Logos

When a speaker uses logos, she appeals to the audience’s reason and intellect. One of the most common ways of doing this is through backing up claims with solid evidence, typically in the form of statistics, scientific studies or historical facts:

And if you doubt that, I just want to give you some statistics. Compared to a high school diploma, just getting a degree from a two-year school, going to a community college and getting an associate’s degree could earn you more than $300,000 over the course of your lifetime.[1]

Thus, when the audience is presented with evidence and statistics that back up the speaker’s point about the importance of education, it makes the speech more believable, and it also makes the speaker seem serious and knowledgeable.

Style of language can also contribute to logos, f...