1. Rhetoric
The art of effective or persuasive speaking or writing, especially the use of figures of speech and other compositional techniques

2. Why study Rhetoric?
The ultimate objective: to show why a text was effective or persuasive.
By studying texts closely, we can learn how writers and speakers sway others and how we can be more persuasive ourselves.
Any time you are asked to analyze a nonfiction text, you are most likely writing a rhetorical analysis.

3. Ethos- Writer/Speaker’s Reputation
Ethos (Greek for 'character') refers to the trustworthiness or credibility of the writer or speaker. Ethos is often conveyed through tone and style of the message. It can also be affected by the writer's reputation - his or her expertise in the field, integrity, and so forth.
Ethos- Writer/Speaker’s Reputation
Pathos- Emotion of the Audience
Logos- Logic of the Information
Pathos (Greek for 'suffering' or 'experience') is often associated with emotional appeal, and the audience's sympathies and imagination. This causes an audience not just to respond emotionally but to identify with the writer's point of view--to feel what the writer feels.
Logos (Greek for 'word’) refers to the internal message--the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence.