PERSUASIVE APPEALS ETHOS Ethos One of the three

PERSUASIVE APPEALS: ETHOS

Ethos • One of the three modes of persuasion (logos, ethos, pathos) • Refers to the speaker’s character • Trustworthiness • Credibility • Expert testimony • Reliable sources • Fairness

Ways to Develop Ethos • Author’s profession / background • Author’s publication • Appearing sincere, fair minded, knowledgeable • Conceding to opposition where appropriate

Ways to Develop Ethos • Morally / ethically likeable • Appropriate language for audience and subject • Appropriate vocabulary • Correct grammar • Professional format

Effect on Audience • Helps reader to see the author as reliable, trustworthy, competent, and credible. • The reader might respect the author or his/her views.

Example Website • Acme Gizmotronics, the company that you've trusted for over 100 years, has recently entered the World Wide Web! Now you can purchase our fine products through the internet. Our quality gizmos, widgets, and thingamabobs can be shipped to you within minutes. All come with the famous lifetime guarantee that makes Acme the company that the world depends on for its gizmo needs. Our spokesperson, Mr. Coyote says "I'm not really a coyote, but I play one on TV. I've used Acme products for years. Their slingshots, rocket launchers, crowbars, pogo sticks, and power pills are the best around. And don't forget their high-powered dynamite! I buy everything from Acme. They are the company that I trust the most. " ACME is currently supporting research into a form of clean, ultra-efficient, cesium-based power that promises to usher in a new period of cheap, globally available power. Based on a small island off the coast of Costa Rica, ACME Technology Research is one of our most significant divisions. Interested in learning more about ACME? We thought you might be.

Grammatical Person • First Person (“I” and “We”) PROS –Seems honest –take responsibility for position –readers identify more with the author –“ we” creates a cozy intimacy with the audience CONS –sometimes leads to writing in second person (giving orders) –create an ego-centered voice that excludes audience –“we” excludes those who don’t/can’t include themselves in the group designated by the author

Grammatical Person • Second Person (“You”); mostly used in advertising • giving directions (somewhat problematic) • assumes a position of authority • Third Person (“He, ” “She, ” “It, ” and “They”) • presumed objectivity • relationship between writer/reader less important

How to Talk About It • Through his use of scientific terminology, the author builds his ethos by demonstrating expertise. • The author’s ethos is effectively developed as readers see that he is sympathetic to the struggles minorities face. • The author appeals to ethos through his use of scientific jargon.