2. Ethos
▪ Appeal to ethics
▪ Used to convince audience
of author’s
credibility/character
▪ What is used to show
audience the author is
worth listening to
3. Pathos
▪ Appeal to emotion
▪ Used to inspire/ create
sympathy from
audience
▪ Pity is often emotion of
choice (or passionate
emotions like anger or
sadness)
4. Logos
▪ Appeal to logic
▪ Used to convince the
audience by use of reason
or logic
▪ Is developed by using
theoretical or abstract
language alongside citing
facts and constructing
logical arguments
