Hubbards nefarious or diabolical use of rhetoric:
ethos (character, credibility, self appointed by hubbard to himself and some appointed to members) - Dr Hubbard, writer, explorers club member, Dr Hubbard, mankinds greatest friend, source, commodore, homo novus, clear, OT, your post in a org is not a job but a crusade, elite of the elite, the top 1% of the population, Sea Org and ranks, org board and so on. (Note: Hubbard gave members ethos!)
pathos (emotions) - science of survival, the chart of human evaluation, OCA personality test, tone scale, love bombing, TR's, well and happy person, wins, success stories, and so on.
logos (logic, reasoned discourse) - DMSMH, def of scientology, formula's 8-8008, 0-8, charts, graphs, FDS, emeter, etc
Hubbard's actual ethos, logos, pathos - madman or messiah, a piece of blue sky, stories told by ex members at ESMB and elsewhere.
Members actual ethos, logos & pathos the same, stories told here and elsewhere.
Affirmation: success stories, floating needle, certs, clapping at a picture of LRH, clapping at events, clapping at a member success story, etc.
Repetition: number of times over equals certainty, repetitive processes, drills, drills & drills, Chinese drills, and so on.
Contagion: lies about members, lies about expansion, success stories, etc
Prestige: ties into ethos above.
Everything is interlinked, the woof and warp.
I only listed what came to mind while posting this, but there are tons more of the ethos, pathos, logos, repetition, affirmation, prestige, contagion found throughout esmb and other blogs that folks have voiced. If you wish to add please do.