Rhetoric is the way of finding the most effective means of persuasion. The appeals are an important factor in his definition.

Means of proof (pisteis) or appeals are needed to persuade an audience. Three classical appeals exist:   logos,    pathos,  and ethos.

Logos:objective, rational and logical appeals are often felt to be the best way to win an argument.

Thus, one wins by systematically proving one's points. Often times giving statistics can make one's argument or speech seem more objective. Using such strategies as "compare and contrast" and "cause and effect" will demonstrate logos to the audience.

With the rise of science and Enlightenment Rhetoric, logos would become more valued.

Telling a descriptive narrative can move the audience to "see and feel" what one is saying. Opening up with joke is a popular way to use pathos.

Sport' s figures, like Michael Jordan, have a powerful ethos and are able to sell many products.

During presidential elections, it is difficult to beat the ethos of a president. Usually Presidents who run for reelections win because of their strong ethos. Quoting a famous politician or biblical person is one way to use ethos indirectly. A speaker must match to the ethos of the audience. Thus, currently presidential candidates are sensitive to issues that concern the aging population.

Cicero and later Quintilian felt that a good speaker must be a good man.

Thus only through interdependence of the appeals can a speech or essay be effective.