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'Ethos' is a Greek word meaning "character", that is used to describe the guiding beliefs or fundamental values or ideals that characterize a person, people, corporation, community, society, nation, culture, ideology or movement. In other words 'Ethos' is an ethical or moral argument coming from ethikos meaning moral, moral spirit, the one who posses ethos, showing moral character, expressing moral arguments.

'Pathos' is a Greek word which represents an appeal to the audiences emotions. Emotional appeal can be accomplished by passion in the delivery of a "result" as determined by the receiver/client. In other words, pathos is an emotional argument which, can be said to be what moves people to take the next step, to take action.

'Logos' also a Greek word, refers to any attempt to appeal to the intellect. it is said to be the divine reason in the creation of the world, in other words, the rational principle that governs and develops the universe. Thoughts gathered together in the mind are expressed in words. Therefore, 'Logos', refers to the speaking as well as to the thinking.