Earning the right to be heard: Appeals to ethos
acceptable moral character
authority
knowledgeability
trustworthiness
credibility
likability
identifiableness
image
integrity
genuine motives
strong reputation
responsible
respectability
adequate experience
sense of humor
humility
respect for audience and its value
Appeals to pathos
emotion
name-calling
charged or vivid language
imagery
sensory details
ridicule
hatred
outrage
envy
greed
fear
guilt
shame
insecurity
prejudice
pity
patriotism
pride
sympathy
kindness
humor
sarcasm
Appeals to logos
character
reason
argument
premises
conclusion
inference
probability
evidence
facts
statistics
testimony
surveys
polls
graphs, charts, tables
deduction
induction
fallacy