1.1. Ethos: credibility (or character) of the speaker
1.2. Ex: "As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results."
2. Logos
2.1. Logos: logical argument
2.2. Ex: "Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut."
3. Pathos
3.1. Pathos: emotional connection to the audience
3.2. Ex: "There’s no price that can be placed on peace of mind. Our advanced security systems will protect the well-being of your family so that you can sleep soundly at night."
