Logos (plural: logoi) is logical appeal or the simulation of it, and the term logic is derived from it. It is normally used to describe facts and figures that support the speaker's claims or thesis. Having a logos appeal also enhances ethos because information makes the speaker look knowledgeable and prepared to his or her audience. However, the data can be confusing and thus confuse the audience. Logos can also be misleading or inaccurate, however meaningful it may seem to the subject at hand. In some cases, inaccurate, falsified, or miscontextualized data can even be used to enact a pathos effect. Such is the case with casualty numbers, which, while not necessarily falsified, may include minor casualties (injuries) that are equated with deaths in the mind of an audience and therefore can evoke the same effect as a death toll.
The above examples of comparison help us realize that in general, writers utilize different kinds of comparisons to link an unfamiliar or a new idea to common and familiar objects. It facilitates readers to comprehend a new idea, which may have been difficult for them to understand otherwise. The understanding of a new idea turns out to be simpler when viewed with a comparison to something that is familiar to them. In addition, by making use of various literary tools for comparison, writers increase their chance of catching the attention and interest of their readers, as comparisons help them identify what they are reading to their lives.