PURPOSE.  PURPOSE. PURPOSE. PURPOSE.

According to Aristotle, there are three types of persuasion:

Logos = the logical appeal, an appeal to the audience's reason based on such techniques as examples, inductive and deductive reasoning, definition of terms, critique of the opponent's logic, etc.

Ethos = the ethical appeal, an appeal based on the character, persona, and/or position of the speaker. 

Pathos = the emotional appeal, based on evoking particular emotions in the audience, such as fear, envy, patriotism, lust, etc.
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