1. Persuasive Appeals: Ethos

2. Ethos One of the three modes of persuasion (logos, ethos, pathos)
Refers to the speaker’s character
Trustworthiness
Credibility
Expert testimony
Reliable sources
Fairness

3. Ways to Develop Ethos Author’s profession / background
Author’s publication
Appearing sincere, fair minded, knowledgeable
Conceding to opposition where appropriate

4. Ways to Develop Ethos Morally / ethically likeable
Appropriate language for audience and subject
Appropriate vocabulary
Correct grammar
Professional format

5. Effect on Audience
Helps reader to see the author as reliable, trustworthy, competent, and credible.
The reader might respect the author or his/her views.

6. Grammatical Person First Person (“I” and “We”) CONS PROS
sometimes leads to writing in second person (giving orders)
create an ego-centered voice that excludes audience
“we” excludes those who don’t/can’t include themselves in the group designated by the author
PROS
Seems honest
take responsibility for position
readers identify more with the author
“ we” creates a cozy intimacy with the audience

7. Grammatical Person Second Person (“You”); mostly used in advertising
giving directions (somewhat problematic)
assumes a position of authority
Third Person (“He,” “She,” “It,” and “They”)
presumed objectivity
relationship between writer/reader less important

8. How to Talk About It
Through his use of scientific terminology, the author builds his ethos by demonstrating expertise.
 The author’s ethos is effectively developed as readers see that he is sympathetic to the struggles minorities face.
The author appeals to ethos through his use of scientific jargon.

9. Example Website
Acme Gizmotronics, the company that you've trusted for over 100 years, has recently entered the World Wide Web! Now you can purchase our fine products through the internet. Our quality gizmos, widgets, and thingamabobs can be shipped to you within minutes. All come with the famous lifetime guarantee that makes Acme the company that the world depends on for its gizmo needs. Our spokesperson, Mr. Coyote says "I'm not really a coyote, but I play one on TV. I've used Acme products for years. Their slingshots, rocket launchers, crowbars, pogo sticks, and power pills are the best around. And don't forget their high-powered dynamite! I buy everything from Acme. They are the company that I trust the most." ACME is currently supporting research into a form of clean, ultra-efficient, cesium-based power that promises to usher in a new period of cheap, globally available power. Based on a small island off the coast of Costa Rica, ACME Technology Research is one of our most significant divisions. Interested in learning more about ACME? We thought you might be.

10. “Against the Spanish Armada”
Why is it important for Elizabeth to establish herself as “king?” Keep in mind that she is unmarried.
In what grammatical person does Queen Elizabeth speak? What effect does this have?
How many times does she refer to herself and why?
Why does she call herself a “feeble woman?” Why would she juxtapose this statement with Europe’s “princes?”
What verbs does Queen Elizabeth attach to herself and her name?
Is there any aspect of her word choice that would be more stirring for a military audience than a civilian one?

11. Sample Analytical Paragraph
In the passage, Elizabeth refers to herself no less than thirty times. In each instance, Elizabeth connects herself to active verbs which emphasize her dynamic and powerful status: I have, I know, I think foul scorn, I will take up arms. This repetition of her autonomous identity is a powerful way of reminding her troops that she is, in fact, their queen and military leader. By demonstrating her own personal power, Elizabeth shows that she is just as capable as “any prince of Europe” in defending her lands and people, and the repetition of that idea in the verbs she has carefully chosen to describe herself is able to connect her power as a person (and as a “kingly” woman) with her power as a queen.