Rhetoric & Composition

Appeals

ethos: appeal to character or authority   

logos: appeal to logic and reason

pathos: appeal to emotion      

Canons of Rhetoric

Invention
Arrangement
Style
Memory
Delivery

Additional Terms

kairos: opportune moment, the right appeal to the right audience  

decorum: fitting one's speech to the context and audience

doxa: public opinion, commonly held belief       

lexis: style and delivery       

stasis: key point at issue in a debate