ˈæɹɪstˌɑːɾəlz ɹˈɛɾɚɹˌɪk pɹəpˈoʊzᵻz ðˌæɾə spˈiːkɚ kæn jˈuːz θɹˈiː bˈeɪsɪk kˈaɪndz ʌv ɐpˈiːlz tə pɚswˈeɪd hɪz ˈɔːdiəns: ˈiːθoʊz ɐn ɐpˈiːl tə ðə spˈiːkɚz kˈæɹɪktɚ, pˈeɪθɑːs ɐn ɐpˈiːl tə ðɪ ˈɔːdiənsᵻz ɪmˈoʊʃən, ænd lˈoʊɡoʊz ɐn ɐpˈiːl tə lˈɑːdʒɪkəl ɹˈiːzənɪŋ.
Aristotle's Rhetoric proposes that a speaker can use three basic kinds of appeals to persuade his audience: ethos (an appeal to the speaker's character), pathos (an appeal to the audience's emotion), and logos (an appeal to logical reasoning).