1. Logos
2. Ethos
3. Pathos

 

Use of appeals based on emotion. Emotional appeals can be persuasive because they often move the audience to respond to the argument despite or in lieu of logical and ethical support.

Example: Right to Life proponents sometimes use photographs of an unborn fetus in the womb to argue that human life should be protected. Pro-Choice proponents sometimes use photographs of wire coat hangers to argue that without legal abortion, women would be subjected to "back-alley-style" abortions.

Appeals based on character. Ethical appeals can be persuasive because they attempt to argue from a foundation of standards of behavior which are often seen as common across broad and diverse cultures.

Example: Many people would argue that dishonest business practices, such as those used by some of the companies involved in the recent accounting scandals, are unethical. At the same time, because ethics are cultural, some people would argue that cheating in school is more accepted today than in the past because the demands on students are so severe that students sometimes have to cheat to keep up academically.

Appeals based on logic and reason. Logical appeals are the most factual, the most convincing, yet the most difficult to craft because they require that the writer conduct the necessary research of the most credible sources in order to present the most logical argument.

Example: The divorce rate in the United States over the past decade has hovered at 50%.

Arguments may take on a variety of structures, including arguments which define, evaluate, make proposals, or show cause. Some arguments use humor or clever sarcasm.

The basic format of written arguments begins with an introduction which orients the reader to the argument. The claim states the thesis of the argument, supported by evidence, which can include historical facts, quotes from authoritative sources, statistics, and anecdotal evidence. The conclusion brings the argument to a logical close by making a specific call for action, such as asking the reader to consider the argument, to believe something professed, or to take some action, among other pleas.