Aristotle's classical rules for effective advocacy use the framework of logos, ethos, and pathos. Logos is the persuasive force of the reasoning and facts, ethos is the personal credibility of the advocate, and pathos is the emotional appeal of the argument. Citations usually focus on logos and overlook ethos and pathos.
David S. Coale,
3 J. App. Prac. & Process 733
Available at: http://lawrepository.ualr.edu/appellatepracticeprocess/vol3/iss2/20