- Ethos: which is your credibility. You words are more influential if your credibility and credentials are apparent to the audience.
- Pathos: which is the emotional appeal. Some examples are loyalty, patriotism, and heroism.
- Logos: which is logic and argument. It uses facts, statistics and other forms of evidence to convince the audience.
A good speaker uses all 3 in various combinations depending on the audience. Obviously speaking to a technical person would use facts, figures, "his language". But speaking to women or decision makers may involve appeals to prestige, ego, pride.