In the Art of Persuasion, Ethos, Pathos, and Logos are three appeals defined by Aristotle that all have a set goal to effect the logical or emotional side of an audience.
Ethos is the credibility of the speaker or writer. In order for a claim to be credible, it is important for the speaker to seem credible and experienced in their subject. When referencing Ethos in rhetorical analysis, be sure to thoroughly explain how the author establishes credibility and avoid making baseless/simplistic blanket statements.
Ethos appeals to:
Pathos appeals to the audiences' emotions and beliefs to provoke a response from the audience and increase engagement. Pathos makes an argument personal and pushes the audience to take action. When referencing Pathos, ensure that the emotion provoked and the strategy/device behind the provocation is identified and cited. Avoid using generic emotions like “happy” or “sad.” Ultimately the button pushing from the author appeals to certain core values or beliefs of the audience, so be sure to state those aswell and how they tie back to the argument or support their thesis.
Pathos appeals to:
Logos appeals the rational side of the audience with sensible reasoning, logic, evidence, and solid facts. Logos acts as the solid irrefutable foundation for a thesis. When displaying Logos, ensure to analyze the author's line of reasoning, including the evidence the author uses and how it furthers their thesis. Also note that Logos naturally builds trust in the rhetor.
Examples of logos: