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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.

There are three rhetorical appeals in classical rhetoric:[1][2]

  • ethos: an appeal to character, credibility or authority
  • pathos: an appeal to emotion or identitiy
  • 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.

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