Logos is about appealing to your audience’s logical side. You have to think about what makes sense to your audience and use that as you build your argument. As writers, we appeal to logos by presenting a line of reasoning in our arguments that is logical and clear. We use evidence, such as statistics and factual information, when we appeal to logos.

In order to develop strong appeals to logos, we have to avoid faulty logic. Faulty logic can be anything from assuming one event caused another to making blanket statements based on little evidence.

Appeals to logos are an important part of academic writing, but you will see them in commercials, as well. Although they more commonly use pathos and ethos, advertisers will sometimes use logos to sell products. For example, commercials based on saving consumers money, such as car commercials that focus on miles per gallon, are appealing to the consumers’ sense of logos.

As you work to build logos in your arguments, keep the following strategies in mind:

• Both experience and source material can provide you with evidence to appeal to logos. While outside sources will provide you with excellent evidence in an argumentative essay, in some situations, you can share personal experiences and observations. Just make sure they are appropriate to the situation and you present them in a clear and logical manner.
• Remember to think about your audience as you appeal to logos. Just because something makes sense in your mind, doesn’t mean it will make the same kind of sense to your audience. You need to try to see things from your audience’s perspective. Having others read your writing, especially those who might disagree with your position, is helpful.
• Be sure to maintain clear lines of reasoning throughout your argument. One error in logic can negatively impact your entire position. When you present faulty logic, you lose credibility.
• When presenting an argument based on logos, it is important to avoid emotional overtones and maintain an even tone of voice. Remember, it’s not just a matter of the type of evidence you are presenting; how you present this evidence is important as well.

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