Aristotle wrote one of the disquisition on Rhetoric. It outlines the three main rhetorical appeals: ethos, logos, and pathos. Ethos refers to what makes a speaker credible. It is established through a variety of factors including status, awareness, and professionalism, celebrity endorsement, research, and so forth. Logos means logic and it has been made through research and other message elements which has been proven to be factual and true. Pathos represents how an audience feel or perceive the message.
The goal of the researchers and partner organization as the ethos is to produce a material in which it would help the promotion of indie films. Logos will serve as the material to be produced. The objective of producing the material is to help the audience which is the pathos to be more aware of indie film.