As you frame arguments, keep in mind Aristotle’s rhetorical categories of logos, ethos, and pathos.
Logos
Logical appeal - using data, facts, and reasoned rationales to build your case.
Ethos
Ethical appeal - elevating the principles that should be applied and the values that must be upheld in making decisions.
Pathos
Emotional appeal - making powerful emotional connections with your audience. For ex, putting forth an inspiring vision.
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