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).
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.