to donate, encourages you to take immediate action. And these ads are effective—the campaign raised millions of dollars for ASPCA.
不难理解为什么它会起作用;这首歌和画面都令人心碎!当你看到它的时候，你会情不自禁地感到悲伤，而这种悲伤，随着捐款的提示，会鼓励你立即采取行动。这些广告很有效——这项活动为防止虐待动物协会筹集了数百万美元。
By appealing to our emotions and making us feel sad, this advertisement encourages us to act. That’s a classic use of ethos—it influences our feelings through the one-two punch of sad music and imagery, encouraging us to perform the desired action.
通过唤起我们的情感，让我们感到悲伤，这个广告鼓励我们采取行动。这是对精神气质的经典运用——它通过悲伤的音乐和意象的连续打击来影响我们的感情，鼓励我们执行想要的行动。
Logos
理性
Introducing iPhone XS iPhone XS Max and iPhone XR Apple（译者注：这个视频是替代原来失效链接的）
介绍iPhone XS iPhone XS Max和iPhone XR-苹果公司
https://youtu.be/9m_K2Yg7wGQ（译者注：此链接已经失效，为此重新找了一个视频用来说明这个问题https://youtu.be/1EnDE-Sd_fw）
In some cases, emotion and authority aren’t the right tactic. Logos often appears in tech advertisements, such as this one for the iPhone XS and XR.
在某些情况下，情感和权威并不是正确的策略。理性经常出现在科技广告中，比如这则iPhone XS和XR的广告。
Notice how the advertisement focuses on product shots and technological terms. Most audiences won’t know what an A12 bionic neural engine is, but it sounds impressive. Likewise, that “12 MPf/1.8 wide-angle lens, with larger, deeper 1.4 micron pixels” is pretty meaningless to most people, but the numbers suggest that this phone is something special because it uses scientific-sounding language.
注意广告是如何集中在产品镜头和技术术语上的。大多数观众不知道A12仿生神经引擎是什么，但它听起来令人印象深刻。同样的，“12 MPf/1.8广角镜头，更大更深的1.4微米像素”对大多数人来说没什么意义，但数字表明这款手机很特别，因为它使用了听起来很科学的语言。
It doesn’t matter whether audiences really understand what’s being said or not. What matters is that they feel confident that the ad is selling them something they need—in this case, impressive technological specifications that make this phone an improvement over others.
观众是否真正理解所讲的内容并不重要。重要的是，他们相信广告正在向他们出售他们需要的东西——在这种情况下，令人印象深刻的技术规格使这款手机比其他手机更好。
Kairos
契机
M&M's Commercial 2017 Faint Christmas Eve
M&M的2017年恬淡平安夜广告
Kairos should ideally factor into all uses of the modes of persuasion, but timeliness can also be a big selling point. In this Christmas-themed M&Ms advertisement, the company uses timely humor to forge a connection between the holidays and M&Ms.
理想情况下，说服模式的所有使用都应该考虑契机因素，但及时性也可能是一个很大的卖点。在这则以圣诞节为主题的m&m巧克力豆广告中，该公司用适时的幽默打造了节日和m&m巧克力豆之间的联系。
Because these commercials have been running for such a long time, there’s also a nostalgic attachment to them. Just as people look forward to new Budweiser advertisements during the Super Bowl, others look forward to seeing M&Ms or the Coca-Cola polar bear during the holidays.
因为这些广告已经播出了很长时间，所以也有一种怀旧的感觉。正如人们期待在超级碗期间看到新的百威广告一样，其他人也期待在节日期间看到M&Ms巧克力豆或可口可乐北极熊。
Though this commercial doesn’t go out of its way to tell you the benefits of M&Ms, it does forge a connection between M&Ms and Christmas, encouraging people to purchase them around the holidays.
虽然这个广告并没有特意告诉你m&m巧克力豆的好处，但它确实在m&m巧克力豆和圣诞节之间建立了联系，鼓励人们在节日前后购买它们。
Enhance your persuasion by better understanding ethos, pathos, logos, and kairos.
通过更好地理解ethos, pathos, logos和kairos来增强你的说服力。
Examples of the Modes of Persuasion
说服模式的例子
Now that you’ve had some exposure to how ethos, pathos, logos, and kairos function and what they can do, you can test your ability to recognize them using the images below! 现在，您已经了解了ethos, pathos, logos和kairos的功能以及它们的作用，您可以使用下面的图片测试您识别它们的能力!
There are a few things to notice about this image:
关于这张照片，有几点需要注意:
The anonymous figure
The language
The use of a statistic
匿名人物
语言
统计数据的使用
Can you figure out which mode of persuasion this represents?
你能找出这代表的是哪种说服方式吗?
The fact that the figure is anonymous tells us it’s probably not ethos. While we might be influenced by a person who’s in shape, there’s not really an appeal here based on the person—they’re just an image to support the ad.
这个人是匿名的事实告诉我们，这可能不是一种权威。虽然我们可能会受到一个身材好的人的影响，但这里并没有真正基于人的吸引力——他们只是支持广告的一个图像。
“DOMINATE” is a pretty loaded word, suggesting that this may have elements of pathos.
“支配”是一个相当有内涵的词，表明这可能含有悲伤的成分。
However, take a look at that statistic. Whether it’s true or not, a hard statistic like that suggests that this ad is using logos to appeal to viewers. You can draw out an argument from there—75% of users lose weight within weeks. You’re a user. Therefore, you will likely lose weight within weeks.
然而，看看这个数据。不管这是真的还是假的，像这样的硬性统计表明，这则广告使用了理性来吸引观众。你可以从中引出一个争论——75%的用户在几周内减肥了。你是一个用户。因此，你可能会在几周内减肥。
What do you notice about this image?
这个图像你注意到了什么?
The photo
The way the text frames the woman’s body
The name of the perfume
The color choice
这张照片
文字框定了女人身体的方式
香水的名字
颜色的选择
What mode of persuasion is this?
这是什么说服方式?
Again, we don’t know who the model is, and perfume isn’t going to make us look like her, so we can count ethos out.
再说一次，我们不知道模特是谁，香水也不会让我们看起来像她，所以我们可以排除权威性。
The ad seems pretty intent on making us look at certain things—the woman’s lips and chest in particular. What is it trying to make us feel?
这则广告似乎特别想让我们看某些东西——尤其是女人的嘴唇和胸部。它想让我们有什么感觉?
“FORBIDDEN FRUIT” has a connotation of sensuality.
“禁果”有一种性感的内涵。
Red is a color commonly associated with passion.
红色通常与激情联系在一起。
When you combine the photo, the framing, the perfume name, and the color, you get a strong sense of sex appeal from the advertisement. This makes it an example of pathos—the ad is trying to make us feel a certain way. If we buy this perfume, maybe we would feel attractive, too. 当你把照片、框架、香水名称和颜色结合在一起时，你会从广告中得到一种强烈的性感感。这使它成为一个情感的例子——广告试图让我们有某种感觉。如果我们买这种香水，也许我们也会觉得自己很有魅力。
How about this advertisement?
这个广告怎么样?
A serious-looking photo
Text promising “no more back pain”
“Doctor recommended.”
一个严肃的表情图片
文字承诺“背部不再疼痛”
“医生推荐”
Seeing a doctor might make you tempted to think the answer is logos, but there’s no appeal to logic here.
去看医生可能会让你认为答案就是理性，但这里没有逻辑可言。
“No more back pain,” is a nice promise, but there’s no attempt to appeal to emotions, so it can’t be pathos.
"背部不再疼痛"是个不错的承诺，但没有试图诉诸情感，所以不是太有情感。
What’s important in this image is the combination of the doctor in the image and the line “doctor recommended.” This doctor might not be famous, but he does have authority, making this an example of ethos.
在这幅图中，重要的是医生和“推荐医生”这一行的组合。这位医生也许不是很有名，但他有权威，这是社会权威的一个例子。
Our confidence in this treatment grows because we trust that a doctor understands how to address back pain. 我们对这种治疗方法的信心与日俱增，因为我们相信医生知道如何治疗背部疼痛。
What mode of persuasion is this? Think about:
这是什么说服方式?思考:
The framing
The model
The text
框架
模型
文本
She does look fashionable and the ad mentions stylists, so it’s possible that this is ethos.
她看起来确实很时尚，而且广告上提到了造型师，所以这可能是一种权威。
There are no statistics or arguments being made, so the answer probably isn’t logos.
没有统计数据或论据，所以答案可能不是理性。
Pathos is possible, but despite having a heavily made-up model, this ad is far less about sex appeal than the previous one.
情感是可能的，但尽管有一个化妆的模特，这则广告远不如前一个性感。
But the text mentions a specific holiday—New Year’s—suggesting that this is kairos. Kairos can, and often should, be combined with all the modes of persuasion to be even more effective. In this case, the model’s appearance could suggest either ethos or pathos in addition to kairos. The message here is that you should act now, at the beginning of the year, to take advantage of the deal and to start the year off with a new style, much like the one the model is sporting.
但文中提到了一个特定的节日——新年——暗示这是契机。契机可以，而且通常应该与所有的说服模式结合使用，从而更加有效。在这种情况下，模型的外观可以暗示除了契机之外的气质或悲伤。这里的信息是，你应该现在就采取行动，在年初，利用这笔交易，以新的风格开始新的一年，就像模特正在炫耀的一样。
A crying child is almost certainly pathos.
哭泣的孩子几乎肯定是情感的
Key Tips for Identifying Ethos, Pathos, Logos, and Kairos
识别Ethos, Pathos, Logos和Kairos的关键提示
Now that you know the difference between all the modes of persuasion, you’ll have a much easier time identifying them. If you run into trouble, you can always ask questions about what you’re seeing, hearing, or reading to understand what mode of persuasion it’s using.
既然你已经知道了所有说服方式之间的区别，那么识别它们就容易得多了。如果你遇到了麻烦，你总是可以询问你所看到的、听到的或读到的，以了解它使用的是哪种说服模式。
#1: Is It Related to a Specific Time?
#1 .是否与特定的时间有关?
If the argument is based on a specific day or context, such as Valentine’s Day or appealing only to a select group of people, such as people with dogs, it’s more likely to be kairos.
如果争论是基于一个特定的日子或背景，比如情人节，或者只对特定人群有吸引力，比如养狗的人，那么更有可能是契机。
#2: Does It Involve a Celebrity or Authority Figure?
#2 .是否涉及名人或权威人物?
Celebrities are often a dead giveaway that an argument is using ethos. But authority figures, such as doctors, dentists, or politicians, can also be used to appeal to ethos. Even regular, everyday people can work, particularly when combined with pathos, to appeal to you based on a mutual connection you have.
论点使用权威时，名人往往是一个致命的附赠品。但权威人物，如医生、牙医或政治家，也可以用来呼吁公德。即使是普通的，日常生活中的人也可以工作，特别是当与情感相结合时，基于你们之间的相互联系来吸引你。
#3: Does It Involve Statistics?
#3 .是否包含数据?
Statistics are a huge clue that an argument is using logos. But logos can also just be a logical argument, such as that if plants need water, and it’s hard to remember to water them, you should buy an automatic plant waterer. It makes perfect sense, making you more likely to buy it, rather than changing your habits to remember to water your plants more frequently.
统计数据是一个巨大的线索，表明论点使用了理性。但理性也可以只是一个逻辑论点，例如，如果植物需要水，很难记住给它们浇水，你应该买一个自动植物浇水器。这很有道理，让你更有可能买它，而不是改变你的习惯，记得更频繁地给植物浇水。
#4: Does It Influence Your Emotions?
#4 .它会影响你的情绪吗?
If an argument tries to change your emotions, whether by making you sad, happy, angry, or something else entirely, it’s a good indicator that it’s using pathos. Sex appeal is one of the biggest examples of pathos in advertising, appearing everywhere from makeup ads to car commercials to hamburger advertisements.
如果一场争论试图影响你的情绪，无论是通过让你悲伤、快乐、生气，还是完全其他的事情，这是一个很好的指标，它在使用感染力。性感是广告中最具感染力的例子之一，从化妆品广告到汽车广告再到汉堡广告，无处不在。
What’s Next?
接下来是什么?
Need help understanding the historical context for The Great Gatsby to perfect your kairos-based argument?
需要帮助理解《了不起的盖茨比》的历史背景来完善你关于契机的论点吗?
You can always combine the modes of persuasion with literary devices to make your arguments even stronger!
你总是可以把说服的方式和文学手段结合起来，使你的论点更加有力!
Learn how to say "good morning" in Japanese! Even if it's not a mode of persuasion, it's just good manners.
学习如何用日语说“早上好”!即使这不是一种说服方式，这也只是礼貌而已。
Have friends who also need help with test prep? Share this article!
有朋友也需要帮助准备考试吗?分享这篇文章!
Melissa Brinks
梅丽莎·布林克斯
About the Author
关于作者
Melissa Brinks graduated from the University of Washington in 2014 with a Bachelor's in English with a creative writing emphasis. She has spent several years tutoring K-12 students in many subjects, including in SAT prep, to help them prepare for their college education.
梅丽莎·布林克斯(Melissa brinkks)于2014年毕业于华盛顿大学，获得英语学士学位，重点是创造性写作。她花了几年时间辅导K-12学生的许多科目，包括SAT备考，帮助他们为大学教育做准备。
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