1. Persuasion & Argumentation
(the short version)

2. ETHOS Appeal based on the character of the speaker;
Works best with a wavering audience.
Aristotle says that if we believe that a speaker has "good sense, good moral character, and goodwill," we are inclined to believe what that speaker says to us. Today we might add that a speaker should also appear to have the appropriate expertise or authority to speak knowledgeably about the subject matter.

3. LOGOS
Argument based on logic & reason; generally involves facts, figures, statistics, rational appeals;
Works best for a hostile audience; can also help reinforce a supportive audience or sway a wavering audience.
In our society, logic and rationality are highly valued and this type of persuasive strategy is usually privileged over appeals to the character of the speaker or to the emotions of the audience.

4. PATHOS
Appeal to the emotions of the audience; can play on pity, fear, anger, patriotism, humor, etc.
Works well with a supportive audience; can hurt argument with hostile or wavering audiences.
Aristotle points out that emotions such as anger, pity and fear, and their opposites, powerfully influence our rational judgments. Due to this fact, much of our political discourse and much of the advertising we experience is directed toward moving our emotions.

5. So what is it?

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9. So what is it?