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​Persuasive appeals are convincing arguments an author uses to appeal to the reader's sense of logic, ethics, and emotion. These are used to persuade the reader to take action or agree with the author's point of view. Persuasive appeal is composed of three main components: logos, pathos, and ethos. It is used not only in books and articles, but also in commercials and advertisements for pitching products.​

Logos, pathos, and ethos are further explained in the other tabs.


​Who would you believe? You would most probably believe the financial adviser because he advises people for a living. The teenage boy has no credibility in this subject. The financial adviser used ethos to prove himself right.​

A financial adviser says that buying a certain stock would be a wise investment for your money.

A teenage boys says differently about the same stock. He says it would not be an unwise investment.

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