Rhetoric is the art of effective communication and persuasion. Since ancient Greece, speakers and writers have used three main appeals to persuade their audiences.

Ethos establishes the speaker's credibility. A doctor discussing medicine has built-in ethos through expertise. Writers build ethos by demonstrating knowledge, fairness, and good character.

Pathos appeals to emotions — empathy, fear, pride, anger, or hope. Storytelling and vivid language create emotional connections. However, relying only on pathos without evidence weakens an argument.

Logos uses logic, data, and evidence. Statistics, research studies, and logical reasoning build a case that is hard to refute. The strongest arguments combine all three appeals.

Effective argumentation also addresses counterclaims. Acknowledging and rebutting opposing viewpoints shows fairness and strengthens your position.