The document discusses three main rhetorical appeals - logos, ethos, and pathos - that are used in persuasive arguments. Logos appeals to logic using facts, data, and reasons. Ethos appeals to credibility and ethics by presenting the author or speaker as reliable. Pathos appeals to emotions using vivid language and examples to evoke an emotional response. The document also lists and explains various persuasive techniques used to influence audiences, such as citing statistics, using emotional words, testimonials, and name calling.