Ethos Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author. Go to an example of an ethos-based site, and our explanation of what it is. Logos Logos is appeal based on logic or reason. Documents distributed by companies or corporations are logos-driven.
Scholarly documents are also often logos-driven.
Go to an example of an logos-based site, and our explanation . Pathos Pathos is appeal based on emotion. Advertisements tend to be pathos-driven. Go to an example of an pathos-based site, and our explanation . This is achieved through the appearance of such things as the titles and the headings.