1. Emotional appeal targets the emotional content of the message being delivered. The speaker of the message often uses the emotional tone and content of the message 2. The character appeal of the speaker will determine the credibility of the message being delivered by them. Whether or not the receiver of the message will take the context of it seriously or be affected by it will be determined by the character appeal. 3. The logical appeal of a message establishes its credibility. Without the establishing of verifiable and linear details, the logical flow of the message will be disturbed.