德性、感性、理性、契机：说服模式及其应用（译）
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原始链接：https://blog.prepscholar.com/ethos-pathos-logos-kairos-modes-of-persuasion
作者：Melissa Brinks
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!
德性、感性、理性和契机都源自修辞学，即有效说话和写作的艺术。你可能在修辞学、心理学、英语或其他任何学科中都遇到过这些概念。
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.
德性、感性、理性和契机也被称为说服模式、伦理策略或修辞诉求。它们的应用范围非常广泛，从日常人际交往到大型政治演讲，再到有效的广告宣传，都有它们的身影。
Read on to learn about what the modes of persuasion are, how they’re used, and how to identify them!
继续阅读，了解什么是说服模式，它们如何被运用，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?
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.
从词源上看，Ethos、Pathos、Logos 和 Kairos，即德性、感性、理性和契机都可以追溯到古希腊。这些概念最早出现在亚里士多德的《修辞学》中，这是一本将修辞视为一门艺术的著作，成书于公元前4世纪。
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.
修辞学主要关注德性、感性、理性，但契机——即在合适的时间使用合适的言辞——也是亚里士多德教学中的一个重要组成部分。
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，契机特别受到智者学派（Sophists-又称诡辩家、智辩家，代表人物：普罗泰戈拉-“人是万物的尺度”、克里提亚斯等）的关注。智者学派是一群以教授各种学科为生的知识分子，他们强调修辞应该围绕最佳的时机和地点来构建。
Together, all four concepts have become the modes of persuasion, though we typically focus on ethos, pathos, and logos.
这四个概念合在一起构成了说服模式，尽管我们通常更关注德性、感性和理性。
If Einstein says it, it must be true.
如果爱因思坦这么说，那么它应该是正确的。
What Is Ethos?
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.
尽管你可能以前没听说过“Ethos”这个词，即中文之谓德性，但它是一个常见的概念。你可以把它理解为对权威或品格的诉求——基于说话者的社会地位或知识来试图说服他人。这个词甚至来源于希腊语中“品格”的意思。
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.”
基于德性的论证会包含利用说话者或作者的地位和知识的陈述。例如，在关于身体健康的话题中，听到“作为一名医生，我相信……”这样的表述，比听到“作为一名小学老师，我相信……”更有说服力。
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，名人代言在说服人们方面可以非常有效。许多观众渴望成为他们最喜欢的名人的样子，所以当名人出现在广告中时，他们更有可能购买名人所推荐的产品，以更接近他们所崇拜的对象。社交媒体影响者也是如此，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.
除了权威人物和名人之外，亚里士多德还指出，我们更倾向于信任那些我们认为有良好判断力、良好道德和善意的人——换句话说，我们信任那些理性、公正和善良的人。你不需要是名人，也可以有效地运用德性；你只需要让被说服的人觉得你是理性、道德和善良的。
Sad imagery is an example of pathos, which appeals to emotion.
悲伤的意象是感性的实例，它诉诸于情绪。
What Is Pathos?
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”来源于希腊语中“痛苦”或“经历”的意思，是一种诉诸情感的修辞手法。这种情感可以是积极的，也可以是消极的，但无论是什么情感，它都应该能够引起人们的强烈感受，从而让他们同意或不同意某个观点。
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，想象有人请求你为一个事业捐款，比如拯救雨林。如果他们只是简单地请求你捐款，你可能会根据自己的既有观点决定是否捐款。但如果他们花时间给你讲一个关于有多少动物因为森林砍伐而灭绝的故事，或者讲述他们的筹款努力如何改善了雨林的状况，你可能会因为情感上的投入而更愿意捐款。
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.
但感性不仅仅是为了创造情感，它也可以用来抵消情感。例如，想象一位老师正在对一群生气的孩子讲话。孩子们因为不得不做功课而感到烦恼，他们更愿意在外面玩。老师可以责备他们的不当行为，或者通过修辞手法来改变他们的想法。
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.
假设老师没有惩罚他们，而是通过播放一些舒缓的音乐并用更轻柔的声音说话来试图让他们平静下来。他还可以提醒他们，如果开始工作，时间会过得更快，他们就能出去玩。
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》中概述了情感的对立面。如果观众正在体验一种情感，而你的论点需要他们感受另一种情感，你可以用期望的情感来平衡不想要的情感。这些对立面在亚里士多德之后得到了进一步的扩展，包括：
Anger/Calmness
Friendship/Enmity
Fear/Confidence
Shame/Shamelessness
Kindness/Unkindness
Pity/Indignation
Envy/Emulation
愤怒/平静
友谊/敌意
恐惧/自信
羞愧/无耻
善良/不近人情
怜悯/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.
需要注意的是，这些情感对立可以双向作用，并不仅仅是将观众从消极情感转向积极情感。
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感通常被视为操纵而非说服。深入探讨其中的原因需要研究修辞学的伦理问题，但可以说，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件事充满热情，你可以激发正义的愤怒，这可能是一种操纵，也可能不是。如果有人因为你向他们索要某样东西而感到冒犯，你可以试图让他们为你感到遗憾，将愤慨转化为怜悯，这就是操纵。
Seems trustworthy, right?
看起来是可信的，对吧？
What Is Logos?
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.
“Logos”来源于希腊语中“基础”“话语”和“理性”等多重含义。在修辞学中，它特别指代一种逻辑性的说服；基于理性的修辞建立在逻辑和归因之上，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.
基于逻辑的论证会吸引一个人的理性意识——好的基于理性的修辞会因为论证合理且基于事实而说服他人。逻辑论证有两种常见的方式：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.
演绎论证通过一系列陈述来得出结论——实际上，结论是反向得出的。一种常见的方法是提出多个真实陈述，将它们结合起来得出结论，例如经典的证明苏格拉底会死的方法。
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!
强有力的基于理性的演绎论证将由可证明的事实组成，能够得出可证明的结论。然而，一个有效但并不完全可靠的论证也可以是有效的——但要小心不要从说服转向操纵！
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，归纳推理得出的是一个可能的结论，而不是一个确定的结论。这并不意味着它效果较差——许多我们接受为真理的科学概念仅仅是归纳理论，因为我们无法穿越回过去去证明它们——而是说归纳推理基于排除不可能的情况，并以一个基于可靠逻辑和事实的论证结束，但这个结论可能并不一定能被证明。
For example, all people with a cough have a cold. Kelly has a cough. Therefore, Kelly likely has a cold.
举例来说，所有咳嗽的人都感冒了。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，这是一个不太合理的结论，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.
正如往常一样，要小心不要陷入操纵，因为操纵更可能是基于错误的或误导性的事实。
Kairos is all about the right time and place.
契机即是正确的时间和正确地点。
What Is Kairos?
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.
“Kairos”是希腊语中“最佳时机”的意思，这正是它在修辞学中的含义。根据这一原则，论证被提出的时间和地点与论证本身一样重要。在错误的时间或对错误的受众提出一个论证，这个论证就会被浪费掉；为了有效，你还必须考虑你说话的时间和对象。
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，契机意味着选择正确的修辞手法来匹配你试图说服的受众和空间。如果你想说服人们成为素食者，热狗比赛的中间可能不是正确的时间。同样，你可能无法通过诉诸感性或德性来说服一群以数据为导向的科学家；理性可能是你的最佳选择。
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做论证的背景和氛围。你如何根据时间和空间更好地部署你的论证？你应该等待，还是时间至关重要？
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.”
正如亚里士多德所说：“任何人都可以生气——这很容易，但要对正确的人、以正确的程度、在正确的时间、出于正确的目的、以正确的方式生气——这并非人人都能做到，也并非易事。”
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!
契机的目标正是实现这一点。通过考虑人们在特定情境下的感受，契机能够增强你的说服能力。你可以通过这种方式影响或抵消这些感受。也许感性并不是最佳选择，也许用事实和理性来表达会更合适。契机与其他说服模式相结合，可以增强你的论点。因此，在构思一篇有说服力的文章时，一定要考虑它将如何以及何时被使用！
Do a little detective work to figure out which mode of persuasion you're seeing.
做一点“侦探工作”，来判断你看到的是哪种说服模式。
How to Identify Ethos, Pathos, Logos, and Kairos
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.
了解说服模式的运作方式，能让你更擅长识别和分辨它们。对这些模式有更深入的理解，不仅有助于你构建自己的论点，还能帮助你在面对他人的论点时保持清醒。当你真正理解了德性、感性、理性和契机的作用机制，你就不那么容易被它们所左右。
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.
广告是我们最常看到这些说服模式的地方之一。通过观察这些广告，你可以看到它们是如何运用每一种说服模式来影响受众、说服他们相信某件事情的。
Ethos
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.
利用名人是德性的经典例子，它通过权威或知名度来说服观众接受某种观点。例如，米歇尔·奥巴马（Michelle Obama）、林-曼努埃尔·米兰达（Lin-Manuel Miranda）和珍妮尔·莫娜（Janelle Monáe）等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!
尽管他们并非政治家或政治学家，但观众觉得他们很有吸引力且真诚。当他们谈论投票的重要性时，观众会认真倾听，因为他们喜欢这些名人的观点。如果像这样有才华且有名的人愿意花时间去投票，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.
历史学家或对政治有深入了解的人可能会提出不同的理由来说明观众为何应该投票，但在这个例子中，目标是激励人们。当我们看到我们钦佩的人在做某事时，我们也想去做；这就是德性如此有效的原因。
Pathos
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.
ASPCA（美国防止虐待动物协会）的广告是广告中感性的经典例子。莎拉·麦克拉克兰（Sarah McLachlan）的歌曲《天使（Angel）》伴随着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：歌曲和画面都令人动容！当你看到这些画面时，很难不感到悲伤，而这种悲伤在随后的捐款提示下，会促使你立即采取行动。这些广告确实很有效——该活动为 ASPCA 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（译者认为此处应该为pathos）—it influences our feelings through the one-two punch of sad music and imagery, encouraging us to perform the desired action.
通过诉诸我们的情感，让我们感到悲伤，这种广告促使我们采取行动。这是感性的经典运用——它通过悲伤的音乐和画面的双重打击影响我们的情感，促使我们采取期望的行动。
Logos
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。2025年2月12日注：新链接也已经私有了。）
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。理性常出现在科技广告中，例如 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.
注意广告是如何专注于产品镜头和科技术语的。大多数观众可能不知道 A12 仿生神经引擎是什么，但它听起来很厉害。同样，“1200万像素/1.8广角镜头，配备更大、更深的1.4微米像素”对大多数人来说意义不大，但这些数字暗示这款手机很特别，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。重要的是观众是否真的理解了这些内容。关键在于让他们相信广告正在推销他们需要的东西——在这种情况下，令人印象深刻的科技规格让这款手机优于其他手机。
Kairos
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.
由于这些广告已经播放了很长时间，人们对它们也有了一种怀旧的情感。就像人们期待超级碗期间的新百威广告一样，许多人也期待在节日期间看到 M&Ms 巧克力或可口可乐北极熊的广告。
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.
尽管这则广告并没有特别强调 M&Ms 巧克力的好处，但它确实将 M&Ms 巧克力与圣诞节联系起来，鼓励人们在节日期间购买。
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
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!
现在你已经对德性、感性、理性和契机的运作方式和作用有所了解，你可以通过以下图片测试自己识别它们的能力！
理性示例
There are a few things to notice about this image:
这张图片中有几个需要注意的地方：
The anonymous figure
The language
The use of a statistic
匿名人物
使用的语言
统计数据的运用
Can you figure out which mode of persuasion this represents?
你能判断这代表了哪种说服模式吗？
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.
人物是匿名的，这表明它可能不是德性。虽然我们可能会受到一个身材健美的人的影响，但这里并没有基于人物本身的吸引力——他们只是用来支持广告的图像。
“DOMINATE” is a pretty loaded word, suggesting that this may have elements of pathos.
“DOMINATE”（主宰）是一个很有感染力的词，暗示这可能包含了一些感性元素。
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，再看看那个统计数据。无论它是否真实，这样一个确凿的统计数据表明这则广告正在使用理性来吸引观众。你可以从中推导出一个论点——75%的用户在几周内减重。你是用户。因此，你很可能在几周内减重。
感性示例
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
文字对女性身体的聚焦方式
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.
我们不知道模特是谁，而且香水并不能让我们看起来像她，所以可以排除德性。
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?
这则广告似乎很刻意地让我们关注某些部位——尤其是女性的嘴唇和胸部。它试图让我们产生什么样的情感？
“FORBIDDEN FRUIT” has a connotation of sensuality.
“禁果”有一种性感的暗示。
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.
将照片、文字排版、香水名字和颜色结合起来，你会从这则广告中感受到强烈的性感魅力。这是一个感性的例子——广告试图让我们产生某种情感。如果我们购买这款香水，也许我们也会感到有吸引力。
德性示例
How about this advertisement?
再看这则广告：
A serious-looking photo
Text promising “no more back pain”
“Doctor recommended.”
严肃的照片
承诺“背部不再疼痛”的文字
“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，所以它不是感性。
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.
这张图片中重要的是照片中的医生和“医生推荐”这句话的结合。这位医生可能并不出名，但他有权威性，这使其成为一个德性的例子。
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缓解背部疼痛。
契机示例
What mode of persuasion is this? Think about:
这是什么说服方式?思考:
The framing
The model
The text
排版
模特
文字
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，所以这可能是德性。
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.
感性是可能的，但尽管模特浓妆艳抹，这则广告远没有前一个广告那么强调性感魅力。
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.
然而，文字提到了一个特定的节日——新年——这表明这是契机。契机可以，而且通常应该与其他所有说服模式结合使用，以达到更好的效果。在这种情况下，模特的外观可能暗示了除了契机之外的德性或感性。这里的信息是，你应该在年初采取行动，利用这个优惠，并以模特所展示的那种新风格开始新的一年。
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
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.
现在你已经了解了所有说服模式的区别，识别它们会容易得多。如果你遇到困难，可以随时就你所看到、听到或读到的内容提出问题，以了解它使用的是哪种说服模式。
#1: Is It Related to a Specific Time?
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?
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?
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?
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?
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。
