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Ethos: Ethical credibility:

ARGUMENT BY CHARACTER
a. Fair, b. Knowledgeable, c. Trustworthy d. Considerate
Used heavily in advertising
Establish goodwill.
SECRET: Show your virtues

Pathos: Emotional appeal: Feelings

ARGUMENT BY EMOTIONS
Feel connected with the persuader.
SECRET: Humor establishes emotional connection

Logos: Analytical approach

ARGUMENT BY LOGIC.
Let go of what you are and what you can become.
Logical appeal. A. thoughtful, b. Good reasons c. Evidence
SECRET: Give concessions to gain trust.

START WITH ETHOS.
Set intent.
Be calm, so you are the emotional role model for everyone to want to emulate.

 

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