Ethos; character
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.
Logos; word
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.
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