Ethos, pathos, and logos are the three main forms of rhetoric according to Aristotle.
Ethos: Ethos is ethics. Ethos is talking about the credibility of the person/company/product/idea, about trustworthiness. Ethos is kind of like your morals in a sense. It is also affected by the reputation, if the person can be trusted.
Pathos: All about emotion. Pathos is the ability to make someone feel a certain way, anger towards someone/something, happy about an idea, etc. But to do this you need to know the ins and outs of pshycology
Logos: Logos is logic. Two types in fact, inductive and deductive enthymeme. With the first, you give them everything they need to come to the conclusion, no real work on their part. The second, you give them some basics and then draw them to the conclusion you want them to have.
source: ethos, pathos, and logos.