Brand: Pathos
The Greek rhetorical concepts of pathos, logos, and ethos are essential elements of persuasive communication. Pathos refers to emotional appeal, which involves connecting with the audience's feelings and values to create a response. Logos, on the other hand, relies on logical argumentation and appeals to intellectual appeal. Ethos is the credibility and ethics of the speaker or writer, which includes building trust and authority with the audience through personal character, experience, and expertise. All three of these concepts must be balanced and used effectively for successful persuasion.