Pathos, Logos, Ethos

Pathos: Use of emotions to persuade a person or a group. A Greek word meaning "suffering", "experience", or "emotion". Used to appeal to the emotions of the audience to persuade them. An example of this can be seen in charity ads. "There are people starving in Africa. Donate now to help."

Logos: Usage of logic to persuade an audience. An example of this can be found in a toothpaste advertisement, saying that "9 out of 10 dentists approves"

Ethos: A contrast to pathos, ethos uses the audience's beliefs to persuade them. For example, people can use religion, culture, or personal beliefs to persuade the audience. "Say no to abortion. That child is God's gift!"