Ethos, Logos, Pathos

Earning the right to be heard: Appeals to ethos

acceptable moral character

authority

knowledgeability

trustworthiness

credibility

likability

identifiableness

image

integrity

genuine motives

strong reputation

responsible

respectability

adequate experience

sense of humor

humility

respect for audience and its value

Appeals to pathos

emotion

name-calling

charged or vivid language

imagery

sensory details

ridicule

hatred

outrage

envy

greed

fear

guilt

shame

insecurity

prejudice

pity

patriotism

pride

sympathy

kindness

humor

sarcasm

Appeals to logos

character

reason

argument

premises

conclusion

inference

probability

evidence

facts

statistics

testimony

surveys

polls

graphs, charts, tables

deduction

induction

fallacy