purcom(4)

• Rhetorical Triangle

  message, audience, communicator
• MESSAGE - information, argument, reasons, evidence, date, structure
• AUDIENCE - beliefs, values, knowledge, experience
• COMMUNICATOR - ethos(credibility, authority, correctness, appearance, eloquence)
• PERSUASIVE APPEAL?

  Logos, pathos, ethos
• LOGOS - refers primarily to the internal consistency and clarity of the message and to the logic of its reasons and support
• PATHOS - often associated with "empathy", that is how you can vicariously make your audience feel the way you feel.
• ETHOS - pertains to the way you establish trust to you audience.