[1] Together with those three modes of persuasion, there is also a fourth term, kairos (Ancient Greek: καιρός), which is related to the “moment” that the speech is going to be held.
[3] Another aspect defended by Aristotle is that a speaker must have wisdom, virtue, and goodwill so he can better persuade his audience, also known as Ethos, Pathos, and Logos.
Aristotle acknowledged that the union between the speaker’s appearance, his reputation, and his ability to give the speech all add up to the meaning of Ethos.
Pathos may also include appeals to audience imagination and hopes, done when the speaker paints a scenario of positive future results of following the course of action proposed.
Aristotle connected this skill with virtues like courage, wisdom, and generosity as ways that the speaker or any other person can use to appeal to his/her or their audience's emotions.
[7] In some cases, downplaying the ethos can be done while emphasizing pathos, for example as William Jennings Bryan did in his Cross of Gold speech: I would be presumptuous, indeed, to present myself against the distinguished gentlemen to whom you have listened if this were but a measuring of ability; but this is not a contest among persons.
[6]: 38–39 Logos is also related to the rational appeal that speakers use to persuade their audience through the usage of patterns, such as facts, statistics, and data, also known as informational processing.
Those might present at least one of the aspects of persuasion: logos, with numbers, pathos, emotional appeal, ethos, with the authority of an entity, and Kairos, in the right time or with some relation with them.