The speech President Kennedy's Report to the American People uses logos, ethos, and pathos, which are:
forms of persuasion first presented by Aristotle.
Ethos is an appeal to ethics. Its efficacy depends directly on the credibility of the speaker. The listener will tend to trust this sort of argument when it's given by a specialist on the subject or, at least, some sort of role model.
Pathos, on the other hand, is an emotional argument. It targets shared feelings and cultural values with the goal of having the listener relate to what is being said.
Logos is a logical argument. Its credibility relies on structure and evidence, as well as coherence. The speaker must be able to walk the listener through the logical path to the conclusion they must reach.
