Pathos
Advance issue through emotional pull:
Build connection
Add energy to argument
Use humor
Ethos
Establish authority and good character
Elements: credibility, authority, clear motives
Credibility
Honesty, respect, likability — connect your own beliefs with core principles, admit conflicts with materials
Logos
Hard evidence, reason and common sense
Hard evidence
Inartistic proofs
Facts, Statistics, surveys and polls, narratives
Reason and common sense
Artistic proofs
Constructed Arguments, Logical Structures