1. Appeals in Rhetoric
Rhetoric is the study of persuasion and argument; the term is generally associated with Aristotle, who coined the key terms for the three appeals (ethos, logos, and pathos) that we use today. Other philosophers and writers throughout history have made the same basic observations about persuasion, so the general principles are derived not only from Classical Greek tradition, but from ancient Indian, Chinese, Egyptian, and many others.

2. Basic Definitions:
Ethos: authority The speaker has authority or credibility. Logos: logic The speaker follows sound reasoning. Pathos: emotion The speaker connects to the audience’s feelings.

3. Ethos
Authority can be derived from who the speaker is or who the speaker invokes (cites). This authority could be simple, like a police officer arresting someone, or more complicated, like a popular musician supporting a politician.
Invoking authority is when the speaker borrows the authority of others; citing the work of an expert, facts, history, law, religion, or any other evidence is always an appeal to authority.
“I’m your boss, so you need to come to work.”
“65% of all employees who miss work get fired.”
“Ice Cube once wrote, “Get yo’ ass up and go to work!”’

4. Logos
Logic refers to a chain of reasoning that renders a conclusion inevitable or self-evident; for example “two things that are equal to the same thing are equal to ____________.” Logical arguments show relationships between ideas, between ideas and examples, between claims and evidence, and so on. Logical arguments might contain facts, but they don’t necessarily require them. More often, logic is used to explain why or how facts connect to claims. “X + Y = Z if Z – Y = X” “I’ll wear a jacket today because I want to stay warm.” “People who get a lot exercise are often up-beat because exercising releases endorphins.”

5. Pathos
Emotional appeals can make the audience empathize and sympathize with the speaker, making them more likely to accept the argument. Pathos can also make the consequence, or stake, of the argument clearer. Appeals to emotion are often found in specific examples or personal narratives. “Helen knows how bad drunk driving can be because her 4-year-old son was killed by a drunk driver.” “If we don’t win this election, I’ll blame myself.” “When you go home tonight, imagine what it would be like to lose your job over something your couldn’t control.”

6. So, what?
A strong argument should have some combination of all these appeals. Here’s a basic pattern that can work for an essay: X is a good idea because it does Y. A researcher, Dr. L, found that “factual evidence R” (22), which proves that X can achieve Y. This is important because Q example felt the negative affects of not having Y first hand. Claim Ethos Logos Pathos

7. Some questions to ask:
Is the evidence provided actually authoritative? Dr. Oz argues that Kevin Durant “invented Bitcoin in 1982.” Is the logic actually logical? My fiancé spent the weekend at her ex’s house, and she left her engagement ring on our night-stand, therefore, we’ll have a good marriage. Will this get the audience on my side? Gas taxes should be lowered to decrease the overall price of gas for people like Dr. Dre who drive a lot of expensive cars.