Appealing to ethos is all about using credibility, either your own as a writer or of your sources, in order to be persuasive. Essentially, ethos is about believability. Will your audience find you believable? What can you do to ensure that they do?
You can establish ethos—or credibility—in two basic ways: you can use or build your own credibility on a topic, or you can use credible sources, which, in turn, builds your credibility as a writer.
Credibility is extremely important in building an argument, so, even if you don’t have a lot of built-in credibility or experience with a topic, it’s important for you to work on your credibility by integrating the credibility of others into your argument.
Aristotle argued that ethos was the most powerful of the modes of persuasion, and while you may disagree, you can’t discount its power. After all, think about the way advertisers use ethos to get us to purchase products. Taylor Swift sells us perfume, and Peyton Manning sells us pizza. But, it’s really their fame and name they are selling.
With the power of ethos in mind, here are some strategies you can use to help build your ethos in your arguments.
- If you have specific experience or education related to your issues, mention it in some way.