Navigation
Students learn how speakers and writers build trust and authority with their audience.
Why would you trust a doctor's medical advice but ignore the same advice from a random stranger on the street? The difference isn't just the white coat—it's the power of ethos.
Ethos is a Greek word meaning 'character.' In rhetoric, it refers to the speaker's credibility and authority. Aristotle, the philosopher who defined the 'Rhetorical Triangle,' argued that for a message to be persuasive, the audience must first trust the person delivering it. Think of ethos as the foundation of a house; without it, the walls of logic () and the roof of emotion () will eventually collapse. Ethos answers the audience's internal question: 'Why should I listen to you?'
Quick Check
In the context of rhetoric, what does the Greek word 'ethos' translate to?
Answer
Character
Consider two people selling toothpaste: 1. A person in a lab coat says, 'As a dentist with 20 years of experience, I recommend this brand.' 2. A neighbor says, 'I care about our community's health just like you do, and I've found this works best for my family.'
Step 1: Identify the source of ethos. The first uses expertise (20 years as a dentist). The second uses shared values (community and family health).
Quick Check
Which technique is a speaker using when they mention their PhD or their 10 years of work in a specific industry?
Answer
Expertise (or Authority)
Ethos isn't just what you say; it's who you are. Extrinsic Ethos is the reputation a speaker has before they even open their mouth. If a famous athlete speaks about sports, they have high extrinsic ethos. Intrinsic Ethos is the credibility a speaker builds during the presentation through their tone, fairness, and professional delivery. If a speaker is rude or disorganized, they lose intrinsic ethos, even if they are an expert.
A world-renowned environmentalist (High Extrinsic Ethos) gives a speech but arrives late, insults the local town, and uses outdated statistics.
1. The audience initially trusts them because of their reputation. 2. The speaker's Intrinsic Ethos drops because of their behavior. 3. Result: The overall persuasion fails because the 'Character' variable in the equation decreased.
A CEO of a major oil company is speaking to a group of climate activists.
1. The CEO has low extrinsic ethos with this specific audience due to conflicting interests. 2. To build ethos, the CEO must use concession: acknowledging the audience's valid concerns to show fairness. 3. By saying, 'I realize my industry has a history of environmental harm,' the CEO builds intrinsic ethos through honesty, potentially opening the door for a real conversation.
Which of the following is an example of building ethos through expertise?
If a speaker is well-known as a hero before they speak, they have high ______ ethos.
A speaker can have high expertise but still lose ethos if the audience feels the speaker does not share their values.
Review Tomorrow
In 24 hours, try to recall the two main ways a speaker builds trust (Expertise and Shared Values) and think of one example for each.
Practice Activity
Watch a 2-minute commercial or political ad. Identify exactly when the speaker tries to prove they are 'trustworthy' or 'knowledgeable.'