“For our gospel did not come to you in word only, but also in power, in the Holy Spirit, and with much assurance. You know what kind of men we were among you for your benefit,”  1 Thessalonians 1:5

The ancient Greek philosopher Aristotle captured the essence of persuasion in a book called Art of Rhetoric.  He presented a very cogent description of the three foundational pillars necessary in persuading others.  Each of these pillars appeals to a different part of our “humanness.”  If we are going to persuade others, we will usually appeal to the ethos, pathos, and logos receptors of the person we are trying to persuade.  Advertisers, philosphers, coaches, conmen, salesmen, and politicians, in fact, anyone in the persuasion business, taps into the power of these three aspects of human nature.

 Abraham Lincoln’s Gettysburg Address has been  broken down regarding ethos, pathos, and logos ever since he scratched it on a napkin and delivered it over a hundred years ago.   Although his speech was very short it is one of the most powerful speeches in history. It touched on all three principles of Aristotle’s philosophy of persuasion- thus it touched us. 

Many of us unknowingly make appeals using these principles in our everyday lives.  Anytime we try to sell a product, idea, or service we will use techniques that will tap into ethos, pathos, and logos.  I believe that we should always keep these things in mind when we are presenting the gospel message to those around us.

Essentially, ethos means character.  It has the same root as ethics.  It appeals to others not so much through the message, but through the person presenting it.  We often judge a message first by the credibility of the person delivering it.  If we have qualms about the deliverer, we will have qualms about the message.  Our first impression of the message will always be the messenger. How many times have we heard the comment, “You can’t believe that.  Look at the source.”  No matter how fine the message, it can be negated by an unreliable giver.  Conversely, some are persuaded by a good messenger with a lousy message.  The optimal situtation, of course, is a good communiqué delivered by an honest communicator.

Paul was one of the greatest evangelists of all times.  He had that critical credibility through his consistent Christlikeness.  His message was accepted by many because people saw an honesty in him that made his word honest. We know that two people could say the same words, but one set of words could carry more weight because the person giving them has more character. When Paul spoke to King Agrippa in Acts 26, he was able to get an audience because of his integrity, courage, and character.  In other words, his ethics. His life pointed to something more than what others have and that made people want to listen to him.  It made a powerful king want to listen to him. Do we have that part of the persuasion formula?  Do people look at us in positive way that will make a message of God’s love seem logical coming from our lips?  If they don’t, we are fighting a uphill battle trying to give the gospel to others.  Our lives should point people to Jesus before our words or few will even listen to the words.

Pathos means feelings and emotion.  It is the passion that we express and it is passion that others feel.  We appeal to others emotions with our own emotions.  That well-known saying “people don’t care how much you know, until they know how much you care,” is true.  That is the Pathos portion of our message.  If we don’t love those to whom we are presenting love, they will have little love for what we are presenting.  If we live our Christian lives looking like we are sucking on lemons, we will have a hard time persuading others that our life is the life they want to experience.  One way of showing we care is by being excited about who and what we care about.

Agrippa was moved by the emotion and enthusiasm with which Paul spoke. He was passionate about Jesus and everyone he met knew it.  The old camp song, “If you’re happy and you know it… clap your hands…stomp your feet…etc.” is sending a message.  If we are happy in Jesus, it should show.  Paul did what we should do- he told Agrippa what Jesus meant to him personally and that special relationship showed in his words and actions.  He told what kind of impact Jesus had on his life.  He told Agrippa the same things that we can tell others about our own lives.  It is not wrong to appeal to that emotional part of people.  It is a hole that they want to fill.  Emotion is not wrong.  Passion about Jesus is not wrong.  In fact, without passion for Jesus, we will have a hard time persuading anyone to step into a relationship with Him.

Logos means word of reason or logic.  Some believe that believing in God is illogical.  I find that it is just the opposite.  If I believe believing in God is logical,  I should be ready to express that. 1 Peter 4:14 says, “But in your hearts revere Christ as Lord. Always be prepared to give an answer to everyone who asks you to give the reason for the hope that you have. But do this with gentleness and respect.” Paul did not just make an emotional appeal to King Agrippa.  He appealed to the reasoning part of the king as well.  Some of the most intelligent men in history have accepted the reasonableness of the scriptures.  Yes, there are intelligent men on the other side, too, but the case for God is not one without support in the creation around us.  We must, with confidence, be ready to point out the trueness of the Word whenever the opportunity arises.

The gospel is emotional, but it is not all about emotion.  The gospel is reasonable, but it is not all about reason.  The gospel is the perfect blend between feelings and logic.  Neither rules, but neither is lost.  A faith built on just one will be lacking and will not hold up when under attack.  And of course, the gospel is built upon the character of Christ.  We cannot allow our lack of character to come in the way of sharing the great character of Christ.  We need to live holy lives (ethos) so that we can take the Holy One to others.  When others see our passion for the message (pathos), they will listen to the message.  When we then give them the reasons for believing (logos), they will begin to think. For many that is the first step in the acceptance of the God of this universe.

We are all called to be lights and share Christ with those around us.  If we think about all that God has done for us, why would we not share?  We should think about ethos, pathos, and logos and ask ourselves if our message reflects all three.  In 1 Thessalonians  1:15 Paul puts it well, “For our gospel did not come to you in word only (Logos), but also in power, in the Holy Spirit, and with much assurance (pathos). You know what kind of men we were among you for your benefit (ethos).”   People use persuasive principles every day for nefarious reasons; we have the greatest truths about life to share, and certainly, we should do all we can to make the message clear to everyone we can.

There was once a preacher who was upset because a mere actor drew bigger crowds than he did.  He asked the actor why that was so.  The actor responded, “because I present fiction as truth and you present truth as fiction.”   That is the key for us as well.  We have the truth.  The way we present that truth is key to its receptiveness by others.   No other message we can give is more important than, “(He is) the Way, the Truth, and the Life, and no one comes to the Father but by Him.”  Like the fearless Paul in front of a powerful king, let us stand boldly in front of a skeptical world and give “the reason for the hope that lies within us.”