Architecture of Persuasion: Ethos, Logos, and Pathos
January 20, 2027
Webinar
1 CPE Credit
Instructor
Virgie Castro-Conde
Architecture of Persuasion: Ethos, Logos, and Pathos
Instructor
Virgie
Castro-Conde
Persuasive communication follows a structure that has endured for centuries. In this 1-CPE session (Professional Development), participants explore the Aristotelian framework of Ethos, Logos, and Pathos and examine how credibility, logic, and emotional resonance function together in professional messaging. Drawing from course examples comparing historical and corporate speeches, participants analyze how different persuasive appeals influence audience response. The session also introduces the concept of emotional dynamics and volatility in presentations, based on research discussed in the course materials. Participants will evaluate how variation in tone and emotional movement increases engagement and how to apply this strategically in professional settings. The emphasis is on designing communication deliberately
balancing credibility, reasoning, and appropriate emotional appeal. This event may be a rebroadcast of a live event and the instructor will be available to answer your questions during the event.
Learning Objectives
After attending this presentation, you will be able to...
Utilize Ethos, Logos, and Pathos in persuasive communication.
Assess credibility-based, logic-based, and emotion-based strategies.
Balance persuasive appeals in professional contexts.
Apply a structured persuasion framework to workplace communication.
Major Topics
The major topics that will be covered in this course include:
Ethos, Logos, Pathos framework
Credibility and authority in professional communication
Logical argument structure and clarity
Emotional dynamics and engagement
Emotional contrast and volatility in persuasive messaging
Balancing persuasive appeals
Application analysis of professional communication examples
CPE Credits Available
1 CPE Credit
1
Personal Development
Things to Know About This Course
Course Level
Basic
Professional Area of Focus
Business Management
Prerequisites
None
Advanced Preparation
None
Intended Audience
Business professionals who need persuasion techniques to generate buy-in for strategy and decision-making.
