1. ethos (credibility/authority)
2. logos (logic)
3. pathos (emotion)

Ethos

Ethos means establishing your authority to make your point.

for ex: I want to sell toothpaste, I will say “90% dentists certifies this toothpaste.” So Purchase this.

ethos to build trust

In 1588, Queen Elizabeth I gave her famous “Speech to the Troops at Tilbury” when England faced the threat of a Spanish invasion. As a woman in 16th century England, Elizabeth had no military experience to speak of, but she skillfully employed ethos to build trust with her audience. She addressed the troops as “my loving people”, pointed out how she had always faithfully served her subjects (never acting as a tyrant), and emphasized her courageous character (her willingness to die with the troops if need be): “I know I have the body of a weak, feeble woman; but I have the heart and stomach of a king, and of a king of England too.”

Logos

Logos means using logic to make your argument.

for ex: purchase this toothpaste because it has fluoride inside, flouride will fight help fighting with cavities of your teeth.

Pathos

Pathos means using emotions to make your point.

for ex: purchase this toothpaste because there is your own country’s salt in it.

when using this toothpaste, You should feel proud that there’s own country’s salt, so purchase this toothpaste

note: those type of slogans generate the feeling of pride and happiness.

dreams

Martin Luther King, Jr. used pathos throughout his 1963 “I Have a Dream” speech. At the end of his speech, he employed descriptive language to envision a country where racism was no longer a reality: “I have a dream that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood.”