Triada retoryczna (logos, etos, patos) a perswazyjność sylwetki prasowej

The article discusses the specificity of character pieces (the journalistic genre for the presentation and recommendation of a person) in the context of the rhetorical triad. Logos, ethos and pathos are three ways of shaping an argument which in a character piece have a persuasive impact on the reader by influencing his intellect, will and emotions. In journalistic practice, this means using facts and commanding direct or indirect inference in relation to the axiology of moral attitudes, as well as showing and engendering feelings, states of emotion and stimulating the imagination. The author discusses these actions based on selected journalistic texts from the magazines „Polityka”, „Gazeta Wyborcza”, „Press” and „Newsweek Polska”.