These specific strategies are discussed in depth throughout the remainder of this page. Derived from the Greek word for “character,” ethos is a rhetorical device that is used to establish the speaker’s credibility or appeal to the audience’s sense of ethical responsibility. Use ethos in the beginning to set up your creditability and to make you. 3. . Rule #2 of communication: All communication is persuasive.

The purpose of this persuasive appeals is to gain the trust of an audience

The act of trying to persuade automatically implies more than one opinion on the subject can be argued.

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Persuasion can be verbal and visual, written, spoken, and imaged.

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A speaker builds credibility with their audience because it allows the speaker to do three essential things: Establish trust and build a relationship with the audience.

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Presenting our ideas emotionally To persuade our audience, we may also appeal to their emotions, whose purpose is to make them “feel sad, angry, guilty, afraid, happy, proud, sympathetic, or nostalgic” (Lucas, 1989). Figure 33. 5. You’ll learn more about each appeal in the discussion below, but the relationship between these three appeals is also often called the rhetorical triangle as shown in Figure 4.

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These specific strategies are discussed in depth throughout the remainder of this page. Latin for ethics, ethos is what you do to prove to your audience that you can be trusted, that you are a credible source of information. .

To argue, in writing, is to advance knowledge and ideas in a positive way.