LOGOS, "word" in Greek, refers to the logical consistency of an anrgument. A writer develops logos by supplying two key ingedients:
Anytime we support a claim to one or more reasons, we create what Aristotle referred to as an enthymeme, or an "incomplete logical structure." To complete the logical structure of the enthymeme, we must recognize one or more unstated assumptions. The classical enthymeme, "Socrates is mortal because he is human" supports the claim "Socrates is mortal" with the reason "because he is human." What unstated assumption does this create?
As such, the writer/speaker must always be conscious of the logic and reasoning of the enthymemes he/she provides the audience. Some questions that the writer/speaker must always consider when attempting to persuade:
The best way to address these questions:
When looking at the Evian page, what "logical appeals" are made? What is the logos of the page?