1. Ethos “Rhetoric is a good man speaking well.” –Quintilian

2. The Appeal of Ethos Ethos is the projected character of a speaker or writer. – Extrinsic ethos: a reputation; what degrees they hold; what job they have; their external expertise – Intrinsic ethos: the impression created by the text itself, including language, grammar, tone, style, etc. YOU need to use intrinsic ethos. Sound expert.

3. Audience matters Think about what kind of authority will be respected by your particular audience? – An environmentalist speaking at an oil company convention? – A Tea Party advocate speaking at a meeting of the NAACP? – A freshman addressing the faculty of a large research university about publishing?

4. How to establish ethos ASK YOURSELF: 1. Have I used reasonable arguments? Have I considered the concerns of my audience or possible effects on them? 2. Have I avoided exaggerating my claims inappropriately? 3. Have I acknowledged other points of view? Have I done so with respect?

5. Establishing ethos... 4. Have I established that I am credible on the issue? 5. Have I provided enough information for my audience to decide that what I am saying is credible? 6. Have I presented arguments in a manner than shows I respect my audience?

6. Don’t forget You establish your ethos with your language, your attention to detail, your appearance, your speech patterns, your grammar, and your tone and style.