Aristotle and later Cicero wrote about argument being composed of logos, ethos and pathos. Most people know the “logos” as logic and “pathos” as emotion (easy to remember because of words ...

Aristotle asked. Time-traveling to my senior year of high school came to mind, but instead I asked him to explain his concepts of ethos, pathos, and logos and how they relate to business leadership.

Ethos is an appeal to ethics and character, meaning that an audience must believe the speaker is ethical, credible and trustworthy. Logos is the appeal to logic; pathos is an appeal to emotion.

Evidence that is testimonial in nature appeals to your audience on the basis of ethos. When you present facts, data, and statistics, you appeal to your audience with logic or logos.

Pathos is an appeal to emotion, and can be used to convince an audience by creating an emotional response. Logos is an appeal to logic, and is used to persuade through reason.

SZYMON WRÓBEL, "Logos, Ethos, Pathos". Classical Rhetoric Revisited, Polish Sociological Review, No. 191 (2015), pp. 401-421 ...

There are two other rhetorical methods of persuasion: ethos and logos. Read the Carter and Reagan material again, this time examining them through one of those two other lenses.