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Rhetoric is the art of communication based in Greek antiquity, of oral and written communication, usually associated with persuasion and/or argument.
- ethos: an appeal to character, credibility or authority
- pathos: an appeal to emotion or identity
- logos: an appeal to logic
While Aristotle (and, in fact, most rational folks) use logos, in fact all three can be effective at persuasion. It should also be noted that logical fallacies can be employed effectively in a persuasive piece or argument, as long as the opposition does not "catch" it.
- Thank You for Arguing: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion by Jay Heinrichs