Ethos = Ethics and Credibility

The ongoing establishment of a writer’s/speaker’s authority, credibility, and believability as he/she writes.

It appeals to ethics and character. It also seeks to persuade the reader that the speaker can be trusted due to their noble character.

EXAMPLES:

1. Use of credible sources
2. Appropriate tone and language
3. Humility
4. Accurate information

Ethos focuses on the writer’s/speaker’s credibility and trustworthiness. A writer may show ethos through how he/she writes.

For example:

If they take the time to show more than one side of an issue while still explaining why their claims are still correct.

Also, a writer can rely on their character or other reliable sources while claiming ethos.

Fallacies of Ethos:

1. Asking the audience to agree with something based on the character of the author.
2. Using personal authority instead of evidence.
3. Comparing two issues that don’t have the same moral integrity.
4. Arguments attacking a person’s character.
5. Setting up an argument in order to misrepresent a person’s argument.