Logos

• Logos means reason in Greek. This term identifies an appeal to the audience's reason. An appeal to the reason requires moving step by step through an argument from an obvious, uncontestable starting point to your desired conclusion. Arguments that rely obviously on logos gain a perceived authority as being impartial and objective.
  
  

Pathos

• The appeal to the emotions is called pathos. Applying the technique of pathos requires a sensitive understanding of the audience. For instance, an obvious appeal to the emotions can hurt an argument in an academic paper where being logical and analytical are important. Identify the emotional charges of various topics or references and use those charges to form or support your argument. The Roman orator Cicero recommended an emotional appeal at the conclusion of an argument.
  
  

Ethos

• Ethos relies on the authority of a speaker or author. One must appear knowledgeable about the subject and kind for an audience to listen receptively. Advertisers use this technique often in a variety of ways. For example, an actor might dress as a doctor for a commercial advertising medicine. The audience trusts what the actor says because he appears to have the qualifications to offer advice.
  
  

Repetition

• Repetition is as a powerful persuasive technique. Speechwriters repeat sentence structure or keywords to emphasize a certain point. Repeating select phrases or structures lends credibility to the point being made. Advertisers can create a brand identity by using a repeated phrase to identify the product.
  
  

Research

• A device similar to logos, the persuasive technique of research utilizes the authority that audiences give to statistical data as impartial and objective. The speaker augments his argument with numbers, percentages, averages and other statistical data carefully selected to help support the conclusion. Audiences more readily accept a claim if it is supported by statistical data than if it is presented on its own.