Rhetorical Strategies: Logos, Ethos, Pathos, Kairos Logos deals with the “word ” or message of your argument, complete with claims backed Writing Advice, Rhetorical Analysis, Strategies, Sythesis and tagged argument. Introduction. This article deals with logical appeal (logos) (Aristotle) of the MacWorld keynote (iPhone introduction). The discussion includes selected . of “logos,” “ethos,” “pathos,” and “kairos” (all Ancient Greek rhetoric terms) to breakdown the you may conduct your analysis using these terms. Logos ( Greek.