Ethos or the ethical appeal, means to convince an audience of the author’s credibility or character.
An author would use ethos to show to his audience that he is a credible source and is worth listening to. Ethos is the Greek word for “character.” The word “ethic” is derived from ethos.
Ethos can be developed by choosing language that is appropriate for the audience and topic (this also means choosing the proper level of vocabulary), making yourself sound fair or unbiased, introducing your expertise, accomplishments or pedigree, and by using correct grammar and syntax.
During public speaking events, typically a speaker will have at least some of his pedigree and accomplishments listed upon introduction by a master of ceremony.
Pathos or the emotional appeal, means to persuade an audience by appealing to their emotions.
Authors use pathos to invoke sympathy from an audience; to make the audience feel what the author wants them to feel. A common use of pathos would be to draw pity from an audience. Another use of pathos would be to inspire anger from an audience, perhaps to prompt action.
Logos or the appeal to logic, means to convince an audience by use of logic or reason.
Logos can be developed by using advanced, theoretical, or abstract language, citing facts (very important), using historical and literal analogies, and by constructing logical arguments.
For example:
Textbook page 255 – one example of ethos, pathos, and logos in chapters 17-19
Read chapter 18
Homework: Read chapter 19