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“I am an optimist,” said Winston Churchill. “It does not seem too much use to be anything else.” Churchill doubtlessly was aware when he spoke those words he was using logos, that part of the rhetorical triangle identified by Aristotle more than 2,000 years ago in his book “The Art of Rhetoric,” an appeal to logic and reason rather than pathos, an appeal to the emotions. He also knew he had the quality of ethos behind him, credibility with his audience as well as their trust.