what is ethos?
ethos can be viewed as an image, charisma or qualities of greater depth and substance. it ties more directly to our character, which our audience judges according to the culture in which we are communicating.
3 types of persuasive appeals under Ethos:
1. Logos
-logic of an argument
2. Pathos
-appeal based on the use of emotions
3. Ethos (most important)
-an appeal based on the perceived character of the sender of the message
- is the person trustworthy, confident, believable, knowledgeable
Connecting Ethos to audience motivation
Power Type Source of Persuasion
a. coercive ---- the prospect of being punish
b. reward ----- prospective benefits or rewards
c. legitimate ---- recognized position or title
d. referent ------ personal attractiveness or charisma
e. expert ------- expertise of the speaker
f. information ------ possessor of needed information
g. connection ------ interpersonal relationships, linkages
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