Three forms

Most presentations take one of three forms, as illustrated by Aristotle's "Appeals":

• Ethos - the purpose is to inform or instruct, as one would as an instructional course leader, and is based on thought processes.
• Logos - the purpose is to persuade or motivate to action, as would a politician, clergyman or salesman, and is based on behavior modification.
• Pathos - the purpose is to inspire, entertain or otherwise elicit feelings and emotions, as would a motivational speaker or stand-up comic, and is based on changing attitudes.