Ethos. Logos. Pathos.
These are the three logical appeals that are used to persuade an audience to believe the information being delivered to them is valid. When used correctly and efficiently they can be very helpful in getting the desired response. These aspects of persuasion were termed by Aristotle, a Greek philosopher.
Ethos. (Credibility)
Ethos involves the credibility of the author. Strong evidence should be present in an essay to show why an audience should trust your work and why they should be listening to you. It is important to build credibility by citing legitimate sources and actually knowing and understanding the topic being presented.
Pathos. (Appeal to Emotion)
If you connect the message of your essay directly to the motives of your audience, you will be much more effective in your ability to persuade them to take on your point of view. This is very helpful when you are seeking an immediate reaction from your target audience.
Logos. (Appeal to Logic)
Logos means persuading by the use of reasoning. Logic is used to support a claim using facts and statistics to support your argument. There are two types of logic: inductive reasoning and deductive reasoning. Inductive reasoning uses many similar examples that represent a general idea. Deductive reasoning is used when you give your audience a few similar examples that lead to a specific truth.
Source. (http://courses.durhamtech.edu/perkins/aris.html)
-TCB
