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Some of Aristotle's most potent work surrounds; Ethos, Pathos and Logos. Ethos, pertaining to an appeal to ethics, is used as a means of convincing an audience via the authority or credibility of the persuader, such as a celebrity. Pathos appealing to emotion, is a way of convincing an audience of an argument by creating an emotional response to a convincing story. Logos pertaining to logic is a way of persuading an audience with reason, using facts and figures.