Ethos

appeals to the emotions of the audience and elicits feelings that already reside in them.

the appeal to logic

appeal to the character or appeal to credibility.

the are of speaking and writing.

If my years as a Marine taught me anything, it's that caution is the best policy in this sort of situation.

The data is perfectly clear: this investment has consistently turned a profit year-over-year, even in spite of market declines in other areas.

It's a matter of common sense that people deserve to be treated equally. The Constitution calls it 'self-evident.' Why, then, should I have been denied a seat because of my disability?

Doctors all over the world recommend this type of treatment.