Pathos is first established with the reader by initiating more of a conversation with the audience so they feel more involved. They ask the readers questions to make them curious and make them feel more engaged in the discussion. To help the reader a little, they focus on solutions instead of just problems. I thought this to be unique, interesting, and inspiring.
McDonough and Braungart explain tests they did during their research, which introduces logos. By discussing retention rates and testible effectiveness of their ideas, they convince the reader of the attainability of their solutions.
They make themselves credible sources of information by defining their absolute involvment in the designing and testing of buildings and products. Their trustworthiness, as well as credibility, is established by engaging the reader in personal stories in regards to their arguement.
You are right. Pathos is definitely established through the conversational tone the writing takes on.
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