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Phillip Vu

on 10 September 2014

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Transcript of Ethos

What is Ethos?
Where is the Ethos?
Using Ethos
A person will try to gain your trust through celebrities, their reputation, their knowledge of a subject, or some common ground between them and you. Ethos can also be used with the other two points of the rhetorical triangle: pathos and logos.
Ethos is the credibility of an author or speaker. Such as Mike Tyson or Morgan Freeman, they are famous people and have many fans who would buy products that they advertise just because they are big fans.
"Our expertise in roofing contracting is evidenced
not only by our 100 years in the business and our staff is qualified technicians, but in the decades of satisfied customers who have come to expect nothing
but the best."
"My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."
Where is the Ethos?
Where is the Ethos?
The US President giving the State of the Union address
Where is the Ethos?
A CEO speaking to his or her employees.
What is Ethos?
We are more likely to believe
people who have good character.
We are also more likely to be
persuaded by someone who has
common grounds with us such as
age or language.
Characteristics of Ethos
Ethos is measured around 4 related characteristics: Trustworthiness, Similarity, Authority, and Reputation or Experience
If an audience trusts you, then they
expect that what you are telling them
is true.

Your trustworthiness is measured through
being honest, moral, generous, or benevolent.
Similarity is the common ground or what
you have in common with the audience. Such
as your language, mannerisms, and your overall
style to match your audience.

Some characteristics you may share with your
audience are: age, gender, race, citizenship,
career, or personality.
The greater a person's authority, whether
formal, like the president, or moral, such as
the Dalai Lama, the more likely an audience
will listen and be persuaded.

Some types of authority include: Organizational authority, Political Authority,
Religious authority, Educational authority, or
Elder authority.

Reputation or Experience
Your reputation is what your audience
knows about what you know about the

Your reputation can be determined by
3 factors: Experience with the subject,
skills with the subject, and achievements
within that subject.
Homework Time!!!
Team Members
: Stefani Hall
Tech Guru
: Phillip Vu
Resource Gurus
: Gabby Hernandez, Lexi Johnson
Person Who Did A Little Bit of Everything
: Amber Culbertson,
Random Guy in Our Group
: Gustavo Silva
Hoped you learned something!!!
Full transcript