Rhetoric, simply put, is the study of how language works to persuade. So any writer seeking to make a case, or hold a reader’s attention—which is more or less any writer not in the service of the Democratic People’s Republic of Korea—has something to learn from it.
(Sam Leith, "Other Men's Flowers," The New York Times, 8 Sept. 2012)

"It does help to keep in mind that, as Aristotle wrote, you have three forms of power over the reader: ethos, pathos and logos. That is, roughly: selling yourself, swaying the emotions and advancing your argument. Any sentence you write should be pulling one or more of those levers; the best will do all three. Even apparent decoration works to a purpose—if a phrase is beautiful, funny or memorable, it is doing work on its audience."
(Leith, 2012)

Analyzing logos, ethos, pathos

• Is the line citing facts and making the appeals to reasons that are hallmarks of a logos appeal?
• Does it use pathos to make an emotional connection, perhaps via a story or through carefully chosen language that provokes anger or empathy?
• Does it describe a personal experience or connection that speaks to the author's own authority, or ethos, on the topic?

Strong Leads

• Put a face on the story (whether this is an individual or a representation of a group)
• Establish the setting (the place readers want to see)
• Introduce the conflict (What makes this news?)
• Set the tone (How do you want to be heard? Match your language accordingly.)
• (Cadmin. "Start Strong, End Strong." JEA Curriculum Initiative, 2014.)

What does this lead DO?

• compare
• contrast
• describe
• shock