Logos, Ethos and Pathos

Three appeals of a document or text—for example, a political speech, a Web page, a novel, etc.—first articulated by Aristotle.

Logos is the appeal to reason, based especially on the text itself and the evidence it provides
Ethos is the appeal based on the character of the speaker or writer. Ethos calls upon the prior reputation of the speaker/writer, or can be an implied image created in the text itself.
Pathos is the appeal based on the audience as implied by the text, especially as defined by their emotions or sense of identity. In essence, a document creates its readers.