1.5: Week 5 - Ethos (Character, Credibility)
Ethos (sometimes called an appeal to ethics), then, is used as a means of convincing an audience via the authority or credibility of the persuader, be it a notable or experienced figure in the field or even a popular celebrity. We determine Ethos by looking at the tone, style and credibility of the speaker, the sources and the publication. We determine it by establishing the authority and credibility of the argument and the arguer. It is an essential element of Aristotle’s model of rhetorical appeals. The word Ethos means “character” or “credibility” or “qualifications.”
- When someone asks, “What right do you have to speak on this issue?” or “What are your qualifications to speak on this matter?” They are asking for character and credibility, or Ethos .
- When you offer credentials, experience, appeals to shared beliefs and values or other appeals to emotion as “support” in an argument, you are using Ethos .
- Proper use of Ethos in an argument will offer appeals to emotions, values and beliefs that: are shared with the readers/audience, do NOT hide or obscure the fact that the argument has little to no logical support, and do not unfairly promote hatred or fear without sufficient cause.
- View the handout: Ethos (Opens in new window)
- View the following video: What is Character (Ethos)? (Opens in new window) , https://www.youtube.com/watch?v=ano2hBbiaiI
- View the following video: Five Ways to Persuade with Character (Ethos) (Opens in new window) , https://www.youtube.com/watch?v=D4c75dYQoFo