To deliver an effective speech, you must establish your credibility (ethos) and appeal to your listeners’ sense of logic and reason (logos) as well as to their values and beliefs (pathos).

Ethical appeals (ethos)

A speaker’s ethos comes from being informed, trustworthy, and reasonable. When you speak knowledgeably about your subject, you inspire listeners’ confidence.

Logical appeals (logos)

To engage an audience, you appeal to their need for relevant and reliable evidence. When your logic is sound and you clarify your assumptions, you gain their trust.

Emotional appeals (pathos)

To establish common ground with your audience, appeal to their values and beliefs and show respect for their ideas. When you use vivid details and visual evidence, you deepen the interest in the human dimension of your subject.