Logos
Logos, from the Greek word for “word,” focuses on the quality of the message, especially on the consistency, clarity, and logic of the message, sometimes referred to as “logical appeal.”(Ramage, Bean, Johnson, 2019, p. 20)
Ethos
Ethos, from the Greek word for “character,” focuses on the character of the author of the message being communicated to the intended audience. It may be conveyed through their investment into the claims they make, supposed fairness granted to alternative views, tone of message, and professional appearance to name a few. It may also function as the credibility of the author.(Ramage, Bean, Johnson, 2019, p. 20)
Pathos
Pathos, from the Greek word for “suffering” or “experience,” focuses on the values and beliefs of the audience, most often achieved through emotional appeal. It focuses on the feelings of the audience and asks for their sympathy from the authors point of view.(Ramage, Bean, Johnson, 2019, p. 20)
Kairos
Kairos, from the Greek word for “right time,” “season,” or “opportunity”, focuses on the timing of the message to be persuasive.(Ramage, Bean, Johnson, 2019, p. 21)