Ethos
...Personal credibility: Why you as the speaker are someone we should listen to. You develop personal credibility by showing your knowledge of the topic, and by the manner in which you present the topic. 2) Borrowed credibility: The credibility you have through the sources which you use. This is why you must cite and qualify who your sources are in the speech. Sometimes we believe something or do things simply because someone we trusted told us it was so. Aristotle suggests that the source of the material--the perception of the person who is trying to persuade us--is the most powerful mode of persuasion. Credibility can be established by demostrating three characteristics: intelligence, virtue, and goodwill. Intelligence, is indicated by a certain amount of knowledge of the subject. Common sense combined with convincing arguments that are logical is very imortant inorder to persuade somebody. Discussing the various viewpoints also shows intelligence. People have different oppinions so recognizing these viewpoints only heps you as a speaker. Virtue and good character is another quality by which you become more believable. Stating ones beliefs, values, and priorities in connection with the subject help in convincing the audience of the argument. If these beliefs and values match with the majority of the audience, you will most likely be succeful in your argument. Goodwill is the last attribute essential to establishing credibility. The speaker's relationship to his audience is also very important. It ranges from formality to informality. The speaker who has a formal relationship with his audience maintains " an aloof dignity " suitable for serious discourse whereas the informal speaker regards his audience more as a group of people with who he can be familiar, like friends and engaging in an easy going conversation. The approach that a speaker uses should be determined at an early stage of planning and then maintained throughout the speech. Ethos also focus on the various character types of the audience . For instance when I talk to my six year old sister I have to go down to her level, using consepts and words that she can relate to and understand Another example if you are trying to persuade an yonger crowd you would focus on concepts that appeal to that certain age group. The Greeks described young peple as "pleasure-loving, impulsive, and optimistic" and most people beleive this to be true; the young can also be characterized by being, trusting, courageous, confident, and adventurous. So when talking to a young group your speech should discuss things like adventure, friendship, money and lust and therefore, trying to convince the audience upon the subject. On the other hand if your audiance consists mostly of older people, you would take a different approach. The older you get the more life experience you have and sometimes pe...