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Rhetoric of Aristotle Ethos, Pathos, Logos Ethos Power that comes form the credibility of the speaker -good sense: intellectual knowledge about material they are presenting -good moral character: honest and trustworthy -goodwill: social: speaker represents and cares about the listeners Logos *logical or rational appeal of the message itself, including its content, structure, and style *the power of the message itself, contributes to the effectiveness of persuasion Pathos *emotional appea...