TEXT OF REPORT

Subject: Purposive Communication

Reporters: Alejandro, Jade C.
Amin, Jaymhae F.
Andres, Ezekiel A.
Angeles, Angelica Mae H.
Barrientos, Ma. Edna C.
Tabalno, Rose Anne G.

Lesson: Aristotle's Communication Model

I. LEARNING OBJECTIVES

By the end of this lecture, the students will be able to

 Learn about the Aristotle’s communication model, its features and key
elements.
 Learn about the origin of the model, including its formulators, and the reason
behind its existence.
 Relate and apply the model to their chosen career and daily personal life.

II. TOPIC

1. INTRODUCTION
Communication comes from the Latin word communicare, which was
first used in 1529, which literally means “to share.”[1] The specific sense of the
word is “to make common to many” or “to impart.”[2]
The communication model is a systematic representation of the
procedure that aids in understanding the human communication process. Models
depict the process symbolically and conceptually. They also help to simplify the
complex process of conversing and establish where and with whom
communication occurs.

2. HISTORY
Aristotle, a famous ancient Greek philosopher and scientist, who authored
a lot of philosophical and scientific systems, contributed significantly to the field
of rhetoric and communication through his work on persuasive communication
and effective argumentation.
Aristotle did not provide a single, comprehensive definition of
communication in the way that modern communication scholars might. However,
his works, particularly those related to rhetoric, contain insights into how he
understood the process of communication.
In his view, communication is primarily concerned with persuasive
discourse and the art of effective persuasion. He emphasized the role of rhetoric
in communication, which involves using language and argumentation to influence
an audience’s beliefs, attitudes, and actions.[3]
Aristotle’s communication model, discussed often in his work “Rhetoric”
(4th century BCE), is one of his greatest contribution to the field of
communication, which revolves around the art of persuasion and the means by
which people can influence others through speech and discourse.

3. DEFINITION

The Aristotle model of communication is a linear model with a focus on

public speaking.
In this model, Aristotle outlined three main components of persuasive
communication that include:

3.1 Rhetoric
3.2 Ethos, Pathos, and Logos
3.3 Persuasion and Audience Analysis

3.1 Rhetoric
Aristotle defined rhetoric as the faculty of discovering the
available means of persuasion in a given situation. It involves crafting
persuasive messages and arguments that are tailored to the audience’s
characteristics and emotions. Rhetoric is not just about conveying
information, but also about convincing and persuading others.
3.2 (a) Ethos
This refers to the speaker’s credibility and character. A
persuasive message is more effective when it comes from someone
who is perceived as trustworthy, knowledgeable, and morally
upright.[3]

3.2 (b) Pathos

Pathos appeals to the audience’s emotions. Aristotle believed
that emotions play a crucial role in persuasion, and a communicator
can effectively sway an audience by evoking specific emotional
responses through their speech.[3]

3.2 (c) Logos

Logos refers to the logical appeal of an argument.
Communicators should present a well-structured and reasoned
argument, using evidence and reasoning to support their claims.[3]
3.3 Persuasion and Audience Analysis
Aristotle emphasized the importance of understanding the
audience’s beliefs, values, and emotions. Effective communication
requires adapting the message to the specific characteristics of the
audience.
While Aristotle’s focus was more on the art of persuasion and
rhetoric, his ideas have had a lasting impact on communication theory
and practice. His insights into understanding the audience, using
emotions, and crafting compelling arguments continue to influence
how we think about communication strategies and persuasive
discourse.[3]
4. ELEMENTS
Aristotle’s communication model, although not explicitly presented in a
modern diagrammatic form, can be understood through his concepts related to
persuasive communication and rhetoric. Here are five key elements that represent
Aristotle’s communication model:

1. Speaker (Rhetor)
The communicator or speaker is a central figure in Aristotle’s
communication model. The speaker is responsible for crafting and
delivering persuasive messages to the audience. The speaker’s
credibility (ethos), ability to evoke emotions (pathos), and use of
logical arguments (logos) play essential roles in influencing the
audience.

2. Message (Logos)
The message is the content of communication. Aristotle
emphasized the importance of constructing a well-structured and
logically sound argument. This involves presenting evidence,
reasoning, and examples to support the speaker’s claims and persuade
the audience of a particular viewpoint.

3. Audience (Listener/Viewer)
The audience is a crucial component of the communication
process. Aristotle emphasized the significance of analyzing the
audience’s characteristics, beliefs, emotions, and values. Effective
communication requires tailoring the message to resonate with the
audience’s interests and persuading them based on their specific
context.

4. Occasion
In Aristotle’s model of communication, the “occasion” refers to
the specific context or situation in which communication takes place.
While the concept of occasion is not always explicitly discussed in his
works, it is an important element that underlies his ideas about
persuasive communication and rhetoric. Aristotle believed that
effective communication requires a deep understanding of the occasion,
including factors such as the audience, the purpose of communication,
the cultural and social context, and the timing of the message. The
occasion influences how the speaker tailors their message to connect
with the audience and achieve the desired persuasive outcome.

5. Effect
In Aristotle’s model of communication, the concept of “effect”
refers to the intended impact or outcome of persuasive communication.
It is one of the fundamental elements that the speaker aims to achieve
through effective rhetoric and persuasive discourse. Aristotle’s focus
on effect underscores the goal-oriented nature of communication,
where the speaker seeks to influence the audience’s beliefs, attitudes,
and actions.
 These five elements—speaker, message, audience, occasion, and
effect—form the core components of Aristotle Model of Communication,
which revolves around the art of persuasion and effective discourse.

Diagram of Aristotle’s Model of Communication

Aristotle’s model of communication is not typically represented in a
diagrammatic form like modern communication models. However, here is a
simplified diagram that captures the key elements and relationships in
Aristotle’s model:

Speaker(Rhetor/Sender)
Ethos

Pathos

Logos
Message
Audience

Occasion

Purpose

Effect(Persuasion)

Figure 1: Diagram of Aristotle’s Model of Communication

5. IMPLICATIONS
Advantages of Aristotle Model of Communication
Aristotle’s model of communication, rooted in the principles of
rhetoric and persuasive discourse, offers several advantages that continue to be
relevant and applicable in various communication contexts. Some of the
advantages of Aristotle’s model include:

1. Emphasis on Persuasion
Aristotle’s model places a strong emphasis on persuasive
communication. It provides insights into how to effectively influence
and persuade an audience through the strategic use of ethos, pathos,
and logos. This focus on persuasion is valuable in fields such as public
speaking, marketing, advertising, and politics.
2. Holistic Understanding
The model considers multiple elements, including the speaker,
message, audience, ethos, pathos, and logos. This holistic approach
recognizes that effective communication is a complex interplay of
various factors. It encourages communicators to consider all these
elements when crafting their messages.

3. Adaptability to Context
Aristotle’s model highlights the importance of analyzing the
occasion, audience, and purpose of communication. This adaptability
allows communicators to tailor their messages to specific situations
and audiences, making the model suitable for diverse contexts.

4. Focus on Ethical Communication

The concept of ethos in Aristotle’s model promotes ethical
communication. Speakers are encouraged to establish credibility and
maintain moral integrity, fostering a sense of trust and authenticity in
their interactions with the audience.

5. Emotional Appeal
The emphasis on pathos acknowledges the role of emotions in
communication. This aspect is particularly relevant for creating
emotional connections, engaging audiences, and making messages
memorable.

6. Logical Argumentation
The inclusion of logos encourages the use of logical reasoning
and evidence-based argumentation. This can enhance the
persuasiveness of a message by providing a solid foundation for the
claims being made.

7. Timeless Principles
While Aristotle’s model was developed over two millennia ago,
its core principles remain timeless. Concepts like credibility, emotional
appeal, and logical reasoning are still central to effective
communication today.

8. Foundation for Communication Studies

Aristotle’s model laid the groundwork for the study of
communication and rhetoric. It continues to be a foundational text in
communication education and theory, providing a historical context for
understanding the evolution of communication scholarship.

9. Audience-Centered Approach
The model encourages communicators to analyze and adapt to
the audience’s characteristics and preferences. This audience-centered
approach is valuable for tailoring messages to resonate with the
intended recipients.
 10. Flexibility and Creativity
Aristotle’s model does not prescribe a rigid step-by-step
process, allowing communicators to exercise creativity and
adaptability in their communication strategies.

While Aristotle’s model may not encompass the complexities of

modern communication, it offers enduring insights into the art of persuasion
and effective discourse, making it a valuable framework for understanding and
improving communication practices.

Disadvantages of Aristotle Model of Communication

While Aristotle’s model of communication offers valuable insights into
persuasion and rhetoric, it also has certain limitations that need to be
acknowledged in contemporary communication contexts:

1. Simplicity and Incompleteness

Aristotle’s model is relatively simple and focuses primarily on
persuasion. It lacks the comprehensive structure and detail found in
modern communication models, which consider various elements such
as feedback, noise, and multiple channels of communication.

2. Limited Interactivity
The model does not adequately address interactive
communication, such as two-way conversations, dialogue, or online
interactions, which are common in today’s communication landscape.

3. Cultural and Contextual Variation

Aristotle’s model does not fully account for the influence of
cultural diversity and contextual differences in communication. It
assumes a relatively uniform audience response without accounting for
variations in cultural norms and values.

4. Bias Toward Oratory

The model was developed in the context of persuasive oratory
and rhetoric, which may limit its applicability to other forms of
communication, such as interpersonal, organizational, and mediated
communication.

5. Overemphasis on Persuasion
While persuasion is a central aspect of Aristotle’s model, not
all communication situations involve the intent to persuade. The model
may not fully capture communication for the purpose of sharing
information, expressing emotions, or building relationships.

6. Lack of Contemporary Technological Considerations

The model was conceived long before the advent of modern
communication technologies. It does not address the role of digital
media, social platforms, or the complexities introduced by electronic
communication channels.
 7. Limited Role of Feedback
The model does not explicitly incorporate feedback, which is
crucial for understanding how messages are received and interpreted
by the audience. Feedback is often a dynamic and ongoing process in
communication.

8. Assumption of Rational Audience

The model assumes that audiences are rational and respond
primarily to logical arguments. In reality, emotions, biases, and
cognitive heuristics can play a significant role in shaping audience
responses.

9. Neglect of Nonverbal Communication

The model primarily focuses on verbal communication and
logical arguments, neglecting the important role of nonverbal cues,
body language, and visual elements in communication.

10. Static Nature

The model presents communication as a one-time event, not
accounting for ongoing conversations, evolving relationships, or the
iterative nature of communication processes.

11. Normative Approach

Aristotle’s model can be seen as somewhat prescriptive,
focusing on the ideal elements of persuasive communication. It may
not fully encompass the complexities and variations in actual
communication practices.

While Aristotle’s model remains influential and provides foundational

principles for persuasive communication, it should be used in conjunction with
more comprehensive and contemporary communication models to account for
the complexities of modern communication contexts.

6. EXAMPLES
Here are a few examples that illustrate how Aristotle Model of
Communication can be applied in various real-life scenarios:

Political Speech
A politician giving a campaign speech aims to persuade the
audience to vote for them. The speaker establishes credibility (ethos)
by highlighting their experience and values, evokes emotions (pathos)
by sharing personal stories or discussing pressing issues, and presents
logical arguments (logos) by outlining their policy proposals and
providing evidence of their effectiveness.

Advertising Campaign
An advertisement for a new smartphone emphasizes the
credibility of the brand (ethos) by showcasing its reputation for quality.
The ad uses emotional appeal (pathos) by depicting scenes of people
enjoying the phone’s features and benefits. It also employs logical
 reasoning (logos) by highlighting the phone’s specifications and
technological advancements.

Motivational Speech
A motivational speaker addresses a group of students. The
speaker establishes credibility (ethos) by sharing their personal journey
of overcoming challenges. They use emotional appeal (pathos) by
recounting inspirational stories and encouraging the audience to
believe in themselves. Logical arguments (logos) are presented through
practical steps and strategies for achieving success.

Public Service Announcement

An anti-smoking campaign targets teenagers. The message
focuses on establishing credibility (ethos) by featuring testimonials
from former smokers who successfully quit. Emotional appeal (pathos)
is used by showing the negative health consequences of smoking and
the impact on loved ones. Logical reasoning (logos) is employed
through statistical data and medical facts about smoking-related
illnesses.

Corporate Presentation
A company presents a proposal to potential investors. The
company’s CEO establishes credibility (ethos) by showcasing the
company’s track record and expertise in the industry. Emotional appeal
(pathos) is integrated by highlighting the company’s commitment to
innovation and positive societal impact. Logical arguments (logos) are
provided through financial projections, market analysis, and the
potential for growth.

Debate Competition
Two debaters argue for and against a specific motion. Each
debater builds credibility (ethos) by demonstrating their knowledge of
the subject matter. Emotional appeal (pathos) is used to evoke empathy
for the potential consequences of their opponent’s stance. Logical
reasoning (logos) is presented through well-researched arguments,
statistics, and counterarguments.

These examples showcase how the elements of ethos, pathos, and logos
from Aristotle’s model are integrated into various communication situations to
influence, persuade, and engage the audience. While the specific context and
goals may vary, the underlying principles of effective communication remain
consistent in their application.

7. CONCLUSION
Aristotle’s model of communication, though originating over two
millennia ago, remains an enduring framework that offers valuable insights into
the art of persuasion and effective discourse. Rooted in the principles of rhetoric,
this model highlights the intricate dance between the speaker, the message, the
audience, and the context. Through ethos, pathos, and logos, Aristotle recognized
 the power of credibility, emotion, and logical reasoning in shaping persuasive
communication.
While the model may appear simplistic compared to modern
communication theories, it serves as a foundational cornerstone for understanding
the dynamics of communication. Its emphasis on adapting messages to the
occasion and audience underscores the importance of context awareness in
crafting influential discourse. Aristotle’s legacy endures as his model continues to
inspire and influence communication practices and theories.

REFERENCES

[1] Merriam-Webster. (n.d.). Communication. In Merriam-Webster.com

dictionary. Retrieved March 10, 2024, from https://www.merriam-
webster.com/dictionary/communication
[2] Nandankar, D. 2019. What is communication?. In Word Press.com. Retrieved
March 10, 2024, from https://onlinenotes1.wordpress.com/2019/03/07/002-
what-is-communicationexplain-communication-process/
[3] Study Mass. (n.d.). Aristotle Model of Communication: Advantages and
Disadvantages. In Study Mass.com. Retrieved March 10, 2024, from
https://studymasscom.com/communication/aristotle-model-of-communication-
advantages-and-disadvantages/?expand_article=1&fbclid=IwAR3Ygr462R-
RYqtdKSWpHo_4mSNI_Ulr5Dy9OBG4lXMP0LMW8ID-_Ae_Ipk
[4] Cuofano, G. (2024). Aristotle’s Model of Communication in a Nutshell.
Retrieved at https://fourweekmba.com/aristotle-model-of-communication/.
ARISTOTLE’S COMMUNICATION MODEL – QUIZ

PART 1. Multiple Choice (5 items)

1. In his view, communication is primarily concerned with persuasive discourse
and the art of effective persuasion.
a) Plato c) Berlo
b) Aristotle d) Einstein
2. A component of Aristotle’s Communication Model which is defined as the
faculty of discovering the available means of persuasion in a given situation.
a) Rhetoric c) Logos
b) Pathos d) Ethos
3. This refers to the speaker’s credibility and character.
a) Rhetoric c) Logos
b) Pathos d) Ethos
4. A central figure in Aristotle’s communication model.
a) Speaker c) Decoder
b) Receiver d) Message
5. An advantage of Aristotle’s communication model that highlights the
importance of analyzing the occasion, audience, and purpose of
communication.
a) Holistic Understanding c) Logical Argumentation
b) Static Nature d) Adaptability to Context

PART 2. True or False (5 items)

1. Aristotle’s communication model is a transactional model that gives emphasis
on public speaking.
 (FALSE – it is a linear model)
2. The audience is a crucial component of the communication process.
 (TRUE)
3. Among the advantages of Aristotle’s communication model are Holistic
Understanding, Logical Argumentation, and Static Nature.
 (FALSE – Static Nature is one of the disadvantages of the model.)
4. Aristotle’s communication model can be applied to debate competitions.
 (TRUE)
5. Pathos refers to the logical appeal of an argument.
 (FALSE – Pathos appeals to the emotions of the audience, while Logos is
the logical appeal of an argument.)