In persuasive writing, ethos is the ethical appeal, which is used to convince the reader of the author's character and credibility. Logos is the logical appeal, which convinces readers through the use of reasoning. Pathos is the emotional appeal, which uses the readers' emotions to sway them. Each one can be used individually or in conjunction with one or two of the other techniques in persuasive writing.
Ethos involves credibility on the part of the persuasive writer, either due to a position of authority or expertise. Readers may not accept the argument if the writer is not perceived as credible. When using ethos, the writer should also be consistent in thoughts and actions because most people tend to trust others who behave consistently. Persuasive writers using the ethos technique must know their subject inside-out. This will help them to predict a future that their readers will find credible and to address potential objections before readers have an opportunity to point out any flaws in their argument.
The logos technique presents the material in a logical, sequential manner and backs it up with facts, coherent reasoning and verifiable evidence. Statistics, photographic evidence and first-hand experience confirm the writer's credibility. Also, a writer may use metaphors, similes and analogies to draw comparisons to things that are familiar to the reader.
With the pathos technique, persuasive writers make use of emotional appeals to persuade people to take action. The persuasive writer incites readers' emotions, provokes them or stimulates their curiosity. Persuasive writers can appeal to readers' goals, values or beliefs using keywords such as "pain" or "children" to elicit feelings. Readers may be looking to make connections with the writer or others, or they could be seeking direction, advice or a sense of belonging. Giving readers relief for their emotional needs is as important to persuasive writing as stirring up their emotions.