An excellent article that details ethos (appeal to credibility & authority), logos (appeal to logic), and pathos (appeal to emotion).
From the article preface:
“Most people are able to drive a car without fully understanding how the car operates. Making an argument is the same way. Most of us attempt to persuade people every day without understanding how persuasion works. Learning how a strong argument is crafted empowers us to better communicate and persuade others to understand our viewpoints.”