Readers are rational, emotional, and spiritual beings.
Logical appeals rely on evidence, such as research data or examples.
Use reason to convince a skeptical reader of the truth or validity of your argument. Use reason to ask someone to take a new view of a situation. Emotional appeals attempt to arouse the feelings of the reader. Daniel Goleman, Author of Emotional Intelligence, says that such appeals rely on tapping the energy associated with basic feelings of fear, enjoyment, anger, surprise, or disgust. Emotional appeals are most effective when the reader can be expected to agree with your argument and you want the reader to act.