Ethos
“Rhetoric is a good man speaking
well.” –Quintilian
The Appeal of Ethos
• Ethos is the projected character of a speaker
or writer.
– Extrinsic ethos: a reputation; what degrees they
hold; what job they have; their external expertise
– Intrinsic ethos: the impression created by the text
itself, including language, grammar, tone, style,
etc.
• YOU need to use intrinsic ethos. Sound expert.
Audience matters
• Think about what kind of authority will be
respected by your particular audience?
– An environmentalist speaking at an oil company
convention?
– A Tea Party advocate speaking at a meeting of the
NAACP?
– A freshman addressing the faculty of a large
research university about publishing?
How to establish ethos
• ASK YOURSELF:
• 1. Have I used reasonable arguments? Have I
considered the concerns of my audience or
possible effects on them?
• 2. Have I avoided exaggerating my claims
inappropriately?
• 3. Have I acknowledged other points of view?
Have I done so with respect?
Establishing ethos . . .
• 4. Have I established that I am credible on the
issue?
• 5. Have I provided enough information for my
audience to decide that what I am saying is
credible?
• 6. Have I presented arguments in a manner
than shows I respect my audience?
Don’t forget
• You establish your ethos with your language,
your attention to detail, your appearance,
your speech patterns, your grammar, and your
tone and style.