Logos, pathos, and ethos are
rhetorical appeals
objective appeals.
personal appeals.
logical appeals

These are the three Rhetorical Appeals. In other words, Aristotle contends that there are three components to the art of persuading: ethos: The rhetor is professed by the audience as trustworthy (or not). pathos: The rhetor efforts to encourage the audience by making them feel definite emotions. Logos is an appeal to logic, and is a means of persuasion by purpose.