Methodology

Postulate 1

Aristotle identified three modes of persuasion

Aristotle’s three modes of persuasion—logos, pathos, and ethos—form the foundation of rhetorical theory. Logos appeals to reason through logic and evidence, pathos engages emotions to strengthen persuasion, and ethos builds credibility to establish trust. This framework remains essential in modern rhetorical analysis, demonstrating Aristotle’s lasting influence.

The Logical Appeal

Aristotle’s concept of logos, the logical appeal, is grounded in the use of reason, evidence, and structured argumentation to persuade an audience.

It answers the question, "Why does this make sense?"
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It relies on deductive and inductive reasoning, wherein conclusions follow from established premises or observable patterns, ensuring that arguments are coherent, rational, and verifiable. By appealing to logic, a rhetorician fosters intellectual credibility, compelling the audience to accept claims based on factual accuracy and sound reasoning rather than emotional or ethical considerations.

The Emotional Appeal

Aristotle’s concept of pathos, the emotional appeal, persuades an audience by eliciting feelings that reinforce the speaker’s argument.

It answer's the question, "Why does this feel good?"
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By strategically invoking emotions such as fear, compassion, or anger, a rhetorician can shape audience perceptions and motivate action beyond pure reason. This appeal acknowledges that human decision-making is not solely driven by logic but is deeply influenced by emotional resonance and personal experience.

The Ethical Appeal

Aristotle’s concept of ethos, the ethical appeal, establishes a speaker’s credibility, authority, and moral character to enhance persuasion.

It answers the question, "Why is this the right thing to do?"
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A rhetorician cultivates ethos through expertise, integrity, and goodwill, ensuring the audience perceives them as trustworthy and competent. This appeal underscores that persuasion is not solely about logic or emotion but also about the speaker’s ability to inspire confidence and align with the audience’s values.

SUPPORTING RESEARCH
Aristotle’s rhetorical framework—logos, pathos, and ethos—has been extensively analyzed and validated across disciplines, demonstrating its enduring relevance in persuasion.

aligns with Aristotle’s distinction, showing that persuasion operates through both logical reasoning (logos) and more peripheral, emotion-driven cues (pathos and ethos).

further substantiates the role of ethos, demonstrating that a speaker’s credibility influences persuasion over time.

reinforces Aristotle’s concept of pathos by revealing how emotional framing significantly impacts decision-making.

extends this argument, demonstrating that emotion is integral to rational thought, validating Aristotle’s assertion that effective persuasion necessitates an emotional component. Finally,

illustrates how ethos, pathos, and logos function in ideological narratives, particularly in political discourse, reaffirming Aristotle’s framework as a foundational model for understanding persuasion across historical and contemporary contexts.

Postulate 2

2,600 years later, neuroscience concurred

Triune Brain Theory, proposed by Paul MacLean, posits that the human brain consists of three distinct evolutionary layers: the reptilian brain, the limbic system, and the neocortex. The reptilian brain governs basic survival functions such as heart rate and territoriality, while the limbic system is responsible for emotional responses and social bonding. The neocortex, the most recent evolutionary development, facilitates higher cognitive functions, including reasoning, language, and abstract thought, thereby enabling complex human behaviors and decision-making.

The Humanoid Brain

In Paul MacLean’s Triune Brain Theory, the neocortex represents the most advanced and recently evolved layer of the brain, responsible for higher cognitive functions.

This is the logical center of the brain and is programmed primarily through language.

It facilitates abstract reasoning, complex problem-solving, and language, allowing humans to engage in sophisticated thought processes and creative endeavors. The neocortex’s role is pivotal in distinguishing human behavior, as it enables the integration of emotional responses from the limbic system with logical analysis and strategic decision-making.

The Mammalian Brain

In MacLean’s Triune Brain Theory, the limbic system serves as the emotional center of the brain, mediating affective responses and social behaviors.
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This is the emotional center of the brain and is programmed primarily through experience.

It governs essential functions such as memory, emotional regulation, and bonding, significantly influencing decision-making and interpersonal interactions. The limbic system thus plays a critical role in the formation of emotional reactions and in the regulation of behaviors essential for survival, such as motivation and attachment.

The Reptilian Brain

In MacLean's Triune Brain Theory, the basal ganglia are part of the reptilian brain and play a central role in regulating habitual and instinctual behaviors.
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This is the ethical center of the brain and is programmed primarily through symbol.

They are involved in motor control, coordinating movements, and maintaining routine actions that are essential for survival, such as territoriality and dominance. Additionally, the basal ganglia contribute to decision-making processes related to reward and reinforcement, influencing behaviors driven by basic needs and survival instincts.

SUPPORTING RESEARCH
MacLean’s Triune Brain Theory provided a foundational model for understanding brain evolution, yet modern neuroscience has refined this framework, emphasizing the integration rather than segregation of brain functions.

critiqued the rigid distinctions between MacLean’s three brain regions, demonstrating that emotional and cognitive processes are deeply intertwined. Research on the basal ganglia by

highlights its role in habit formation and motor control, particularly in reinforcement learning and procedural memory.

expanded understanding of the limbic system by identifying the amygdala’s critical role in fear processing, while

further demonstrated that emotional regulation is essential for rational decision-making. Finally,

confirmed the neocortex’s role in executive function and abstract reasoning, though contemporary findings suggest cognition is distributed across neural networks rather than confined to a singular brain region. Collectively, these studies illustrate how MacLean’s model remains a valuable heuristic but requires modification to align with current neuroscientific evidence.

Conclusion

prismonde finds relevence in brand strategy

If one considers Aristotle’s triadic framework of persuasion not merely as discrete techniques of influence but rather as manifestations of three fundamental cognitive orientations, a more profound conceptualization emerges—one in which logos, pathos, and ethos correspond to distinct modes of human perception, each shaped by its own mental model and intrinsic biases.
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This perspective aligns with MacLean’s Triune Brain Theory, wherein the reptilian, limbic, and neocortical structures function as interpretive lenses through which individuals engage with the world, each privileging a particular form of meaning-making—instinctual, emotional, or rational. If one envisions these cognitive modalities as receiving ports in an interface that facilitates human connection to a larger community, it logically follows that brand-building must engage all three dimensions to establish both a comprehensive impression and an enduring relational bond.

A brand that solely appeals to reason risks sterility, one that relies exclusively on emotion lacks credibility, and one that depends only on authority may forfeit relatability. Thus, the most effective brand strategies are those that integrate these three cognitive perspectives, ensuring resonance across the full spectrum of human perception and fostering a lasting, multidimensional connection with the audience.

We are in the midst of a brand revolution. In the next 5 to 10 years those with a better understanding of brand are going to rapidly outperform competitors. It’s already begun.

Cognitive brand methodology™