rhetorical triangle

The rhetorical triangle consists of logos, pathos and ethos.  Just as in the case of a triangle if one side is incomplete then the triangle is unfinished. The same is true for a rhetorical triangle if one side is missing then your argument is deficient.

            Pathos plays on the emotions of the audience and the presenters side of the argument. Emotions are a driving force of how people react to the situation. You must know the audience you are talking to. For example, the argument for selling get rich schemes is going to play on your emotions of feeling poor and living pay check to pay check. Then I will show how someone like you made it big buying my product. I feel Pathos is the strongest part of the triangle, the base if you will.

            Ethos is the credibility of the writer or speaker. Both in his stature as a subject matter expert and the way he present himself. If you stumble through your writing or speaking who in the world is going to think you know what you are talking about. If you cannot articulate what you are trying to say you, will not keep the audience's attention.

            Logos is the architect of the triangle. Logos makes the foundation of the message. First, does it make sense that the roof goes on the house, then the walls. No, you build the foundation, then walls, then roof.  Before all of that, you must decide where to build. Of course you need strong ground for support. In other words, can I build the evidence that supports my topic on this issue?