Ethos, Pathos and Logos

Ethos - based on the character or reputation of the speaker

An example of an Ethos web site: Http://www.johnkerry.com
The website relies on the author (John Kerry) to make an appeal to the audience. Endorsements are also listed to give the author a favorable reputation.

Logos - Appeal is based on logic or reason

An example of a Logos web site: Http://www.nasa.com
The website relies on facts to appeal to its audience.

Pathos - Appeal is based on emotion

An example of a Pathos web site: http://www.peta.com
The Peta website relies on images and stories to appeal to human emotion. The appeal then enduces action and therefore the pathos approach becomes successful.