Based on ethical character. They positioned by good will, gain audience's trust
Ex. testimonials, endorsements, seals of approval.
Pathos; suffering, emotion
Based on emotion plea. Consider what the audience needs, desires, fear. Uses lots of sensory details.
Ex. awareness campaigns, "poster child", sex sells.
Based on logic or reasons. Present in a reasonable sound manner.
Ex. facts, labels, reasonable
By understanding the viewers mental process, you can cater to those to effect the outcome of the viewers experience.