Ethos
According to Aristotle, ethos is an appeal to the audience which favorably stresses the rhetor's character or morals (B,H 171). The chief concern of an ethical appeal is establishing the speaker's authority and credibility. This can be done in a variety of ways, however, the most important qualities for a speaker to possess in this respect are knowledge and intelligence. Ethos is also concerned with developing a relationship between the rhetor and his audience. The rhetor must be able to put himself in his audience's shoes in order to be effective. His arguments must be fitting to the audience and he must assume an appropriate attitude toward them. The rhetor's persona also plays an important role in establishing his ethos. An audience judges a speaker on the way he presents himself through dress, gestures, and delivery. With regard to politicians, there are special things to consider in terms of ethos. The main thing to keep in mind is that they seldom write their own speeches. Therefore, when analyzing a politician's ethos it is somehwat difficult to discern how they themselves are establishing credibility and how their advisors and speech writers are helping them to establish credibility. Persona, however, is still an important element in establishing ethos with regard to politicians.
Key Concerns Behind Establishing Ethos
- Credibility: Authority on the subject.
- Relationship with Audience: Attitude toward audience
- Persona: Dress, voice, gestures, hair style, stance, delivery, etc.
How does this relate to Bush's Outline of Iraqi Threat?
CLICK HERE TO SEE HOW BUSH USES ETHOS
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