LOGOS

            rationality
            facts, figures, and expert testimony
            basic to ethical persuasion
 

    PATHOS

            emotions
            examples and narratives
            move people to action
            may boomerang
            should be used with logos
 

    ETHOS

            credibility
            expert, prestige, and lay testimony
 

   MYTHOS

            cultural heritage
            examples and narratives
            patriotism, history, heroes/heroines
            bring audiences together