How Persuasion Works 16.2 351
Combining Aristotle’s Approach and the ELM
These two theories, Aristotle’s theory and the ELM, both suggest that persua-
sion is a complex process. Not all of us are persuaded in the same way. Aris-
totle’s theory emphasizes what a speaker should do to influence an audience. If
the speaker discovers the proper application of a credible and ethical message
(ethos), logic (logos), and emotion (pathos), then persuasion is likely to occur.
The elaboration likelihood model describes how listeners process the messages
they hear. Listeners can be persuaded when they directly elaborate (or actively
think about what they hear) and logically ponder how evidence and reasoning
make sense. Or, if they do not elaborate, listeners may be persuaded indirectly,
based on peripheral factors that don’t require as much thought to process, such
as the personal appearance of the speaker or the speaker’s delivery.
Both theories work together to explain how you can persuade others and
how others persuade you. Because you may not know whether your listeners are
directly or indirectly influenced by your message (whether they are elaborating
or not), you will want to use a balance of ethos, logos, and pathos as you think
about how to persuade your listeners. However, it’s your audience, not you, that
ultimately makes sense out of what they hear. So, in addition to the carefully
constructed logic and well-reasoned arguments that you present, you need to be
attuned to the indirect factors that can influence your listeners, such as your deliv-
ery, your appearance, and a general impression of how prepared you seem to be.
These two theories also help to explain how you are influenced by others. You
are influenced by the ethical appeal, logical arguments, and emotions of a speaker.
In addition, the elaboration likelihood model suggests that you may be also di-
rectly affected by the logic and arguments of a speaker. You may also be influ-
enced, even when you’re not aware of it, by such peripheral or indirect elements
of the message as the speaker’s appearance and delivery. Remaining aware of
how you are being persuaded can make you a more effective and critical listener
to the multitude of persuasive messages that come your way each day.
Quick check
Models Of Persuasion
aristotle’s Classical approach
• ethos: the credibility of the speaker
• logos: the logic used to reach a conclusion
• Pathos: the appeal to emotion
Elaboration Likelihood Model
• direct route—via elaboration; considering the facts, evidence, and the logic of
the message
• indirect route—without elaboration; relying on an intuitive feeling in response to
peripheral aspects of the message