Ethos, Logos, & Pathos
The goal of argumentative writing is to persuade your audience that your ideas are valid, or more valid than someone else's. The Greek philosopher Aristotle divided the means of persuasion, appeals, into three categories--Ethos, Pathos, Logos.
Ethos (Credibility), or ethical appeal, means convincing by the character of the author.
Pathos (Emotional) means persuading by appealing to the reader's emotions.
Logos (Logical) means persuading by the use of reasoning.
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