Slide 2:
Ethos means the degree of credibility or trustworthiness that authors establish with the audience through their writing.
Ethos is one of the three types of persuasion along, with logos and pathos.
Writers can establish credibility (ethos) by demonstrating three characteristics:
intelligence (demonstrating knowledge of the subject),
virtue (demonstrating morality, goodness, principles),
goodwill (demonstrating a concern and respect for the reader as well for all mankind)
Slide 3:
Ethos (Credibility), or ethical appeal, means convincing by the character of the author. We tend to believe people whom we respect. One of the central problems for the writer of argumentation is to project an impression to the reader that the writer is someone worth listening to, in other words making himself or herself as author into an authority on the subject of the paper, as well as someone who is likable and worthy of respect.
It’s unlikely a writer will be convincing if he says “I’m an authority on this subject, so you’d better listen to me.” Rather, the writer must show a “spirit of character” that invites readers to believe.
Slide 4:
Rhetorical features directly relating to ethos:
Anamnesis (an'-am-nee'-sis) from ana “again” andmimneeskein “to put in mind” —calling to mind past matters. Making references to historical events or historical people; allusion
Appealing to authority: Citing experts or authorities to bring credibility to one's argument.
Using maxims or proverbs: The use of a famous saying, precept, or pithy generalization either to open or lend credibility to one's argument.
Aphorism: brief statements embodying moral principles
Concession: conceding strong points opposed to the writer’s argument
Slide 5:
More rhetorical features directly relating to ethos:
Tone or attitude: matching tone to audience and purpose
Diction (word choice): using appropriate level of vocabulary; using jargon the audience can relate to
Grammar: using correct GUMS
First-person point of view: shows an intimacy with the topic
Identification: identifying with the reader, sharing in their pain, confusion; having empathy; establishing common ground
Refutation: presenting or summarizing the opposing viewpoints and providing refutation
Slide 6:
More rhetorical features directly relating to ethos:
Struggling: indicating that the writer has been conflicted about the issue; indicating that the writer has suffered hardship in his or her life; showing examples of courage and strength in the face of adversity
Anecdote: including actual experiences
Credentials: providing a list of credentials