"Aristotle writes that persuasion is based on three things: the ethos, or personal character of the speaker; the pathos, or getting the audience into the right kind of emotional receptivity; and the logos, or the argument itself, carried out by abbreviated syllogisms, or something like deductive syllogisms, and by the use of example."
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Randal Marlin in: Propaganda and the Ethics of Persuasion, Broadview Press, 2 August 2002, p. 47
https://en.wikiquote.org/wiki/Syllogism
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