Ethos

Learning Objective

  • Describe appeals to ethos
  • Differentiate between types of rhetorical appeals

Appeals to Ethos

Key Takeaway: Ethos

Ethos refers to the character and credibility of a person, community, or group. As a rhetorical appeal, ethos establishes trust and authority.

As a reader or viewer, you should be aware of how ethos is used to enhance persuasiveness. As a writer, you can use strong ethos appeals to build credibility in your work. Effective speakers and writers make their audience feel confident in their knowledge, presenting themselves as informed, insightful, and genuinely interested in their topic.

When evaluating an appeal to ethos, consider how well a speaker or writer establishes credibility. Ask: What makes the author seem trustworthy or knowledgeable? What elements of the speech or text strengthen or weaken their authority?

Evaluating Ethos

When evaluating ethos, consider how the author establishes credibility through their background, use of evidence, and acknowledgment of opposing viewpoints.

Author’s Background

The first and most obvious marker of ethos is the author’s background. Ask yourself whether the writer’s education or experience provides credibility to speak or write about this issue. Will the audience be persuaded that this individual has authority in this area? Evaluating an appeal to ethos should not stop there, however.

Evidence and Sources

You should also consider the evidence and sources used by the author. Investigate whether the writer or speaker has cited sources or provided opportunities for the audience to access further information on the issue. Does the writer provide complete and accurate information about the issue? Does the writer use the evidence fairly? Does he or she avoid selective use of evidence or other types of manipulation of data? Fair incorporation of credible evidence from authoritative, accessible sources builds ethos.

Acknowledgment of Opposition and Complexity

Finally, consider the author’s willingness to examine the scope and depth of the issue, including arguments that may oppose the author’s position. Does the writer demonstrate familiarity with different opinions and perspectives? Does the writer speak respectfully about people who may have different opinions and perspectives? Does the writer use unbiased language? Does the writer accurately convey the positions of people with whom he or she disagrees? Does the writer avoid oversimplification? Full, even-handed treatment of topics is a marker of ethos.

Manipulative Appeals to Ethos

In an ideal world, all individuals would consistently tell the truth, ensuring the credibility of speakers and authors. However, this is not always the case.

Example: Misuse of Ethos

For example, in 2024, Alexander Smirnov, a former FBI informant, was indicted for fabricating a bribery scheme involving President Joe Biden and his son, Hunter Biden. Smirnov falsely claimed that executives from the Ukrainian energy company Burisma had paid the Bidens $5 million each, leading to significant political controversy before his deception was uncovered.[1]

Establishing Ethos

Establishing ethos in writing means building credibility—either your own or through reliable sources—to make your argument persuasive. Will your audience find you believable? You can strengthen your ethos by demonstrating expertise on a topic or by incorporating credible sources, which reinforces your reliability as a writer.

strategies for building ethos

Here are strategies to strengthen the credibility of your arguments:

  • If you have specific experience or education related to your issues, mention it in some way.
  • If you don’t have specific experience or education related to your issue, make sure you find sources from authors who do. When you integrate that source information, it’s best if you can address the credibility of your sources. When you have credible sources, you want to let your audience know about them. Introduce your sources with signal phrases that highlight their authority, such as, “Harvard Distinguished Professor of Philosophy Joseph Menson notes” or “According to a study by the University of Berkeley’s School of Economics.”  Highlight any other factors about the source that might accentuate credibility, such as the nature, length, or size of research studies.
  • Use a reasoned tone that is appropriate to your writing situation and will make you sound credible as a writer. Controversial issues can often bring out some extreme emotions in us when we write, but we have to avoid sounding extreme, especially in academic arguments. You may not convince everyone to agree with you, but you at least need your audience to listen to what you have to say.
  • Avoid logical fallacies that misuse ethos appeals, such as ad hominem, false authority, guilt by association, poisoning the well, transfer fallacy, name-calling, plain folk, and testimonial.

Kairos and Ethos

You can also use kairos as a strategy for building ethos. You’ll recall that kairos refers to a favorable moment for action. Most issues have energy or agency within certain time frames. Think about Martin Luther King, Junior’s “I Have a Dream” speech. It was the right speech for the right time. Choosing to write about an issue that has current energy and interest contributes to your ethos by presenting you as an engaged, aware writer who is willing to tackle important issues in critical times.

Summarizing Rhetorical Appeals

Rhetorical appeals are powerful tools of persuasion for writers and speakers. Now that you have learned to recognize, evaluate, and establish those appeals, apply them to your own college work and keep these basic principles in mind:

  1. Understand that appeals to logos are contextual and must be sufficient, typical, accurate, and relevant to be valid in an argument. Also, be aware that facts and data can be easily manipulated and misused.
  2. Be aware of appeals to pathos as both reader and writer. As a reader, be aware of how a piece works to connect through emotions, attitudes, values, and/or beliefs rather than through logos and ethos. As a writer, be careful not to overly rely on appeals to emotion.
  3. Establish ethos appeals by highlighting relevant education and experience, acknowledging opposition and complexity, and avoiding manipulative appeals.

Watch It

Watch this video to see one student share an analysis of ethos, pathos, and logos in an article he read for class.

You can view the transcript for “Analyze This: Modes of Persuasion” here (opens in new window).

Try It

  1. Associated Press. (2024, February 15). FBI informant charged with lying about Biden and Burisma dealings. AP News. https://apnews.com/article/62a3b7acce0345303f812ca6d0206b10 ↵