LOGOS, "word" in Greek, refers to the logical consistency of an anrgument. A writer develops logos by supplying two key ingedients:

• A Claim
• A Reason

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:

• What is the rhetorical context? Who is my audience and what do they think logical?
• How can I use this context and these expectations to present myself effectively ?
• How can I make an argument that is internally consistent and logical?
• How can I find the best reasons and support them with the best evidence?

The best way to address these questions:

• Have a Clear and Consistent Claim--Alwyas make it apparent and understandable to your audience what you are arguing.
• Provide Logical Reasons--Always make sure that the unstated assumptions you create are not fallacious.
• Use Effective Evidence--Always make sure that the evidence you provide adeequately supports both the stated reason and the unstated assumption.

When looking at the Evian page, what "logical appeals" are made? What is the logos of the page?