Persuasion is an argument that calls the reader to change or take action.  When we persuade our parents, family, friends, or peers, we are trying to get them to do or believe something.  The same is true of an argumentative essay.  In order to persuade your audience, proper ethos, pathos, and logos is necessary.

Ethos:  The goal of an ethical appeal is to convince the reader of the author’s personal character, authority, and credibility.  It’s a form of argument to show that the author is qualified to speak on a subject and is worth listening to.

Examples:

Pathos:  The goal of an emotional appeal is to tug at the reader’s heartstrings and make them feel what the author wants them to feel.  It’s a form of argument based on the audience’s fears, desires, imagination, and empathy (pity).

Examples:

• For just ten cents a day you can save these poor starving puppies.
• War story told from the point-of-view of a child.

Logos: The goal of a logical appeal is to tap into the reader’s wisdom and common sense.  It’s a form of argument usually based on facts, figures, percentages, charts, analogies, words and information.

Examples:

• If all of your friends jumped off of a bridge, would you?

Don’t fall for the fallacies!

(from Lucy Calkins and the Art of Argument)