what are ethos pathos and logos called

Ethos, pathos, and logos are called the three rhetorical appeals or Aristotle’s three modes of persuasion.

They each describe a different way of persuading an audience:

• Ethos – appeal to the speaker’s credibility or character.
• Pathos – appeal to the audience’s emotions.
• Logos – appeal to logic, reasoning, and evidence.

In many writing and speech guides today, you’ll also see them described as core elements of persuasive communication or persuasive rhetoric.