Finally, pathos, or emotional proof, concerns how the speaker stirs up particular emotions within the audience. These emotions may be set off in pairs and include anger vs. mildness, love or friendship vs. hatred, fear vs. confidence, shame vs. shamelessness, indignation vs. pity, and admiration vs. envy. The arrangement of the speech must not be too complicated. The introduction should tell the purpose of the speech, capture the audience's attention, and establish the speaker's credibility. The conclusion should remind the audience about the speaker's main ideas and leave them favorably disposed toward them.
Style concerns how language is used in the speech.
In general, audiences can learn more quickly through the use of metaphors, as opposed to the strict use of literal or unadorned language. Delivery concerns the presentation of the speech. At a second level, delivery concerns the pitch, volume, speed, and smoothness of the speech as well as nonverbal delivery elements such as eye contact, gestures, and body posture. Another angle on persuasion, other than that found in NeoAristotelian analysis, comes from Kenneth Burke. Burke, in his description of dramatism, says that identification is crucial in persuading an audience.