Ethical appeal

Definition

Ethical appeal, or ethos, is a persuasive technique that aims to convince an audience of the credibility and character of the speaker or writer. This strategy focuses on establishing trust and moral authority, which encourages the audience to align with the communicator's viewpoint. Ethical appeal is crucial in persuasive communication as it not only supports arguments but also fosters a connection between the speaker and the audience, making the message more impactful.

5 Must Know Facts For Your Next Test

1. Ethical appeal relies heavily on the speaker's credibility, experience, and knowledge on the subject matter to persuade the audience.
2. A strong ethical appeal can enhance other persuasive techniques like pathos and logos by providing a trustworthy foundation for arguments.
3. Audience perception of a speaker's character significantly influences how persuasive their message will be; a speaker perceived as honest is more likely to convince others.
4. Incorporating personal anecdotes or professional qualifications can effectively bolster ethical appeal by showcasing authenticity.
5. Ethical appeals are often utilized in public speaking, advertising, and political discourse, where trustworthiness can sway opinions and decision-making.

Review Questions

• How does ethical appeal contribute to the overall effectiveness of a persuasive argument?
  • Ethical appeal enhances the effectiveness of a persuasive argument by establishing trust between the speaker and the audience. When the audience perceives the speaker as credible and morally sound, they are more likely to be receptive to the message being conveyed. This trust lays a foundation for accepting both emotional (pathos) and logical (logos) appeals, making the overall argument more compelling.
• In what ways can a speaker strengthen their ethical appeal during a presentation?
  • A speaker can strengthen their ethical appeal by sharing relevant personal experiences that resonate with the audience, demonstrating expertise through qualifications or credentials, and maintaining honesty throughout their message. By clearly communicating their values and intentions, speakers can foster a deeper connection with their listeners, encouraging them to trust and engage with the content being presented.
• Evaluate the role of ethical appeal in shaping public opinion in political campaigns.
  • Ethical appeal plays a crucial role in shaping public opinion during political campaigns as candidates often rely on their perceived integrity and moral standing to gain voter trust. A candidate with strong ethical appeal can differentiate themselves from opponents by presenting themselves as honest and aligned with voters' values. This trust is essential for mobilizing support and influencing voter decisions; thus, candidates must carefully craft their ethical image through speeches, debates, and public appearances to resonate with their target audience.

Related terms

Pathos:

Pathos is a rhetorical device that appeals to the audience's emotions, aiming to elicit feelings that support the speaker's argument.

Logos:

Logos refers to logical appeal, which uses reasoning and evidence to persuade an audience by presenting factual information and logical arguments.

Credibility: Credibility is the quality of being trusted and believed in; it plays a significant role in establishing an ethical appeal as it determines how much the audience will accept the speaker's message.