The Art of Rhetoric:
According to Aristotle, rhetoric is "the ability, in each particular case, to see the available means of persuasion." He described three main forms of rhetoric: Ethos, Logos, and Pathos.
In order to be a more effective writer, you must understand these three terms. These tips will help you to better understand their meanings and show you how to make your writing more persuasive.
Ethos
Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author. Ethos is an appeal to the authority or honesty of the speaker.
It is how well the speaker convinces the audience that he or she is qualified to speak on the particular subject. It can be done in many ways:
- By being a notable figure in the field in question, such as a college professor or an executive of a company whose business is that of the subject.
- By having a vested interest in a matter, such as the person being related to the subject in question.
- By showing impressive logos (see below) that shows the audience the speaker is knowledgeable on the topic.
- By appealing to a person's ethics or character.
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