rhetorical techniques used to persuade an audience by emphasizing what they find most important or compelling; The three major appeals are ethos (Greek for character and used to demonstrate credibility and trustworthiness), logos (Greek for embodied thought and used when offering clear, rational ideas through specific details, examples, facts, statistics), and pathos (Greek for suffering, used to emotionally motivate the audience based on the audience’s values, desires, hopes, fears, prejudices, etc).