list 2

• Persona: the character or personality of the speaker/author that the audience perceives behind the text
• Ethos: Appeals to the audience’s trust: good character, good will, good sense
• Exigence: The problem or concern that motivates a speaker or writer to communicate
• Kairos: The timeliness of a persuasive speech or text
• Indignant: (adjective) Angry because of an injustice, noun form is indignation