A man for our times
Aristotle says that three elements are necessary for a successful argument: ethos, pathos and logos. Ethos refers to the character of the one who speaks or writes. Is he credible? Do we regard her as a good person, someone whose experiences inspire curiosity or trust?
Pathos refers to the audience. Is it ready to be moved, emotionally engaged, and living in circumstances that the speaker can understand and address? And logos is about the content of the discourse. Is the message informative and substantial? Can it move people?