ARISTOTLE’s introduction to Rhetoric and the art of PERSUASION. Early in my studies, I recognized that there are three main types of argument that people use when trying to persuade others. I called them . ETHOS, PATHOS, and LOGOS. The first is ETHOS. Consider this. Before you can convince an audience to accept anything you say, they have to accept you as credible. There are many aspects to building your credibility: Do people respect you? Do people believe you are of good character? Do people believe you are generally trustworthy? Do people believe you are an authority on this speech topic? Keep in mind that it is not enough for you to know that you are a credible source. This is not about your confidence, experience, or expertise. Others must also know this. Ethos is affected by your level of credibility, your reputation, as perceived by others. Keep in mind that . WE ARE WHAT WE REPEATEDLY DO. Excellence, then, is not an ACT but a HABIT. ETHOS. -> similar English words: ETHICAL; ETHICS -> quotes with authority -> quotes from authority -> takes advantage of reputation and status The second is PATHOS. Pathos is the quality of a persuasive presentation which appeals to the EMOTIONS of the audience. Consider these qualities in your words and actions. Do your words evoke feelings of love? sympathy? fear? Do your words evoke feelings of compassion? envy? Does your characterization of the competition evoke feelings of hate? contempt? An emotional connection can be created in many ways by a speaker, perhaps most notably by stories. The goal of a story, anecdote, analogy, simile, and metaphor is often to link an aspect of our primary message with a triggered emotional response from the audience. PATHOS. -> similar English words: SYMPATHY; EMPATHY -> quotes from stories and analogies -> appeals to senses, feelings, memories, common experiences The third is LOGOS. Logos is synonymous with logical argument. Consider this. Does your message make sense? Is your message based on facts, statistics, and evidence? Will your call-to-action lead to a desired outcome that you promise? If your argument is grounded in facts and supported by data, reasoning, and rationality, you are utilizing LOGOS. LOGOS. -> similar English words: LOGIC; LOGICAL -> quotes from data and facts -> appeals to reason In the following (perhaps) familiar advertisements, tell whether the main appeal is one of ETHOS, PATHOS, or LOGOS. .