Editing Inventio (section)

==Modes of persuasion==
Aristotle described three "modes of persuasion," or "appeals."<ref name="Aristotle 1924 1356a">{{cite book|last=Aristotle|title=Rhetoric|year=1924|others=Translated by W. Rhys Roberts|publisher=Dover|location=Mineola, NY|page=1356a}}</ref> The first dealt with the matter of the case (logos), the second dealt with the character of the speaker (ethos), and the third dealt with the emotions of the audience (pathos).<ref>{{cite book|last=Ice|first=Richard|title=Rhetoric in Civic Life|year=2012|publisher=Strata Publishing Inc.|location=State College, Pennsylvania|chapter=5}}</ref> Each mode of persuasion can be inventional, helping an orator create an effective argument.

As Aristotle explains, logos, often referred to as the "logical" appeal, uses the arguments present in the case itself to appeal to the audience's reason. Aristotle writes that logos depends on "the proof, or apparent proof, provided by the words of the speech itself."<ref name="Aristotle 1924 1356a"/> Logos appeals work "when we have proved a truth or an apparent truth by means of the persuasive arguments suitable to the case in question."<ref name="Aristotle 1924 1356a"/>  ''Inventio'' is linked with logos such that it deals with what an author would say as opposed to ''how'' it might be said.<ref>{{cite web|last=Burton|first=Gideon O.|title=Invention|url=http://rhetoric.byu.edu/canons/invention.htm|publisher=Brigham Young University|access-date=13 October 2013}}</ref>

Aristotle defined ethos as an appeal based on a speaker's character within a persuasive act. Later, the Roman rhetorician Cicero expanded this definition to contain elements of character outside a particular rhetorical act.<ref>{{cite book|last=Ice|first=Richard|title=Rhetoric in Civic Life|year=2012|publisher=Strata Publishing Inc.|location=State College, PA|chapter=1&5}}</ref> Most rhetoric scholars today combine the two definitions, understanding ethos to mean character both inside and outside a rhetorical circumstance. Speakers use the mode of ethos when they create an argument based on their own character. When relying on ethos, a speaker uses personal "trustworthiness or credibility" to persuade the audience to believe their specific argument on a particular topic (Ramage 81). For example, if a presidential candidate has a long history of philanthropy, he or she will invent an argument that demonstrates personal good character in order to convince the audience that he or she is the best candidate for office.

Pathos represents an appeal to the audience's emotions.<ref>{{cite book|last=Ice|first=Richard|title=Rhetoric in Civic Life|year=2012|publisher=Strata Publishing Inc.|location=State College, PA|chapter=6}}</ref> This appeal can be achieved by the use of metaphors, storytelling, or general passion. In order to appeal to an audience's emotions during the speech's delivery, the speaker must first take the audience's emotion into account during the early invention phase. For example, if a presidential candidate grew up poor and managed to succeed in life through hard work and education, then the candidate would have to apply that story to the speech-inventing process in order to appeal to the audience's emotions. This storytelling draws upon the common "bootstraps" narrative of American culture, one that often appeals to the emotions of the U.S. electorate.