terms coined by greek philosopher aristotle to describe the three modes of persuasion: the appeal to authority, the emotional appeal, and the appeal dictated by reasoning
“persuasion is achieved by the speaker’s personal character when the speech was so spoken as to make us think him credible. secondly, persuasion may come through the hearers, when the speech stirs their emotions. thirdly, persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments suitable to the case in question.”

















