Rhetorical Triangle

• specific cases / anecdotes
• analogies ("Telling a devout Muslim woman to take off her headscarf is like telling a Southern Baptist woman to parade around in nothing but a thong.")
• facts and statistics

Pathos = Emotional Appeal (gives your message force)

• higher emotions: love, justice, empathy, responsibility (demonstrate how your argument arises from these noble feelings)
  
• lower emotions: anger, greed, fear, revenge (avoid these in your argument; if you can show your opponent's argument is driven by these emotions, you can make your argument more convincing)
  

Ethos = Ethical Appeal (establishes you as a trustworthy, informed, well-intentioned writer)

• fairness to all sides (including the "con" side)
• credibility (speaking from personal experience)
• reliable sources (you have heard from specific people with direct experience; you're not relying on what "some people say")
• you respect the opinions of others (you emphasize a solution, rather than complaining about the way things are; you take the high ground, and don't seem threatened by admitting when other people have a good point)