Rhetorical (1 of 2)
Logos: "word," "speech" or "reason." In persuasion, it is the logical reasoning behind the author's statements.
Ethos: "moral" and "showing moral character." For speakers and writers, their ethos is made from their credibility, presentation and similarity to their audience.
Pathos: "suffering" and "experience." In rhetoric, this translates to the speaker or writer's ability to evoke emotions and feelings from the audience.