Rhetoric

Ethos is an argument that appeals to the audience by emphasizing the speaker's credibility and authority. 

Ethos is shown by a speaker's expertise, experience, sincerity, and shared values. 

It is useful to remember ethos by ethics. 

 If the speaker has a high-ranking position, is an expert in his or her field, or has had life experience relevant to a particular topic, anything the speaker says or does to ensure that the audience knows about and remembers these qualifications is an example of ethos (from litcharts) 

 Logos is an argument that appeals to an audience's sense of logic or reason (from Litcharts). 

Speakers appeal to logos by using clear and specific ideas, examples, facts, data, and statistics. 

It is helpful to remember logos by logic. 

Pathos is an appeal to emotions, values, desires, hopes, fears, and/or prejudices. 

Pathos is an argument that appeals to an audience's emotions. When a speaker tells a personal story, presents an audience with a powerful visual image, or appeals to an audience's sense of duty or purpose in order to influence listeners' emotions in favor of adopting the speaker's point of view, he or she is using pathos . 

Tone, word choice, repetition, connotation, interrogative sentence etc. 

Counterarguments introduce other points of view. 

Concessions admit those perspectives have some merit.

Refutations demonstrate your own argument and deny the validity of all or part of the opposing argument.