Pathos is an appeal to emotion. Ethos is an appeal to credibility. Logos is an appeal to authority. An example of pathos is, "They’ve worked against everything we’ve worked so hard to build, and they don’t care who gets hurt in the process. Make no mistake, they’re the enemy, and they won’t stop until we’re all destroyed." An example of ethos is "Our expertise in roofing contracting is evidenced not only by our 100 years in the business and our staff of qualified technicians, but in the decades of satisfied customers who have come to expect nothing but the best." An example of logos is "Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut."
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