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Ethos, Pathos, Logos, Kairos: The Modes of Persuasion and How to Use Them

General Education

Ethos, pathos, logos, and kairos all stem from rhetoric—that is, speaking and writing effectively. You might find the concepts in courses on rhetoric, psychology, English, or in just about any other field!

The concepts of ethos, pathos, logos, and kairos are also called the modes of persuasion, ethical strategies, or rhetorical appeals. They have a lot of different applications ranging from everyday interactions with others to big political speeches to effective advertising.

Read on to learn about what the modes of persuasion are, how they’re used, and how to identify them!

What Are the Modes of Persuasion?

As you might have guessed from the sound of the words, ethos, pathos, logos, and kairos go all the way back to ancient Greece. The concepts were introduced in Aristotle’s Rhetoric , a treatise on persuasion that approached rhetoric as an art, in the fourth century BCE.

Rhetoric was primarily concerned with ethos, pathos, and logos, but kairos, or the idea of using your words at the right time, was also an important feature of Aristotle’s teachings.

However, kairos was particularly interesting to the Sophists, a group of intellectuals who made their living teaching a variety of subjects. The Sophists stressed the importance of structuring rhetoric around the ideal time and place.

Together, all four concepts have become the modes of persuasion, though we typically focus on ethos, pathos, and logos.

What Is Ethos?

Though you may not have heard the term before, ‘ethos’ is a common concept. You can think of it as an appeal to authority or character—persuasive techniques using ethos will attempt to persuade you based on the speaker’s social standing or knowledge. The word ethos even comes from the Greek word for character.

An ethos-based argument will include a statement that makes use of the speaker or writer’s position and knowledge. For example, hearing the phrase, “As a doctor, I believe,” before an argument about physical health is more likely to sway you than hearing, “As a second-grade teacher, I believe.”

Likewise, celebrity endorsements can be incredibly effective in persuading people to do things . Many viewers aspire to be like their favorite celebrities, so when they appear in advertisements, they're more likely to buy whatever they're selling to be more like them. The same is true of social media influencers, whose partnerships with brands can have huge financial benefits for marketers .

In addition to authority figures and celebrities, according to Aristotle, we’re more likely to trust people who we perceive as having good sense, good morals, and goodwill —in other words, we trust people who are rational, fair, and kind. You don’t have to be famous to use ethos effectively; you just need whoever you’re persuading to perceive you as rational, moral, and kind.

What Is Pathos?

Pathos, which comes from the Greek word for suffering or experience, is rhetoric that appeals to emotion. The emotion appealed to can be a positive or negative one, but whatever it is, it should make people feel strongly as a means of getting them to agree or disagree.

For example, imagine someone asks you to donate to a cause, such as saving rainforests. If they just ask you to donate, you may or may not want to, depending on your previous views. But if they take the time to tell you a story about how many animals go extinct because of deforestation, or even about how their fundraising efforts have improved conditions in the rainforests, you may be more likely to donate because you’re emotionally involved.

But pathos isn’t just about creating emotion; it can also be about counteracting it. For example, imagine a teacher speaking to a group of angry children. The children are annoyed that they have to do schoolwork when they’d rather be outside. The teacher could admonish them for misbehaving, or, with rhetoric, he could change their minds.

Suppose that, instead of punishing them, the teacher instead tries to inspire calmness in them by putting on some soothing music and speaking in a more hushed voice. He could also try reminding them that if they get to work, the time will pass quicker and they’ll be able to go outside to play.

Aristotle outlines emotional dichotomies in Rhetoric . If an audience is experiencing one emotion and it’s necessary to your argument that they feel another, you can counterbalance the unwanted emotion with the desired one . The dichotomies, expanded upon after Aristotle, are :

• Anger/Calmness
• Friendship/Enmity
• Fear/Confidence
• Shame/Shamelessness
• Kindness/Unkindness
• Pity/Indignation
• Envy/Emulation

Note that these can work in either direction; it’s not just about swaying an audience from a negative emotion to a positive one. 

However, changing an audience's emotion based on false or misleading information is often seen as manipulation rather than persuasion. Getting into the hows and whys requires a dive into the ethics of rhetoric , but suffice to say that when you attempt to deceive an audience, that is manipulation.

If you really want to get an audience fired up about something, you can inspire righteous anger, which may or may not be manipulation. If somebody is offended that you’ve asked them for something, you can try making them feel sorry for you by turning indignation into pity— that’s manipulation.

What Is Logos?

Logos comes from a Greek word of multiple meanings, including “ground,” “speech,” and “reason.” In rhetoric, it specifically refers to having a sense of logic to your persuasion; logos-based rhetoric is founded in logic and reason rather than emotion, authority, or personality.

A logic-based argument appeals to a person’s sense of reason— good logos-based rhetoric will persuade people because the argument is well-reasoned and based in fact. There are two common approaches to logos: deductive and inductive arguments.

Deductive arguments build on statements to reach a conclusion —in effect, the conclusion is reached in reverse. A common method is to propose multiple true statements which are combined to reach a conclusion, such as the classic method of proving that Socrates is mortal.

All men are mortal, and Socrates is a man, therefore Socrates must be mortal.

That’s not really a case that needs to be argued, but we can apply the same framework to other arguments as well. For example, we need energy to live. Food gives the body energy. Therefore, we need food to live.  

All of this is based on things we can prove, and results in a conclusion that is true , not just theorized. Deductive reasoning works on the assumption that A = B, B = C, so therefore A = C. But this also supposes that all the information is true, which is not always the case.

Sometimes the conclusions you reach with deductive reasoning can be valid, as in the reasoning makes sense, but the conclusion may not be necessarily true. If we return to the Socrates argument, we could propose that:

All men eat apples. Socrates is a man. Therefore, Socrates must eat apples.

The problem is that we can’t prove that all men eat apples —some do, some don’t. Some might eat an apple once but never again. But based on our arguments, the conclusion that Socrates must eat apples is valid.

A strong deductive argument for logos-based reasoning will be composed of provable facts that can reach a provable conclusion. However, a valid but not entirely sound argument can also be effective—but be wary of shifting from persuasion to manipulation!

Another approach to logos-based rhetoric is inductive reasoning, which, unlike deductive reasoning, results in a probable argument rather than a definite one. That doesn’t mean that it is less effective—many scientific concepts we accept as truth are inductive theories simply because we cannot travel back in time and prove them— but rather that inductive reasoning is based on eliminating the impossible and ending in an argument that is based in sound logic and fact, but that may not necessarily be provable.

For example, all people with a cough have a cold. Kelly has a cough. Therefore, Kelly likely has a cold.

Our conclusion is likely , but not absolute. It’s possible that Kelly doesn’t have a cold—not because she doesn't have a cough, but because there are other possible causes, such as having allergies or having just breathed in some dust. The conclusion that she has a cold is likely based on data, but not absolute.

Another example would be that Kelly picks her nose. Kelly is a woman, therefore all women must pick their nose.

Inductive reasoning is based on generalizations. The first example, in which Kelly likely has a cold, makes sense because it’s based on something provable—that a sampling of people who have a cough have colds—and followed up with a likely conclusion. In the second example, this is a less sensible conclusion because it’s based on extrapolation from a single reference point.

If we reverse the claim and say that all women pick their noses, and Kelly is a woman, therefore Kelly must pick her nose, that would be more sound logic. Still not necessarily true—not all women pick their noses—but a more sound example of inductive reasoning.

Inductive reasoning can still be incredibly effective in persuasion, provided that your information is well-reasoned. Inductive reasoning creates a hypothesis that can be tested; its conclusion is not necessarily true, but can be examined.

As always, be wary of venturing into manipulation, which is more likely to be based on erroneous or misleading facts.

What Is Kairos?

Kairos is the Greek word for the opportune moment, which is precisely what it means in rhetoric. According to this principle, the time in which an argument is deployed is as important as the argument itself. An argument at the wrong time or to the wrong audience will be wasted; to be effective, you must also consider when you are speaking and to whom.

In effect, kairos means choosing the correct rhetorical device to match the audience and space in which you’re attempting to persuade. If you wanted to persuade people to go vegetarian, the middle of a hot dog-eating contest is probably not the right time. Likewise, you’re probably not going to persuade a room of data-driven scientists of something by appealing to pathos or ethos; logos is probably your best bet.

In essence, kairos asks you to consider the context and atmosphere of the argument you’re making. How can you deploy your argument better considering time and space? Should you wait, or is time of the essence?

As Aristotle famously said, “Anybody can become angry—that is easy, but to be angry with the right person and to the right degree and at the right time and for the right purpose, and in the right way—that is not within everybody's power and is not easy.”

The goal of kairos is to achieve exactly that. Effective use of kairos strengthens your persuasion ability by considering how people are already feeling based on context. How can you influence or counteract that? Or maybe pathos isn’t the right approach—maybe cold hard facts, using logos, is more suited. Kairos works in conjunction with the other modes of persuasion to strengthen your argument, so as you’re putting a persuasive piece together, consider how and when it’ll be deployed!

How to Identify Ethos, Pathos, Logos, and Kairos

Understanding how the modes of persuasion work can make you better at identifying and picking them out. Not only is a better understanding of them useful for composing your own arguments, but it’s also beneficial when seeing other people’s arguments. When you understand how ethos, pathos, logos, and kairos work, you’re less susceptible to them.

Advertising is one of the places we see the modes of persuasion most often. Looking at each of these advertisements, you can see how they use each mode of persuasion to convince audiences to convince an audience of something.

Using celebrities is a classic example of ethos, which uses authority or recognition to convince an audience of something. In this case, celebrities like Michelle Obama, Lin-Manuel Miranda, and Janelle Monáe discuss the importance of voting.

It doesn’t matter that they’re not politicians or political scientists; audiences find them appealing and genuine. When they speak of the importance of voting, audiences listen because they like what these figures have to say . If talented, famous people like this are taking the time to vote, it must be important!

Historians or those well-versed in politics might make different arguments about why audiences should vote, but in this case, the goal is to inspire people. When we see people we admire doing things, we want to do them too; hence the reason that ethos works so well.

ASPCA’s commercials are some of the most infamous examples of pathos in advertising. Sarah McLachlan’s “Angel” plays over footage of abused animals in shelters, encouraging viewers to donate money to support the organization.

It’s not hard to understand why it works; both the song and the imagery are heartbreaking! You can’t help but feel sad when you see it, and that sadness, when followed up by a prompt to donate, encourages you to take immediate action.  And these ads are effective— the campaign raised millions of dollars for ASPCA .

By appealing to our emotions and making us feel sad, this advertisement encourages us to act. That’s a classic use of ethos—it influences our feelings through the one-two punch of sad music and imagery, encouraging us to perform the desired action.

In some cases, emotion and authority aren’t the right tactic. Logos often appears in tech advertisements, such as this one for the iPhone XS and XR.

Notice how the advertisement focuses on product shots and technological terms. Most audiences won’t know what an A12 bionic neural engine is, but it sounds impressive. Likewise, that “12 MPf/1.8 wide-angle lens, with larger, deeper 1.4 micron pixels” is pretty meaningless to most people, but the numbers suggest that this phone is something special because it uses scientific-sounding language.

It doesn’t matter whether audiences really understand what’s being said or not. What matters is that they feel confident that the ad is selling them something they need —in this case, impressive technological specifications that make this phone an improvement over others.

Kairos should ideally factor into all uses of the modes of persuasion, but timeliness can also be a big selling point. In this Christmas-themed M&Ms advertisement, the company uses timely humor to forge a connection between the holidays and M&Ms.

Because these commercials have been running for such a long time, there’s also a nostalgic attachment to them. Just as people look forward to new Budweiser advertisements during the Super Bowl, others look forward to seeing M&Ms or the Coca-Cola polar bear during the holidays.

Though this commercial doesn’t go out of its way to tell you the benefits of M&Ms, it does forge a connection between M&Ms and Christmas, encouraging people to purchase them around the holidays.

Examples of the Modes of Persuasion

Now that you’ve had some exposure to how ethos, pathos, logos, and kairos function and what they can do, you can test your ability to recognize them using the images below!

There are a few things to notice about this image:

• The anonymous figure
• The language
• The use of a statistic

Can you figure out which mode of persuasion this represents?

The fact that the figure is anonymous tells us it’s probably not ethos. While we might be influenced by a person who’s in shape, there’s not really an appeal here based on the person—they’re just an image to support the ad.

“DOMINATE” is a pretty loaded word, suggesting that this may have elements of pathos.

However, take a look at that statistic. Whether it’s true or not, a hard statistic like that suggests that this ad is using logos to appeal to viewers. You can draw out an argument from there—75% of users lose weight within weeks. You’re a user. Therefore, you will likely lose weight within weeks.

What do you notice about this image?

• The way the text frames the woman’s body
• The name of the perfume
• The color choice

What mode of persuasion is this?

Again, we don’t know who the model is, and perfume isn’t going to make us look like her, so we can count ethos out.

The ad seems pretty intent on making us look at certain things—the woman’s lips and chest in particular. What is it trying to make us feel?

“FORBIDDEN FRUIT” has a connotation of sensuality.

Red is a color commonly associated with passion.

When you combine the photo, the framing, the perfume name, and the color, you get a strong sense of sex appeal from the advertisement. This makes it an example of pathos—the ad is trying to make us feel a certain way . If we buy this perfume, maybe we would feel attractive, too.

How about this advertisement?

• A serious-looking photo
• Text promising “no more back pain”
• “Doctor recommended.”

Seeing a doctor might make you tempted to think the answer is logos, but there’s no appeal to logic here.

“No more back pain,” is a nice promise, but there’s no attempt to appeal to emotions, so it can’t be pathos.

What’s important in this image is the combination of the doctor in the image and the line “doctor recommended.” This doctor might not be famous, but he does have authority, making this an example of ethos.

Our confidence in this treatment grows because we trust that a doctor understands how to address back pain.

What mode of persuasion is this?  Think about:

• The framing

She does look fashionable and the ad mentions stylists, so it’s possible that this is ethos.

There are no statistics or arguments being made, so the answer probably isn’t logos.

Pathos is possible, but despite having a heavily made-up model, this ad is far less about sex appeal than the previous one.

But the text mentions a specific holiday—New Year’s—suggesting that this is kairos. Kairos can, and often should, be combined with all the modes of persuasion to be even more effective. In this case, the model’s appearance could suggest either ethos or pathos in addition to kairos. The message here is that you should act now, at the beginning of the year, to take advantage of the deal and to start the year off with a new style, much like the one the model is sporting.

Key Tips for Identifying Ethos, Pathos, Logos, and Kairos

Now that you know the difference between all the modes of persuasion, you’ll have a much easier time identifying them. If you run into trouble, you can always ask questions about what you’re seeing, hearing, or reading to understand what mode of persuasion it’s using.

#1: Is It Related to a Specific Time?

If the argument is based on a specific day or context, such as Valentine’s Day or appealing only to a select group of people, such as people with dogs, it’s more likely to be kairos.

#2: Does It Involve a Celebrity or Authority Figure?

Celebrities are often a dead giveaway that an argument is using ethos. But authority figures, such as doctors, dentists, or politicians, can also be used to appeal to ethos. Even regular, everyday people can work, particularly when combined with pathos, to appeal to you based on a mutual connection you have.

#3: Does It Involve Statistics?

Statistics are a huge clue that an argument is using logos. But logos can also just be a logical argument, such as that if plants need water, and it’s hard to remember to water them, you should buy an automatic plant waterer. It makes perfect sense, making you more likely to buy it, rather than changing your habits to remember to water your plants more frequently.

#4: Does It Influence Your Emotions?

If an argument tries to change your emotions, whether by making you sad, happy, angry, or something else entirely, it’s a good indicator that it’s using pathos. Sex appeal is one of the biggest examples of pathos in advertising, appearing everywhere from makeup ads to car commercials to hamburger advertisements.

What’s Next?

Need help understanding the historical context for The Great Gatsby to perfect your kairos-based argument?

You can always combine the modes of persuasion with literary devices to make your arguments even stronger!

Learn how to say "good morning" in Japanese ! Even if it's not a mode of persuasion, it's just good manners.

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Melissa Brinks graduated from the University of Washington in 2014 with a Bachelor's in English with a creative writing emphasis. She has spent several years tutoring K-12 students in many subjects, including in SAT prep, to help them prepare for their college education.

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What Is Kairos? History, Definition, and Examples

Without realizing it, you’ve likely used kairos in your everyday communication or writing. In rhetoric , kairos refers to identifying situational context and a decisive moment for a persuasive argument. Whether in an argumentative essay for school or while conversing with a coworker, using this rhetorical technique lets you communicate your position in an impactful way.

Here, we’ll examine the meaning of kairos and its relationship with other rhetorical devices, including ethos, logos, and pathos.

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What is kairos?

Kairos is a rhetorical device that identifies a critical moment to perform an action for maximum effect. In language, whether written or spoken, this rhetorical appeal can make an idea or purpose more compelling.

The concept of kairos comes from ancient Greek philosophy, where it has a role to play among the arts of rhetoric—i.e., persuasive speaking. Rhetoric is traditionally broken down into three parts, or modes of persuasion, which make up what’s called the rhetorical triangle: ethos , pathos , and logos . These go back to Aristotle’s Rhetoric —which dates from the fourth century BCE, in case you wondered—and he describes them more or less as follows:

• Ethos: appeals to the speaker’s ethics, establishing how their perspective and character should be trusted and deemed credible
• Pathos: appeals to the audience’s emotions through choice of tone and relatable anecdotes
• Logos: appeals to the audience’s sense of logic through facts, data, and well-reasoned conclusions

There must be a balance between these rhetorical appeals, and kairos is the connective tissue that considers the appropriate context and timing for an argument.

How is kairos used?

Kairos is used to persuade an audience that the argument is relevant to them at that precise moment. To put it simply, kairos is a matter of timeliness. The intention is to create a sense of urgency and convince the listener or reader to take immediate action.

Different situational factors can lend context to your argument and so strengthen its kairos. The surrounding environment, cultural and historical events, economic conditions, political climate, time-related nuances, and social factors all contribute to how audiences make sense of a message they receive in the moment.

When is kairos used?

Kairos is used across various types of persuasive writing , whether you’re reporting on a climate crisis or selling a product. Below are a handful of situations when kairos is used in real-world communication.

Advertising campaigns

Advertisers create campaigns that align with current events and trends. By incorporating kairos into their execution, their ads become more timely and resonate with their target audience.

Bringing the most important and relevant issues of the moment to the surface is the epitome of kairos, and it’s often seen as advocacy work. The intent of this kind of messaging is to present an issue of deep importance to the audience and to inspire action.

News and journalism

Journalists report current events and stories as they relate to their audience. This attention to the audience’s immediate concerns is an example of kairos.

Political messaging

In politics, kairos is used when alluding to current events and the timely concerns of politicians’ constituents. Additionally, there are opportune moments in a political climate when highlighting a certain issue might have a greater impact on the audience.

Social media engagement

Influencers and brands appeal to kairos through social media content. For example, they might lean into a viral trend as a way to boost engagement for a promotion or highlight a limited-time product drop.

Kairos examples

Here are two kairos examples from across different communication mediums.

Speech: Dr. Martin Luther King Jr.’s “I Have a Dream” speech

An excellent example of an appeal to kairos in a speech is seen with Dr. Martin Luther King Jr.’s famous “ I Have a Dream ” speech. He delivered this speech during the March on Washington in 1963.

Dr. King effectively appealed to kairos by addressing the urgent and timely issues of racial injustice and civil rights in the United States during the 1960s. He seized the moment and the context of the civil rights movement, delivering a powerful message that resonated with the audience and the broader American public.

Literature: Charles Dickens’s A Christmas Carol

In this example of kairos, Ebenezer Scrooge, the cold and uncharitable protagonist of Dickens’s story, is visited by three ghosts—timed to appear to him just as the Christmas holiday begins. You might call this a double case of kairos, because the context is important both to Scrooge and to us, the readers. It’s a time of year traditionally dedicated to generosity, joy, and kinship. That he at first rejects this attitude but eventually accepts it is made stronger for us by the fact that this occurs at Christmastime.

Kairos FAQs

Kairos is a rhetorical appeal that uses situational context and precise timing to deliver a message so it’s received with the greatest impact and urgency.

How does kairos fit into logical argument?

Kairos is a rhetorical strategy that’s connected with the other modes of persuasion: ethos, pathos, and logos. When these four rhetorical appeals are applied, they support each other. Kairos supports an author’s credibility (ethos) by emphasizing the context of the message and appropriate timing. Kairos’s effect can intensify the emotional appeal that pathos stirs, and kairos and logos heavily involve a call to strategy and reason.

Kairos is used in all modes of communication, visual, verbal, and written. It can be used in political speeches, lawsuit arguments and rebuttals, advertising, social media, opinion pieces and editorial stories, and more.

Definition of Kairos

Examples of kairos in literature.

i am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. Some of you have come from areas where our quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality. You have been the veterans of creative suffering. Continue to work with the faith that unearned suffering is redemptive. Go back to Mississippi, go back to Alabama, go back to South Carolina, go back to Georgia, go back to Louisiana, go back to the slums and ghettos of our Northern cities, knowing that somehow this situation can and will be changed.

Although Martin Luther King, a great rhetorician of his time, does not need any other strategies, his use of kairos rather baffles his opponent and proponents alike. The situation he was placed in during the Civil Rights Movement in the United States demanded of him to lead from the front and intensify his rhetoric about the rights of the African Americans. This passage shows how he used that moment, demonstrating the effective use of kairos. The repetition of “go back” points to the appropriate timing of his speech that he asks the same people at that moment and does not delay his rhetoric.

I found it in his closet, ’tis his will: Let but the commons hear this testament— Which, pardon me, I do not mean to read— And they would go and kiss dead Caesar’s wounds And dip their napkins in his sacred blood, Yea, beg a hair of him for memory, And, dying, mention it within their wills, Bequeathing it as a rich legacy Unto their issue.

These lines occur in Julius Caesar by William Shakespeare. Mark Antony, here, praises his friend Julius Caesar and asks the people that he wants to show them the will of Julius Caesar. As the timing is post-Caesar period, it is an opportune time for him to speak to the public. The use of present tense shows this when he shows and states that “commons hear this testament” and uses it when they die themselves. This shows the perfect use of kairos in a speech.

Miller credits Kinneavy (“Kairos”) for “bringing Kairos to our attention” and for nothing that the construct has a “close analogue” in the contemporary notion of “situation context .” According to to Miller, the importance of kairos, “the principle of timing or opportunity in rhetoric, “is that it “calls attention to the principle of discourse as an event rather than an object , “thereby showing us “how discourse is related to a historical moment” and alerting us “to the constantly changing quality of appropriateness.”

“Comrades, you have heard already about the strange dream that I had last night . But I will come to the dream later. I have something else to say first. I do not think, comrades, that I shall be with you for many months longer, and before I die, I feel it my duty to pass on to you such wisdom as I have acquired. I have had a long life, I have had much time for thought as I lay alone in my stall, and I think I may say that I understand the nature of life on this earth as well as any animal now living. It is about this that I wish to speak to you.

Functions of Kairos

As kairos relates to the moment, it is very important in rhetoric. A rhetorician uses kairos to urge his audience to act or join him. If the events of the speech relate to the past and that speech is taking place long after it, it would not have the same impact. It also happens vice versa when the timing does not synchronize with the acts or events of the speech. Also, kairos merely points out the timing with relation to the urgency of the issue rather than the time to do it.

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W ant to make more persuasive videos? Whether you’re producing a commercial, launching a campaign, or developing content strategy, you need to know how to win over your audience. How? It all comes down to timing. One of today’s most relevant “advanced techniques” is the concept of kairos, or acting at the opportune moment. In this post, we’ll give you a kairos definition, useful kairos examples, and a firm grasp of lofty concepts. Get ready to hone your timing to make stronger advertising videos.

Watch: Ethos, Pathos & Logos Explained

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KAIROS MEANING

An overview of rhetorical appeals.

Kairos is all about adapting your strategy and timing your approach, often by orchestrating an opportunity to make your point. We’ll define kairos in a moment. First, let’s look at an overview of Aristotle’s rhetorical triangle and how ethos , pathos , and logos work together.

What is kairos and how does it work in the rhetorical triangle?

A compelling argument, pitch, or advertisement ideally uses elements of all three main strategies. You'll also want to involve the “hidden” strategies of kairos and telos . These techniques also go by other terms: rhetorical appeals, persuasive strategies, and modes of persuasion.

Now that you’ve got an overview, we’ll open the vault to explore kairos. We’ll specifically look at kairos examples in digital media, commercials, and advertising.

Kairos Definition

What does kairos mean.

In Aristotle’s era, ancient Greeks used the word “chronos” to refer to chronological time (e.g., a timestamp or the march of time). In contrast, the word “kairos” signifies the proper or optimal moment to take action. To strike while the iron is hot.

Check out the kairos rhetoric definition below.

KAIROS DEFINITION

What is kairos.

Kairos is a rhetorical strategy that considers the timeliness of an argument or message, and its place in the zeitgeist. The term comes from the Greek for “right time,” “opportunity,” or “season.” Modern Greek also defines kairos as “weather.” A kairos appeal depends a great deal on knowing which way the wind blows.

For example, a Pampers ad starring contemporary stars like John Legend, Chrissy Teigen, and Adam Levine might make more sense for the brand than, say, an ad starring the cast of Charles in Charge . If you don't get that reference, that's exactly why kairos is important.

• Appropriate tone, structure, and timing of an appeal
• The consideration of time, setting, and place

Now that the kairos definition is lodged in your skull, we’ll refine a more practical kairos meaning in the next section. After all, the best way to answer the question, “What is kairos?” is by sharing effective, modern kairos examples.

KAIROS EXAMPLES

Commercials that use kairos.

Kairos rhetoric fuels the best commercials, ads, and  branded content . It’s the crucial “where and when” of your message.  Persuasive ad techniques  like these are employed all the time.

Maybe you’ve got a sweet idea for a commercial that’ll sell your product or brand. There are many strategies on  how to create a branded content campaign . A tight 30-second piece that includes a lovable celebrity (ethos), an emotional hook (pathos), and relevant facts and specs (logos).

You write it, plan the shoot, and get it in the can. Everyone on your team agrees its a dynamite commercial. Now what? Post it on YouTube? Email it to everybody? Air it during the Super Bowl? Would buying time during the Oscars be a better fit?

Or maybe a gut-wrenching news story captures the world’s attention, and it would give your spot or product an unwanted flavor. If so, now might not be the right time to get your commercial out there. Maybe waiting until summertime, or the Christmas season, is the right play.

You can see how critical it is to include kairos in your content strategy.

Here’s a kairos example from 2011. It’s a Macy’s ad featuring Justin Bieber. At the time, he was the hottest new pop sensation. It sums up the “Bieber Fever” that was sweeping the world in 2011.

Macy’s uses kairos rhetoric in a 2011 Black Friday commercial

Less than seven years later, Bieber appeared in a T-Mobile commercial that aired during the 2017 Super Bowl. That ad was so terrible, a police department in Minnesota threatened to show the commercial to anyone caught driving under the influence. The result? No drunk driving arrests on the night of the Super Bowl.

For comparison, here’s the 2017 commercial. We won’t get upset if you can’t make it all the way through.

The kairos definition is all about timing

No longer the fresh new pop sensation that he was in 2011, Bieber, by 2017,  had evolved into an unwitting crime deterrent. That “new star” smell had faded, and the kairos meaning of an ad with Bieber in 2017 differed from that in 2011. To avoid making a disastrous Superbowl ad, take notes from some of the best Superbowl commercials .

Another kairos example comes from Pampers. In 2019, cultural norms were shifting. Dads changing diapers? No longer a bizarre sight.

Pampers captured this trend by featuring famous “new dads” John Legend and Adam Levine in a Super Bowl commercial. Levine’s band Maroon 5 even performed at that year’s Super Bowl Halftime Show.

Here’s that kairos example from Pampers. Notice that “mom” makes an appearance at the end by Legend’s real-life wife, Chrissy Teigen:

What is kairos? It’s dads changing diapers

This commercial illustrates the kairos rhetoric definition on three levels:

• It originally aired on one of the biggest commercial days of the year, Super Bowl Sunday. Well played, Pampers.
• It features the lead singer of the band that performed at that year’s Super Bowl Halftime Show. Precision-timed casting.
• It captures a cultural zeitgeist by showing dads changing diapers while mom is away. A nod to larger trends.

Also, this commercial hints that “dads changing diapers” isn’t a one-time fluke in the world of this story. Teigen asks at the end, “Must we do this every time?” Looks like dads change diapers a lot in these families.

Kairos isn't just about the time of pop culture or shifting social norms, it can also rely on technology. In the next kairos example, Bacardi seized the moment to launch a campaign that encourages consumers to, well, seize the moment.

The brand’s 2017 “break free” campaign featured a take on the popular Boomerang social media app. Viewers could vicariously "break free" from the time loop of everyday life to party for the summer. If you’re hoping for a viral commercial, here are some tips on how to make a shareable commercial .

Seize summertime, and seize Bacardi, with this kairos example

Learn and incorporate ethos, pathos, and logos to sharpen your video advertising sword. Then understand kairos so you can strike at the right time. Lee Clow, chairman of TBWA\Media Arts Lab, says, “That’s always the goal — to do stuff that becomes part of the cultural conversation.”

You’ll wind up with more compelling content. What does kairos mean? Knowing when to act.

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WHAT IS KAIROS

Using kairos rhetoric to divert.

Communicating unwelcome news or a product’s “fine print” can benefit from kairos rhetoric as well. Positive images and music, happy vibes, good times — they can all create a diversion while an ad slips in deep, dark truths.

Think of the conditions and legal terms of a contest you might hear announced in an ad on the radio. These are usually spoken by a different voice actor altogether, at a rushed pace, just before the ad ends. Nothing to see here. Move along. 

And how about prescription drug commercials?

In this kairos example, notice the misdirection. Pleasant music, an idyllic settings, and people loving life. By the time we get to the warnings and side effects, the distracted viewer ignores it. 

Misdirection and diversions come into play in certain kairos examples

By brushing unpleasant details under the rug, the makers of this video define kairos — wait for the right time to convey the information.

If you want to grab attention, the time it right. If you want to do the opposite, make sure to draw attention away before dropping the info you want to downplay.

Prescription drug commercials can be easy to parody. And just like real-deal commercials, truly great ones are a rarity. Check out this hilarious prescription drug commercial from Saturday Night Live . It stars Amy Poehler, Kristen Wiig, and Tina Fey.

Kairos rhetoric patiently waits to mention any negative effects

Everything plugs along smoothly. Nothing unusual. After a while, though, the side effects rear their savage heads. When you reveal material you hope to downplay in your own video advertisements, you can be a bit more delicate than this kairos example. This SNL Annuale commercial does prove that good timing — the kairos definition — means a lot to comedy.

Kairos Meaning Explained

That's a wrap on kairos.

Kairos is a very particular persuasive technique that requires a finger on the pulse of pop culture and current events. It can work wonders for your ad campaign but it might work even more when used in combination. Which rhetorical appeal will you explore next?

EVERYTHING ABOUT Rhetorical appeals

Basics & terminology, appeal to credibility , appeal to emotion, appeal to logic, appeal to purpose, appeal to timeliness, explore more rhetorical devices.

Kairos is a highly effective rhetorical appeal but there is much more to explore, including ethos and telos . Or dive into more rhetorical devices that help construct and support these appeals, including hypophora , alliteration , and metonymy . When you've mastered these techniques, your ability to convince and persuade in your writing will be unmatched.

Up Next: Rhetorical Devices Index →

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What Does 'Kairos' Mean in Classical Rhetoric?

Picking the Right Time to Make Your Point

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In classical rhetoric , kairos refers to the opportune time and/or place — that is, the right or appropriate time to say or do the right or appropriate thing.

" Kairos is a word with layers of meaning," says Eric Charles White, author of "Kairos: A Journal for Teachers of Writing in Webbed Environments." White explains:

"Most usually, it is defined in terms of its classical Greek courtroom nuances: winning an argument requires a deft combination of creating and recognizing the right time and right place for making the argument in the first place. However, the word has roots in both weavings (suggesting the creation of an opening) and archery (denoting the seizing of, and striking forcefully through an opening)."

In Greek mythology , Kairos, the youngest child of Zeus, was the god of opportunity. According to Diogenes, the philosopher Protagoras was the first to expound the importance of the "right moment" in classical rhetoric.

Kairos in Julius Ceasar

In Act III of Shakespeare’s play " Julius Caesar ," the character Mark Antony employs kairos in his first appearance before the crowd (bearing the corpse of Julius Caesar) and in his hesitation to read Caesar’s will aloud. In bringing Caesar’s corpse, Antony draws attention away from the character Brutus (who is declaiming about the "justice" that has been carried out) and toward himself and the assassinated emperor; as a result, Anthony gains an extremely attentive audience.

Likewise, his calculated hesitation to read the will aloud allow him to reveal its contents without seeming to do so, and his dramatic pause serves to heighten the crowd's interest. This is a classic example of kairos.

Kairos in a Student's Letter to Her Parents

Kairos can also be used in missives, such as this letter from a student to her parents. She uses kairos to draw her parents away from bad news and toward news, though imaginary, that is much worse.

Dear Mother and Dad:

It has now been three months since I left for college. I have been remiss in writing this, and I am very sorry for my thoughtlessness in not having written before. I will bring you up to date now, but before you read on, please sit down.

I am getting along pretty well now. The skull fracture and the concussion I received when I jumped out of the window of my dormitory when it caught fire shortly after my arrival are pretty well healed now. I only get those sick headaches once a day.

Yes, Mother and Dad, I am pregnant. I know how much you are looking forward to being grandparents, and I know you will welcome the baby and give it the love, devotion and tender care you gave me when I was a child.

Now that I have brought you up to date, I want to tell you that there was no dormitory fire, I did not have a concussion or a skull fracture. I was not in the hospital, I am not pregnant, I am not engaged. I do not have syphilis and there is no man in my life. However, I am getting a D in history and an F in science, and I wanted you to see those marks in the proper perspective.

Your Loving Daughter

Picking the Right Time

Kairos really means presenting information at the right and opportune time.

"Clearly, the notion of kairos points out that speech exists in time; but more important, it constitutes a prompting toward speaking and a criterion of the value of speech," says John Poulakos in a 1983 article titled, " Toward a Sophistic Definition of Rhetoric, " published in the journal Philosophy and Rhetoric . "In short, kairos dictates that what is said must be said at the right time."

Note, for example, how the student in the previous section threw up a wall of obfuscation before choosing the right time (she hopes) to inform her parents of her poor grades. Had she told her parents right away of her bad grades, they may have offered some form of punishment, or at least criticism of her studies. By holding off and getting her parents to focus on supposedly horrible news, the student was able to pick the right time to deliver the true bad news, thereby, like Anthony, swaying her audience toward her view. That, then, is a perfect example of kairos.

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When & How to Write Kairos

• Definition & Examples
• When & How to write Kairos

How to Write Kairos

There aren’t any easy rules for writing with good kairos. You have to think hard about your audience, the times you’re living in, and what message is needed at that particular moment! But, the following steps might help you in creating kairos in a narrative:

• Create an important moment in your story
• Think hard about your audience and how they might feel about your moment
• Understand the times you’re living in and how this affects the moment
• Create a meaningful message about that particular moment

When to Use Kairos

The importance of kairos in speeches and formal essays is obvious – if you want to persuade someone of your view, you have to take your audience and the context into consideration. But as the example of Her  in section 2 shows, fictional and creative works can also have (or lack) kairos. Think of the timely movies that have come out over the years at exactly the moment when people needed to see them – each of these is a great example of kairos.

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ENGL001: English Composition I

Kairos is a fourth rhetorical appeal, but it is not included in the rhetorical triangle. Kairos appeals to the timeliness of an argument, but can be difficult to pin down. When considering kairos , think about why an audience would need the information you are presenting right now. What is important about your purpose in this exact moment?

As you read this article, think about how the purpose of an argument can change with time. How might an audience adapt over time, changing the way a message is presented or received?

" This is the right time, and this is the right thing. " —Sir Thomas Moore

Kairos  is an ancient rhetorical concept that has gained importance in different disciplines over the centuries. So what is it? Kairos is knowing what is most appropriate in a given situation; for our purposes, let's think of it as saying (or writing) the right thing at the right time.

Appeals to kairos in written form try to make use of the particular moment – attempting to capture in words what will be immediately applicable, appropriate, and engaging for a particular audience. Kairos is timeliness, appropriateness, decorum, symmetry, balance – awareness of the rhetorical situation or "the circumstances that open moments of opportunity" (Kinneavy; Sipiora; Vatz; Bitzer; Hill 217). Kairos is crafting serendipity, like when the sun comes out at the end of a romantic comedy after all the conflicts have been resolved.

In Greek, both  kairos  and  chronos  literally mean time, but  kairos  does not mean time in the same sense as used in contemporary English. In Greek, kairos represents a kind of qualitative time, as in the right time; chronos represents a different kind of quantitative time, as in, "What time is it"? and "Will we have enough time"? (Kinneavy; Stephenson). Kairos means taking advantage of or even creating a perfect moment to deliver a particular message.

Consider, for example, Dr. Martin Luther King Jr.'s famous "I Have a Dream" speech. The speech was rhetorically powerful: it changed minds, persuaded people to support the civil rights movement, and served as a powerful rallying cry for a generation of reformers. But the speech was so powerful in part because of its kairotic moment: the timing and atmosphere of the speech lent themselves to powerful oratory. Together, the "where" (the steps of the Lincoln Memorial in Washington, D.C.), the why (the culmination of a march on Washington by thousands of members of the civil rights movement), and the when (during the centennial celebration of the Emancipation Proclamation, at a time of day when broadcast networks could carry the speech live, and during a march which had drawn more than 250,000 people to the capital) created the perfect moment for King's message to reach the largest number of receptive listeners.

Although kairos has long been a key word for many disciplines, within the study of writing, kairos has been the topic of much debate in the last few decades. James Kinneavy is largely credited with reintroducing the importance of kairos into the discipline of Rhetoric and Composition and, thus, the composition classroom.

According to Kinneavy, kairos is "the appropriateness of the discourse to the particular circumstances of the time, place, speaker, and audience involved" (84). Other scholars suggest that " kairos refers to a struggle, at the point of rhetorical intervention, between situational factors" (Sheridan, Michel, and Ridolfo). Both definitions get at the elusive, jaguar-in-the-jungle nature of kairos . Kairos is so hard to pin down because, as Phillip Sipiora suggests, it is "a  dynamic principle rather than a static, codified rhetorical technique" (10). So, the rhetor must be "accomodative", waiting for the right time, matching her text to the precise moment in order to be most successful (Sipiora). It's sort of the Goldilocks rule of writing: you don't want your message to be too big, too small, too soft, or too hard; it should be just right.

So far, kairos seems pretty slippery, a sort of "I'll know it when I see it" kind of principle. In some ways, kairos represents the ephemeral, "fleeting" nature of "the right time". In terms of writing, we try to capture the moment of balance, the kairotic moment, and thus move the audience by appealing to that specific context.

Because kairos is so tied to the particular moment, or rhetorical situation, it is hard to provide concrete examples out of context. But a good way to think about kairos is to consider how rhetors try to persuade audiences based on unique timing and current events. For instance, consider the way restaurants, bookstores, and various campus entities appeal to incoming freshman students.

Vendors have signs declaring "New to the University of South Florida? Join this club to meet new people and learn about the campus!" and "First-year students, this week only: $100 off your first month at this apartment building!" They reference the particular moment, first stepping onto a new campus, to persuade you to do everything from opening a new bank account and buying logo bumper stickers to ordering a dozen pizzas. Effective uses of kairos take advantage of the particular time and place to make texts unique and give them a sense of immediacy.

Kairos is undoubtedly a pretty heady term, something with which ancient philosophers, modern rhetoricians, and contemporary composition students have wrestled. But it is worth wrestling with. For your own writing, you can skillfully employ kairos by doing the following:

• Examine the rhetorical situation, the factors that create that particular moment.
• Consider the order and timing of your text.
• Be accommodative; appeal to each specific context.

By using kairos as a guiding principle for your own texts, you can bring interest and timeliness to your writing projects. So when you begin to write, think of the moment that your writing will enter into – the audience that will read it, the conversation that it joins, the history surrounding the topic, and the words you use to craft your argument. Awareness and use of this knowledge create beautiful writing that, like turning the key in your door at the end of a long day, seems perfectly timed, effortless, and just right.

By now, you should know what kairos is: an attempt to persuade through appeals to timeliness. Here are a few possible examples of kairos :

• The call to "Act Now!"  An appeal to some particular fast-approaching moment is often a rhetor's attempt to create a perfect kairotic moment for his or her message by creating a sense of urgency. You've likely seen a commercial or infomercial that pleads with the viewer to "Call now!" to receive some important prize or to avoid missing some sort of opportunity; this type of commercial or informercial employs kairos .

• The use of deadlines or goals.  Such appeals to kairos are often seen as part of fundraising literature: by connecting a reader's or listener's response to a particular deadline or goal, the writer creates urgency and excitement.
• References to "current crises" or impending doom.  Such references are prevalent in political and social campaigns. Consider, for example, the large number of financial bills, laws, and investigations undertaken by legislative bodies throughout the country after the most recent economic recession. Lawmakers were responding to and taking advantage of the kairotic moment created by the crisis in order to persuade their fellow lawmakers and constituents to support a particular fiscal policy.

Works Cited

Hill, Carolyn Erikson. "Changing Times in Composition Classes:  Kairos , Resonance, and the Pythagorean Connection". Sipiora and Baumlin 211–25.

Kinneavy, James L. " Kairos : A Neglected Concept in Classical Rhetoric".  Rhetoric and Praxis: The Contribution of Classical Rhetoric to Practical Reasoning . Ed. Jean Dietz Moss. Washington, DC: Catholic U of America P, 1986. 79–105. Print.

Kinneavy, James L., and Catherine R. Eskin. " Kairos  in Aristotle's  Rhetoric ".  Written Communication  11.1 (1994): 131–42. Print.

Peeples, Timothy, Paula Rosinski, and Michael Strickland. " Chronos  and  Kairos , Strategies and Tactics: The Case of Constructing Elon University's Professional Writing and Rhetoric Concentration".  Composition Studies  35.1 (2007): 57–76. Print.

Sheridan, David, Tony Michel, and Jim Ridolfo. " Kairos  and New Media: Toward a Theory and Practice of Visual Activism".  Enculturation: A Journal of Rhetoric, Writing, and Culture  6.2 (2009): n. pag. Web. 8 July 2010.

Sipiora, Phillip. Introduction. Sipiora and Baumlin 1–22.

Sipiora, Phillip, and James S. Baumlin, eds.  Rhetoric and Kairos : Essays in History, Theory, and Praxis . Albany: State U of New York P, 2002. Print.

Stephenson, Hunter. "(Re)Claiming the Ground: Image Events,  Kairos , and Discourse".  Enculturation: A Journal of Rhetoric, Writing, and Culture  6.2 (2009): n. pag. Web. 8 July 2010.

What is Kairos?

In Ancient Greek, the word kairos (pronounced 'KAI-ros') means 'time' – but not just any time. It's about timeliness : the special moment when it's the opportune time to say or do a particular thing.

Kairos is about seizing the 'right' time, distinguishing it from the more generic concept of chronos, or chronological time. It involves understanding the nuances and dynamics of a situation, recognizing the unique opportunity it presents. This concept is especially crucial in rhetoric and communication, where the impact of words greatly depends on their timing.

In this post, we'll explain how you can recognise when it's the opportune or appropriate moment to say something. And how to know when a statement's perfect for a particular situation.

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Understanding kairos

The concept of kairos is pretty complex. It's not a simple device or technique, like ethos, pathos or logos. Instead, kairos depends on context.

Calling something 'kairotic' is also subjective, like beauty. So what may be the 'right moment' for one person could be totally wrong for someone else.

In stories, people employ kairos to create a decisive moment – trying to capture in words what will be immediately applicable, appropriate, and engaging for a particular audience.

Kairos is timeliness, appropriateness, decorum, symmetry, balance – being aware of the rhetorical situation. It's about crafting serendipity, like when the sun comes out at the end of a romantic comedy after all the conflicts are resolved. It's delicate, like a flower. Naw.

Originating as an ancient Greek word, kairos emphasizes the criticality of time and place, underscoring the importance of 'the right moment' in the art of persuasion and communication.

In this nuanced understanding, the kairos definition hinges on the alignment of circumstance, emotion, and action. It's not just about choosing the right words, but also about selecting the right moment for those words. This concept teaches us to be more attentive and empathetic, to read the room and understand the dynamics at play. It's about harnessing the power of the moment, making a connection that resonates deeply and meaningfully with the audience, whether in speech, writing, or action.

Kairos vs. chronos

Kairos and chronos are both Ancient Greek words that literally mean 'time.' But kairos doesn't mean time in the same way that we use it in contemporary English.

The word Kairos represents a kind of 'qualitative' time, as in 'the right time'. It means taking advantage of or even creating a perfect moment to deliver a particular message.

Chronos represents a kind of 'quantitative' time, as in, “What time is it?” or “Will we have enough time?”

Kairos is about the art of finding opportune moments within the ongoing flow of chronos. It’s about discerning those unique instances where circumstances align in a way that presents a window of opportunity. These kairotic moments are crucial for effective communication and decision-making. They require not just the recognition of exactly the right time but also the agility and wisdom to act upon it. While chronos ticks on in its predictable pattern, kairos challenges us to be alert and responsive to the unpredictable yet potentially transformative moments in our lives.

“"Kairos is a passing instant when an opening appears which must be driven through with force if success is to be achieved." – E. C. White, ,[object Object]”

Kairos in classical rhetoric

Waaay back in olden times, specifically Ancient Greece, both of the two main schools of thought used kairos in the field of rhetoric.

The Sophists

In the red corner, you have the Sophists. They thought it was crucial for rhetors (people who teach rhetoric) to adapt to, and take advantage of, changing circumstances.

Sophism approached rhetoric as an art form, and members of the school would travel around Greece teaching citizens about the art of rhetoric and successful discourse.

John Poulakos defines rhetoric from a Sophistic perspective like this:

“"Rhetoric is the art which seeks to capture in opportune moments that which is appropriate and attempts to suggest that which is possible"”

Aristotle, Plato, and co.

In the blue corner, you have the opposition, led by people like Aristotle and Plato. They saw Sophistic rhetoric as a tool used to manipulate others and criticized those who taught it.

While Aristotle and his pals didn't dig the Sophistic approach, they did discuss the importance of kairos in their teachings. Aristotle believed that each rhetorical situation was different, so you needed to apply different rhetorical devices at different times.

One of the most well-known parts of Aristotle's Rhetoric is when he discusses the roles of pathos, ethos, and logos. Aristotle ties kairos to these concepts, claiming that there are times in each rhetorical situation when you need to use one device over another.

This ancient debate highlights the timeless nature of kairos in classical rhetoric. It underscores the idea that effective communication isn't just about what is said, but also about when and how it's said. Kairos, in this context, serves as a critical lens through which rhetors assess and respond to the fluid dynamics of discourse. It is not merely about seizing a moment, but also about creating and shaping it to achieve the desired impact, a skill that was as valued in ancient times as it is today in various forms of communication and persuasion.

Kairos today

Kairos has been hot topic in various disciplines for a long time. But the importance of kairos in writing and new media has been a big source of debate over the last few decades.

Nowadays, in modern rhetoric, the definition of kairos is making exactly the right statement at exactly the right moment.

Smart cookie James Kinneavy is largely credited with reintroducing the importance of kairos into the discipline of Rhetoric and Composition – and, therefore, composition studies.

Kinneavy says kairos is:

““The appropriateness of the discourse to the particular circumstances of the time, place, speaker, and audience involved"”

Other scholars – Sheridan, Michel, and Ridolfo – say that:

““Kairos refers to a struggle, at the point of rhetorical intervention, between situational factors””

Taken together, the two definitions highlight just how tricky it is to define kairos. It's dynamic, not static. It's constantly shifting. And that's why it's so dang hard to get kairos right.

In modern rhetoric, this evolving concept of kairos has become integral to effective communication, especially in a world dominated by digital media and instant communication. The challenge now lies in adapting to the rapid pace of information flow while maintaining the essence of kairos – the art of saying or doing something not just correctly, but in a way that resonates with the current context and audience. As society and technology evolve, so does the application of kairos, making it a critical skill in navigating the complexities of today's communication landscape.

Why kairos matters

If you're trying to deliver a message to an audience, you need to think deeply about those people. What do they think about this issue? How are they likely to respond to your message?

The concept of kairos is vital when crafting your message. Your audience is made of real people who live in a certain place and time. That place and time affects the way they receive your message, so it's important to dwell on it and get it right.

Kairos emphasizes the importance of seizing the opportune moment, understanding that the effectiveness of your message hinges not just on its content, but also on when and how it is delivered. It's crucial to align your message with the cultural, emotional, and intellectual climate of your audience. Doing so ensures that your message resonates deeply, not just being heard but truly understood and felt. This understanding of kairos transforms mere communication into a powerful connection with your audience.

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How to use kairos

There are no hard and fast rules for using kairos in your narrative. You need to consider your audience, the current moment that you're living in, and what message your audience needs at that exact time.

Here are some helpful pointers for delivering the right message at the right moment:

To truly master kairos, it's essential to remain flexible and adaptable in your approach. You should be ready to adjust your narrative as the situation evolves, staying tuned to the subtle shifts in your audience's mood and the broader socio-cultural context. This involves a keen observation of current events, trends, and social sentiments, allowing you to tailor your message so it resonates powerfully and pertinently. Remember that timing is everything - knowing when to present your message is just as crucial as crafting the message itself. By harmonizing your message with the right timing, you amplify its impact, making your communication not only heard but also felt.

Examples of kairos onscreen

Released in 2013, the movie Her came at exactly the right moment. It deals with themes like isolation, artificial intelligence, and the artificiality of life in a digital world. At the same time, smartphones were taking over the world, and people were starting to use artificial intelligence, like Siri.

Her asks how this technology might affect our minds and societies, at a time when people were becoming more aware of the higher rates of depression and loneliness in our society. Its timeliness no doubt helped the film to resonate with so many people – and clinch a few awards, too.

Arriving at the same time as a huge social movement was sweeping the USA, Selma is extremely kairotic. It tells the story of Martin Luther King and the Civil Rights movement, tieing into modern conversations about protest and racial injustice at the exact right moment.

Kairos is a time when conditions are right for the accomplishment of a crucial action – which sums up Martin Luther King's work, and the release of Selma, perfectly.

The start of 2020 was a time of isolation and division thanks to the Covid-19 pandemic – as well as police brutality and racial injustice in the USA leading to more Black Lives Matter protests.

Which meant that Nike was up against severe time constraints if it wanted its 'You Can't Stop Us' campaign to land at the opportune moment. Thankfully, it released this technically mind-blowing ad – with themes of unity, resilience, and triumph over the odds – at the opportune moment.

With this advert, Pizza Hut cooked up a kairotic moment to create a sense of urgency. While its pizza is available all the time, this particular flavour was only available for two weeks – meaning that viewers had to act now (!!!) or miss out.

Like its pizza, the message is a little cheesy. But there's a reason why these types of ads appear so often – they work. And it's all thanks to kairos.

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Related links

More from the blog..., what is ethos.

Learn the definition of ethos, one of Aristotle's three 'Modes of Persuasion'

What is Logos?

Learn the definition of logos, one of Aristotle's three 'Modes of Persuasion'

What is Pathos?

Learn the definition of pathos (a.k.a. 'feeling all the feels'), one of Aristotle's three 'Modes of Persuasion'

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Module: Rhetorical Appeals

Kairos and pathos, learning objectives.

• Recognize appeals to pathos
• Evaluate appeals to pathos

The word “kairos” means the right moment or, more simply, timeliness. Appeals to emotion are more likely to be effective work if they are also timely examples for your readers. For example, people were more likely to give to charities related to families and businesses soon after the 9/11 tragedy than they are now. However, donations still rise nearer the actual date of September 11 each year. This is an intersection of kairos and pathos. In other words, people’s emotions are heightened because of the time. Timeliness and emotion might be tied to an annual event such as sadness or depression on the anniversary of a loved one’s death or pride in America at the 4th of July. Other examples could have much larger time frames, such as suspicion and fear of one’s neighbors during the Second Red Scare 1940s and 50s. Or they could be on a much smaller scale, like someone being more generous and cheerful than normal on Friday evenings.

When writing and considering an appeal to pathos, also consider the timeliness. If you were writing a piece on why present-day Americans should fear a widespread viral infectious disease outbreak, it might seem untimely to use the example of smallpox, which was eradicated decades ago. You might cite Ebola or Covid-19 as more recent diseases that present greater threats to the limits of modern medicine. As you write, keep in mind how the use of timely examples can help build or detract from your argument if you are trying to appeal to the emotions of your audience.

• How Kairos Works in Appeals to Pathos. Authored by : Guy Krueger. Provided by : University of Mississippi. License : CC BY-SA: Attribution-ShareAlike

Home — Essay Samples — Literature — Rhetoric — Leveraging Kairos: The Strategic Timing of Persuasive Communication

Leveraging Kairos: The Strategic Timing of Persuasive Communication

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Examples of Kairos

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English Studies

This website is dedicated to English Literature, Literary Criticism, Literary Theory, English Language and its teaching and learning.

Kairos: A Rhetorical Device

In literature and rhetoric, Kairos is a strategic use of opportune moments, emphasizing the timing and appropriateness of expression to achieve a specific impact.

Kairos: Etymology, Literal and Conceptual Meanings

Table of Contents

Etymology /Term:

The term “Kairos” originates from ancient Greek, where it refers to a concept of time that is not measured chronologically but rather opportunistically. The word is derived from the ancient Greek god Kairos, who symbolizes the fleeting and opportune moment. In contrast to “Chronos,” representing chronological time, “Kairos” emphasizes the qualitative aspect of time, emphasizing the right or opportune moment for action.

Literal Meaning:

• Fleeting Moment: In its literal sense, Kairos signifies a specific, opportune moment that is often fleeting and cannot be recaptured.
• Timeliness: It conveys the idea of seizing the right moment or taking advantage of a specific temporal opportunity.

Conceptual Meaning:

• Appropriateness: Kairos is associated with the appropriateness of an action within a specific context, emphasizing the harmony between the moment and the action taken.
• Rhetorical Timing: In rhetoric, Kairos refers to the opportune moment for persuasion, stressing the significance of timing in effective communication.
• Crisis and Decision: Kairos is linked to critical moments or turning points, highlighting the importance of making decisions in pivotal situations.
• Subjectivity of Time : It embodies the subjective experience of time, suggesting that the significance of moments transcends mere chronological measurements.

Kairos: Definition as a Literary Device

In literature and rhetoric, Kairos is a strategic use of opportune moments, emphasizing the timing and appropriateness of expression to achieve a specific impact. It involves selecting the most fitting moment to convey a message, recognizing that the effectiveness of communication is not solely dependent on what is said, but also on when it is said. As a literary and rhetorical device, Kairos is a nuanced understanding of timing, ensuring that words are deployed with maximum relevance and influence.

Kairos: Examples in Everyday Life

• Job Interview Responses: During a job interview, employing Kairos involves providing relevant examples of your skills and experiences at the opportune moment, aligning your responses with the interviewer’s questions to create a persuasive and impactful narrative.
• Social Media Timing: Posting content on social media platforms strategically, such as sharing a product announcement when your target audience is most active, demonstrates the application of Kairos in maximizing the impact and reach of your message.
• Negotiations in Business: In business negotiations, recognizing the opportune moment to make a proposal or address concerns can significantly influence the outcome. Timing the presentation of key points can enhance persuasion and negotiation success.
• Effective Classroom Teaching: Teachers using Kairos consider the optimal moments to introduce new concepts, provide feedback, or engage students in discussions. Recognizing the right timing enhances learning and maintains student interest.
• Public Speaking Engagements: Effective public speakers utilize Kairos by gauging the mood of the audience and adjusting their message accordingly. Choosing the right moment to deliver impactful statements or share compelling anecdotes enhances the overall persuasive impact of the speech.

Kairos in Literature: Shakespearean Examples

Kairos in Literature: Examples

• Kairos Moment: Atticus Finch’s closing statement in Tom Robinson’s trial.
• Explanation: Atticus seizes the opportune moment to challenge racial prejudice and injustice, delivering a powerful speech that urges the jury to reconsider their biases. The timing underscores the gravity of the situation and the need for societal change.
• Kairos Moment: Sydney Carton’s sacrifice at the guillotine.
• Explanation: Sydney Carton’s sacrificial act occurs at a pivotal moment, emphasizing the theme of resurrection and redemption. The timing of his ultimate sacrifice adds profound emotional weight to the narrative.
• Kairos Moment: Gatsby and Daisy’s reunion at Nick’s house.
• Explanation: The reunion captures a fleeting moment of possibility and unfulfilled love. The timing of their meeting is crucial in revealing the complexities of their relationship and the unattainable nature of Gatsby’s American Dream.
• Kairos Moment: Winston’s rebellion against the Party.
• Explanation: Winston’s act of rebellion against the oppressive regime occurs at a carefully chosen moment, symbolizing the human spirit’s resistance against totalitarian control. The timing emphasizes the rarity and danger of such defiance.
• Kairos Moment: The tragic ending with the deaths of Romeo and Juliet.
• Explanation: The deaths of the young lovers occur at a critical juncture, culminating the conflicts between their families. The timing of their demise intensifies the impact of the tragedy, highlighting the consequences of impulsive actions and societal discord.

Kairos in Literature: Relevance in Literary Theories

These examples illustrate how Kairos can be applied within different literary theories, emphasizing its versatility in contributing to the understanding and analysis of diverse aspects of literature.

Kairos in Literature: Relevant Terms

Kairos in Literature: Suggested Readings

• Bitzer, Lloyd. “ The Rhetorical Situation .” Philosophy & Rhetoric , vol. 1, no. 1, 1968, pp. 1–14.
• Fitzgerald, F. Scott. The Great Gatsby . Scribner, 2004.
• Orwell, George. 1984 . Signet Classic, 1961.
• Perelman, Chaim, and L. Olbrechts-Tyteca. The New Rhetoric: A Treatise on Argumentation . University of Notre Dame Press, 1969.
• Vatz, Richard E. The Myth of the Rhetorical Situation . Philosophy & Rhetoric, vol. 6, no. 3, 1973, pp. 154–161.
• Weaver, Richard M. The Ethics of Rhetoric . Southern Illinois UP, 1953.

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Encyclopedia

Writing with artificial intelligence, occasion, exigency, kairos – how to decode meaning-making practices.

• © 2023 by Joseph M. Moxley - Professor of English - USF

Occasion, exigency, and kairos are cornerstones of effective communication, guiding how you construct and deliver your message. Occasion (the rhetorical situation ) is the larger environment or event that prompts a response, exigency is the urgent issue that needs addressing, and kairos is the opportune timing for your message. As a communicator, grasping these concepts helps you craft responses that resonate with the current context, address pressing needs effectively, and seize the right moment to make the most impact.

Related Concepts:

While it’s tempting to stay inside the peaceful confines of one’s mind (at least on a good day), thinking about occasion, exigency & kairos is all about getting beyond yourself.

Writers are successful to the extent that they can can understand messages from the rhetorical stance of others.

• Occasion Occasion refers to the broader context for a discursive act. An occasion (e.g., a wedding) may warrant multiple texts (e.g., a Save the Date postcard, a Wedding Announcement, a website for organizing gifts, thank you cards, Facebook Page, Instagram posts, etc. ). When Rhetors enter an Occasion, they may consider what Rhetorical Appeals, Rhetorical Modes , and Genres rhetors have used in past situations that could be re-used in addressing the new occasion. Occasion plays a supersized role in whether a rhetor responds to an exigency , what the rhetor’s purpose is, the medium the rhetor uses to respond, and the rhetor’s rhetorical stance.
• Exigency Rhetorical situations are bounded by Exigencies–that is, by “an imperfection marked by urgency; it is a defect, an obstacle, something waiting to be done, a thing which is other than it should be” (Bitzer 1968).
• Kairos Rhetors are wise to give some thought to timing. If an audience is not ready to hear a message, then no matter how well that message is crafted it may never be heard.

Communicative moments are grounded in a moment as well as the material and ideological conditions that define that moment. Tweets, chats, phone conversations–these sorts of occasions call for chitchat. In contrast, the class presentation, the job interview, the peer-reviewed journal article–these occasions call for behaviors such as Research as Inquiry , Attribution, Citation, & References, Revision , and Editing .

If you are looking for a job after graduating from college, your employment communications would be different than if you are a high school student looking for a part time job after school. How you dress for an employment interview, the sort of job you apply for, what you say in the interview and after are all subject to the particulars of setting.

Occasions are fluid as opposed to static. The web of interrelationships among people, ideas, and resources are constantly evolving. Particular occasions call for particular Rhetorical Modes and Genres .

Bitzer, Lloyd F. “The Rhetorical Situation.” Philosophy & Rhetoric 1.1 (1968): 1-14. Web. JSTOR . 16 September 2015.

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Using appeals to kairos in persuasive writing, recommended.

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Featured Articles

Understand The Difference Between Ethos, Pathos, And Logos To Make Your Point

• What Is Ethos?
• What Is Pathos?
• What Is Logos?
• Examples Of Each
• What Are Mythos And Kairos?

During an argument, people will often say whatever is necessary to win. If that is the case, they would certainly need to understand the three modes of persuasion, also commonly known as the three rhetorical appeals: ethos , pathos , and logos . In short, these three words refer to three main methods that a person can use to speak or write persuasively. As you’re about to find out, the modes of persuasion are important because a speaker who knows how to effectively use them will have a significant advantage over someone who doesn’t.

The terms ethos , pathos , and logos and the theory of their use can be traced back to ancient Greece to the philosophy of Aristotle . Aristotle used these three concepts in his explanations of rhetoric , or the art of influencing the thought and conduct of an audience. For Aristotle, the three modes of persuasion specifically referred to the three major parts of an argument: the speaker ( ethos ), the argument itself ( logos ), and the audience ( pathos ). In particular, Aristotle focused on the speaker’s character, the logic and reason presented by an argument, and the emotional impact the argument had on an audience.

While they have ancient roots, these modes of persuasion are alive and well today. Put simply, ethos refers to persuasion based on the credibility or authority of the speaker, pathos refers to persuasion based on emotion, and logos refers to persuasion based on logic or reason.

By effectively using the three modes of persuasion with a large supply of rhetorical devices, a speaker or writer can become a master of rhetoric and win nearly any argument or win over any audience. Before they can do that, though, they must know exactly what ethos , pathos , and logos mean. Fortunately, we are going to look closely at each of these three ideas and see if they are really as effective as they are said to be.

⚡️ Quick summary

Ethos , pathos , and logos are the three classical modes of persuasion that a person can use to speak or write persuasively. Specifically:

• ethos (character): known as “the appeal to authority” or “the appeal to credibility.” This is the method in which a person relies on their credibility or character when making an appeal or an argument.
• pathos (emotions): known as “the appeal to emotion.” Pathos refers to the method of trying to persuade an audience by eliciting some kind of emotional reaction.
• logos (logic): known as “the appeal to reason.” This method involves using facts and logical reasoning to support an argument and persuade an audience.

What is ethos ?

The word ethos comes straight from Greek. In Greek, ethos literally translates to “habit,” “custom,” or “character.” Ethos is related to the words ethic and ethical , which are typically used to refer to behavior that is or isn’t acceptable for a particular person.

In rhetoric, the word ethos is used to refer to the character or reputation of the speaker. As a rhetorical appeal, ethos is known as “the appeal to authority” or “the appeal to credibility.” When it comes to ethos , one important consideration is how the speaker carries themself and how they present themselves to the audience: Does it seem like they know what they are talking about? Do they even believe the words they are saying? Are they an expert? Do they have some experience or skills that tell us we should listen to them?

Ethos is important in rhetoric because it often influences the opinion or mood of the audience. If a speaker seems unenthusiastic, unprepared, or inexperienced, the audience is more likely to discount the speaker’s argument regardless of what it even is. On the other hand, a knowledgeable, authoritative, confident speaker is much more likely to win an audience over.

Ethos often depends on more than just the argument itself. For example, a speaker’s word choice, grammar, and diction also contribute to ethos ; an audience may react more favorably toward a professional speaker who has a good grasp of industry jargon and enunciates clearly versus a speaker who lacks the necessary vocabulary and fails to enunciate. Ethos can also be influenced by nonverbal factors as well, such as posture, body language, eye contact, and even the speaker’s choice of clothing. For example, a military officer proudly wearing their uniform bedecked with medals will go a long way to establishing ethos without them saying a single word.

Here as a simple example of ethos :

• “As a former mayor of this city, I believe we can solve this crisis if we band together.”

The speaker uses ethos by alerting the audience of their credentials and experience. By doing so, they rely on their reputation to be more persuasive. This “as a…” method of establishing ethos is common, and you have probably seen it used in many persuasive advertisements and speeches.

What are open-ended questions and how can you use them effectively? Find out here.

What is pathos ?

In Greek, pathos literally translates to “suffering, experience, or sensation.” The word pathos is related to the words pathetic , sympathy , and empathy , which all have to do with emotions or emotional connections. Aristotle used the word pathos to refer to the emotional impact that an argument had on an audience; this usage is still mainly how pathos is used in rhetoric today.

As a rhetorical appeal, pathos is referred to as “the appeal to emotion.” Generally speaking, an author or speaker is using pathos when they are trying to persuade an audience by causing some kind of emotional reaction. When it comes to pathos , any and all emotions are on the table: sadness, fear, hope, joy, anger, lust, pity, etc.

As you probably know from your own life, emotions are a powerful motivating factor. For this reason, relying on pathos is often a smart and effective strategy for persuading an audience. Both positive and negative emotions can heavily influence an audience: for example, an audience will want to support a speaker whose position will make them happy, a speaker who wants to end their sadness, or a speaker who is opposed to something that makes them angry.

Here is a simple example of pathos :

• “Every day, the rainforests shrink and innocent animals are killed. We must do something about this calamitous trend before the planet we call our home is damaged beyond repair.”

Here, the author is trying to win over an audience by making them feel sad, concerned, or afraid. The author’s choice of words like “innocent” and “calamitous” enforce the fact that they are trying to rely on pathos .

What is logos ?

In Greek, the word logos literally translates to “word, reason, or discourse.” The word logos is related to many different words that have to do with reason, discourse, or knowledge, such as logic , logical , and any words that end in the suffixes -logy or -logue .

As a mode of persuasion and rhetorical appeal, logos is often referred to as “the appeal to reason.” If a speaker or author is relying on logos , they are typically reciting facts or providing data and statistics that support their argument. In a manner of speaking, logos does away with all of the bells and whistles of ethos and pathos and cuts to the chase by trying to present a rational argument.

Logos can be effective in arguments because, in theory, it is impossible to argue against truth and facts. An audience is more likely to agree with a speaker who can provide strong, factual evidence that shows their position is correct. On the flip side, an audience is less likely to support an argument that is flawed or entirely wrong. Going further, a speaker that presents a lot of supporting evidence and data to the audience is likely to come across as knowledgeable and someone to be listened to, which earns bonus points in ethos as well.

While Aristotle clearly valued an argument based on reason very highly, we know that logos alone doesn’t always effectively persuade an audience. In your own life, you have likely seen a rational, correct speaker lose an argument to a charismatic, authoritative speaker who may not have the facts right.

Here is a simple example of logos :

• “According to market research, sales of computer chips have increased by 300% in the last five years. Analysis of the industry tells us that the market share of computer chips is dominated by Asian manufacturers. It is clear that the Asian technology sector will continue to experience rapid growth for the foreseeable future.”

In this paragraph, the author is using data, statistics, and logical reasoning to make their argument. They clearly hope to use logos to try to convince an audience to agree with them.

Do you need persuading to take this quiz on identifying ethos, pathos, and logos? We think you’ll be a champion at it.

Examples of ethos , pathos , and logos

Ethos , pathos , and logos can all be employed to deliver compelling and persuasive arguments or to win over an audience. Let’s look at a variety of examples to see how different speakers and authors have turned to these modes of persuasion over the years.

“Come I to speak in Caesar’s funeral. He was my friend, faithful and just to me […] You all did see that on the Lupercal I thrice presented him a kingly crown, Which he did thrice refuse: was this ambition?” —Marc Antony, Julius Caesar by William Shakespeare

In this scene, Marc Antony is trying to win over the Roman people, so Shakespeare has Antony rely on ethos . Antony is establishing himself as both a person of authority in Rome (having the power to offer Caesar a crown) and an expert on Caesar’s true character (Antony was Caesar’s close friend and advisor).

“During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story , and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance.” —Steve Jobs, 2005

Here, Steve Jobs is providing his background–via humblebrag – of being a major figure in several different highly successful tech companies. Jobs is using ethos to provide substance to his words and make it clear to the audience that he knows what he is talking about and they should listen to him.

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“Moreover, though you hate both him and his gifts with all your heart, yet pity the rest of the Achaeans who are being harassed in all their host; they will honour you as a god, and you will earn great glory at their hands. You might even kill Hector; he will come within your reach, for he is infatuated, and declares that not a Danaan whom the ships have brought can hold his own against him.” —Ulysses to Achilles, The Iliad by Homer

In this plea, Ulysses is doing his best to pile on the pathos . In one paragraph, Ulysses is attempting to appeal to several of Achilles’s emotions: his hatred of Hector, his infamous stubborn pride, his sympathy for civilians, and his desire for vengeance.

“I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest—quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality.” —Dr. Martin Luther King Jr., 1963

In this excerpt from his “I Have A Dream” speech, King is using pathos to accomplish two goals at once. First, he is connecting with his audience by making it clear is aware of their plight and suffering. Second, he is citing these examples to cause sadness or outrage in the audience. Both of these effects will make an audience interested in what he has to say and more likely to support his position.

Dr. King’s “I Have A Dream” speech is recognizable and noteworthy for many reasons, including the rhetorical device he employs. Learn about it here.

“Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be. But in the case of an island, or of a country partly surrounded by barriers, into which new and better adapted forms could not freely enter, we should then have places in the economy of nature which would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders. In such case, every slight modification, which in the course of ages chanced to arise, and which in any way favoured the individuals of any of the species, by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement.” —Charles Darwin, On the Origin of the Species , 1859

In this passage, Darwin is using logos by presenting a rational argument in support of natural selection. Darwin connects natural selection to established scientific knowledge to argue that it makes logical sense that animals would adapt to better survive in their environment.

“I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face.” —Al Gore, “The Climate Crisis Is the Battle of Our Time, and We Can Win,” 2019

In this call to action, Al Gore uses logos to attempt to convince his audience of the significance of climate change. In order to do this, Gore both cites an expert in the field and provides a scientifically accurate simile to explain the scale of the effect that greenhouse gases have on Earth’s atmosphere.

What are mythos and kairos ?

Some modern scholars may also use terms mythos and kairos when discussing modes of persuasion or rhetoric in general.

Aristotle used the term mythos to refer to the plot or story structure of Greek tragedies, i.e., how a playwright ordered the events of the story to affect the audience. Today, mythos is most often discussed as a literary or poetic term rather than a rhetorical one. However, mythos may rarely be referred to as the “appeal to culture” or the “appeal to myth” if it is treated as an additional mode of persuasion. According to this viewpoint, a speaker/writer is using mythos if they try to persuade an audience using shared cultural customs or societal values.

A commonly cited example of mythos is King’s “I Have a Dream” speech quoted earlier. King says:

“When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men—yes, black men as well as white men—would be guaranteed the ‘unalienable rights’ of ‘life, liberty and the pursuit of happiness.’ ”

Throughout the speech, King repeatedly uses American symbols and American history ( mythos ) to argue that all Americans should be outraged that Black Americans have been denied freedom and civil rights.

Some modern scholars may also consider kairos as an additional mode of persuasion. Kairos is usually defined as referring to the specific time and place that a speaker chooses to deliver their speech. For written rhetoric, the “place” instead refers to the specific medium or publication in which a piece of writing appears.

Unlike the other modes of persuasion, kairos relates to the context of a speech and how the appropriateness (or not) of a setting affects how effective a speaker is. Once again, King’s “I Have a Dream” speech is a great example of the use of kairos . This speech was delivered at the steps of the Lincoln Memorial during the 100th anniversary of the Emancipation Proclamation at the end of the March on Washington for Jobs and Freedom. Clearly, King intended to use kairos to enhance the importance and timeliness of this landmark speech.

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Students create Google maps to contextualize events and locations related to their controversies.

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• Speed Dating with Thesis Statements

Meet a room full of thesis statements that want to meet YOU!

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Words in Motion: Kairos and Kinetic Typography

Kinetic typography is an animation technique that allows writers to mix text and motion. Students will take part of a speech or a piece of dialogue and animate it, carefully considering how they might visually enforce and/or subvert the text's underlying themes.

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Teaching Kairos through Allegorical Performances

This lesson teaches the concept of rhetorical kairos by placing allegorical performances in their historical context.

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Kairos and Ideology Analysis: American Values and Contexts

This assignment asks students to fill out a worksheet for analyzing the ideological presuppositions of two arguments that rely on a popular superhero, Captain America, to make their respective arguments. This assignment can be used to solidify student understanding of kairos and presuppositions.

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The (Selling) Powers of a Good Cry

Students will look at a series of popular, “sad” advertisements and discuss the ways in which certain commercials have successfully tapped into elements of rhetoric specific to viral videos.

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Teach Pathos through Politics -- the French Revolution

This assignment connects the rhetorical concepts pathos and logos with the critique of Enlightenment rationalism by classical conservative philosopher Edmund Burke.   

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Compiling Context with Digitized Periodicals

Students examine and manipulate digitized page images in order to consider the presentation of serialized texts. “Compiling Context” is a versatile introduction to periodical print culture suitable for literature and rhetoric courses. 

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Teaching Kairos through Internet Memes

In this lesson, students in my visual rhetoric class, "The Rhetoric of Photography," look at internet memes in multiple contexts as part of our unit on kairos. 

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Student Digital Activism as Rhetorical Advocacy/Analysis

This assignment challenges students to become digital activists/advocates for a cause of their choosing, and aids them in developing a portfolio of work in the service of that cause.

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Evaluating & Complicating Audience on the Web

This lesson plan is designed to get students thinking about the real and intended audiences of web texts by analyzing publication venues and comment replies. It also highlights that a text's audiences are not (always) simply people who agree with the author(s) or people who disagree and need persuading.

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Researching a Controversy using Twitter

By creating their own Twitter accounts and finding accounts to follow that are related to their research topic, students learn the difference between library resources and online resources like daily news, blogs, and opinion.

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Using Music Videos to Explore Historiography

This assignment encourges students to think about how they can read and piece together primary sources to create a descriptive narrative.

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Analyzing Ethos Using Twitter and Storify

Using the multimedia curation program, Storify, students compose a short writing assignment analyzing an "author's" ethos based on his or her Twitter feed.  This demonstrates the ways in which ethos is cultivated over time and in a variety of different ways.

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Using Facebook to Review Local & Global Argument Types & Rhetorical Appeals

In this lesson students review the basics of argument types & rhetorical appeals.  Working in groups, they look for examples of several argument types in facebook status updates.  As a class we review the examples, evaluate their classifications, and discuss the rhetorical appeals at play.  

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Pre-Writing: Surveying Expectations on the First Day of Class

On the first day of class, students think about the course topic and document their personal definitions of and understandings of the topic.

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Creating OED Word Constellations

In this assignment students use the Oxford English Dictionary to make individual mindmaps of the multiple definitions of related words, then the class together creates a constellation of meanings surrounding a seemingly simple topic that becomes more and more complex. 

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Using TV Tropes to Teach Narrative Devices

Incorporating TV Tropes (a wiki that catalogues narrative devices used across a variety of media) into your discussion of literary devices and encouraging students to talk about how narrative techniques across different genres and forms of media can assist in making these concepts intelligible and "real" to them. 

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Mapping a Controversy Using Dipity Timelines

In this lesson, students created Dipity timelines that allow them to integrate multi-media content into a temporal-sequential order.  Taking the sources from their first essay, students reflect on the benefits of the multimedia/chronological presentation.

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Remixing Materials from the Public Domain

During the workshop-style lesson, students will learn about the literary and rhetorical aspects of selection and juxtaposition. This assignment introduces students to ways of finding public domain music and audio clips of literary and rhetorical value.

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All materials posted to this site are licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License .  We invite you to use and remix these materials, but please give credit where credit is due. In addition, we encourage you to comment on your experiments with and adaptations of these plans so that others may benefit from your experiences.