“Aristotle writes that persuasion is based on three things: the ethos, or personal character of the speaker; the pathos, or getting the audience into the right kind of emotional receptivity; and the logos, or the argument itself, carried out by abbreviated syllogisms, or something like deductive syllogisms, and by the use of example.”
Source : Randal Marlin (2013). “Propaganda and the Ethics of Persuasion - Second Edition”, p.39, Broadview Press
