Depends on what you think... if you think rewards make people more likely to follow the norms of society then it could be because they get something out of it and it is some sort of bribery or motivation, if you think punishments make people more likely to follow the norms of society, it could be because they don't want the punishment and it is threatening.
I think rewarding people for following the norms would work better than punishment for many reasons. The biggest reason being that people never think they will be caught, and therefore they won’t get punished. If they were to be rewarded, they would want to follow the norms so they could get the prize.
The answer is logos. It is the appeal concerning
logical reason, therefore the speaker wants to present an argument that seems
to be comprehensive to the audience. It encompasses the content and point of
view of the speech. Like pathos and ethos the goal is to make a persuasive
outcome.
