Aristotle's Modes of Persuasion

Pathos, Logos and Ethos are Aristotle's three main forms of appealing work to an audience, also known as Aristotle's Modes of Persuasion. Ethos relates to ethics. It is used when a persuader uses someone's (usually a celebrity) credibility to enforce or convince someone of an idea. For example, when toothpaste companies say "9/10 dentists say this product is the best of it's kind," they're applying the logic of ethos. Pathos is an appeal to one's emotions. It usually entails an ad or any other work creating, or finding, a convincing story that makes the viewer feel guilty or show empathy. For example, a lot of companies like UNICEF advertise young children in poverty in hopes that when you see it, you'll donate to their cause. Logos is using logic to form your argument. Most prominently used are statistics, even if they're made up. For example, if I wanted to convince you to buy my specific mattress, I'd tell you that 75% of other companies sell mattresses that cause back problems. However, the facts used in most arguments using logos are true.