Write the fairy tale of Cinderella as if you were writing it down for inclusion in a children’s story book. Now, write a formal invitation to the royal ball. Ethos (Ethical Appeal) – Building trust by establishing your credibility and authority (Writer or Tone or Genre) Pathos (Emotional Appeal) – Connecting with your audience through their values and interests (Audience) Logos (Logical Appeal) – Using intelligence with wellconstructed and clearly argued ideas (Context or Purpose).