Forms of appeal

George W. Bush mostly relies on ethos and pathos when communicating his message to the audience, while logos is less prominent. 

Ethos

Bush appeals to his authority as President, to human values, to international common values, and the American spirit as he attempts to bring hope and trust to the audience. For example, he assures the audience that he, as President, has given a proper response to the attacks:“Immediately following the first attack, I implemented our government’s emergency response plans.” (ll. 27-28)

Furthermore, Bush borrows ethos by mentioning the world leaders who offered their support after the attacks (ll. 48-50) and America’s alliance with other countries who share its values of world peace and security: “America and our friends and allies join with all those who want peace and security in the world, and we stand together to win the war against terrorism.” (ll. 50-52). In mentioning this alliance, the speaker also lets the audience know that America does not stand alone in the fight against terrorism, which also makes them more co...