Message

Information, Argument

Reason, Evidence, Data, Structure

Audience
Belief, Values

Knowledge, Experience

Communication
Ethos (Credibility, Authority

Correctness, Appearance, Eloquence)

“Appeal to logic or reason”
-It refers to the internal
consistency and clarity of the
message and to the logic of
its reason and support

“Appeal to emotion”
-It is often associated with
“empathy”, that is, how you
can vicariously make your
audience feel the way you feel
“Appeal to credibility”

-It pertains to the way you

establish trust in your
audience-how you portray
yourself as an authority and
expert on the subject matter
and convey your reputation
for honesty and expertise.

-It is conveyed through the

tone and style of the message