Ethos - Based on prior knowledge, credibility, authority, and respectable. Old look, confidence with word use, dates established.
Pathos - Invokes emotion. Emotional use of language, generates sympathy, conjures one's imagination, does it connect with me emotionally? Type and content need to be well thought out.
Logos - makes a clear statement, logical reasons, factual evidence. Facts evidence or logic? Facts on cover. Strong images can be backed by a strong fact.
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