Ethos is one of the three modes of persuasion in rhetoric, alongside logos (logic and reason) and pathos (emotions and values). It involves convincing your audience by establishing the credibility and authority of the speaker or writer.
In this guide, you’ll learn:
- What ethos is
- How ethos works
- Why ethos is important
- How to use ethos
- Examples of ethos in action
Let’s get started.
What Is Ethos?
Ethos refers to your credibility and trustworthiness. It’s about convincing your audience that you’re worth listening to.
You use ethos to build confidence in yourself (or someone else). So the audience believes what you’re saying and is more likely to be persuaded by your argument.
Ethos is one of three modes of persuasion in rhetoric. The other two are logos (logical reasoning) and pathos (emotional appeal).
The Greek philosopher Aristotle defined these three modes in his work “The Art of Rhetoric,” written in the 4th century BC.
Aristotle believed that persuasion could be achieved through rhetoric (the art of effective or persuasive speaking or writing).
And he emphasized how these three modes of persuasion (ethos, logos, and pathos) could work together to form a convincing argument.
According to Aristotle, ethos relies on three main characteristics:
- Phronesis: Practical wisdom, experience, or expertise in the subject matter
- Arete: Ethical virtue, morality, or integrity
- Eunoia: Goodwill, empathy, or the speaker’s intent to act in the audience’s best interest
When you establish ethos in your argument, you use these three characteristics to make the audience believe you’re a knowledgeable and trustworthy source.
When your audience sees you as credible and trustworthy, they’re more likely to be persuaded by your argument.
Ethos vs Logos vs Pathos
While ethos, logos, and pathos are all important components of persuasive communication, they each work in different ways to convince your audience.
Here’s a breakdown of the differences between them:
| Factor | Ethos | Logos | Pathos |
| What is it? | An appeal to credibility | An appeal to logic | An appeal to emotion |
| What’s it used for? | To establish trust | To provide evidence | To evoke feelings |
| What does it do? | By demonstrating expertise and honesty | By presenting facts, statistics, and logical arguments | By connecting with the audience’s values, desires, or fears |
| When is it most effective? | When the audience is skeptical or requires reassurance about the speaker’s credibility | When the audience values evidence and rational arguments | When the audience is driven by emotions or personal values |
| Example | A doctor explaining a treatment | A scientist presenting research findings | A charity showing a video of people in need |
Each of these modes of persuasion can be powerful on its own. But they’re often most effective when used together.
How Ethos Works
Ethos works by establishing the credibility of the speaker or writer. It’s about making the audience trust the person delivering the message.
But it’s not just about the person’s qualifications or expertise.
It’s also about their character and how they present themselves. And whether they can demonstrate that they understand and respect the audience’s values and beliefs.
Ethos can be established in several ways:
- Personal experience: Sharing your own experiences to show that you understand the subject matter
- Credentials: Highlighting your qualifications, education, or professional background to demonstrate your expertise
- Reputation: Relying on your past achievements or recognition to build trust
- Presentation: The way you communicate your message, including your tone, style, and language, can also affect your ethos. For example, a respectful and empathetic tone can enhance your credibility
When you use ethos effectively, you can persuade your audience more easily.
Why?
Because you’re showing that you know what you’re talking about and that you’re a trustworthy source of information.
Further reading: 7 Ways to Build Authority on Google
Why Is Ethos Important?
Ethos is important because it helps you build trust with your audience. And trust is a crucial part of persuasion.
Without trust, your audience is less likely to be persuaded by your argument, no matter how strong or logical it is.
Think about it:
Would you trust medical advice from a doctor with years of experience and a solid reputation? Or from someone with no medical background?
The same principle applies to any form of communication.
Ethos is also important because it can make your message more relatable and impactful.
When your audience sees you as credible and trustworthy, they’re more likely to connect with your message on a deeper level. And this can make your argument more persuasive.
How to Use Ethos
Using ethos effectively involves more than just highlighting your credentials or experience. It’s about building a connection with your audience and showing them that you understand their needs and values.
Here’s how you can use ethos to make your arguments more persuasive:
1. Demonstrate Your Expertise
One of the most straightforward ways to build ethos is by demonstrating your knowledge or experience in the subject matter.
This could involve discussing your qualifications, sharing your experience, or presenting data or research that supports your argument.
For example, if you’re writing about a technical subject, showing that you have a relevant degree or professional experience can enhance your credibility.
But remember to avoid the “ curse of knowledge.” This is when you assume your audience knows as much about a topic as you do.
Instead, you need to explain things in simple terms and provide all the necessary information. So your audience can understand and follow your argument.
2. Show Your Good Character
Ethos isn’t just about what you know. It’s also about who you are.
Showing your good character can help you build trust with your audience.
This could involve demonstrating your honesty, integrity, or commitment to ethical behavior. Or showing that you have your audience’s best interests at heart.
For example, if you’re writing a persuasive essay, you can show your good character by acknowledging counterarguments and addressing them respectfully.
This shows your audience that you’re fair-minded and open to different perspectives. Which can enhance your credibility and make your argument more persuasive.
3. Understand Your Audience
Before you can build ethos, you need to understand your audience.
What are their values, beliefs, and priorities? What do they expect from you as a speaker or writer?
By understanding your audience, you can tailor your message to resonate with them and build your credibility more effectively.
For example, if you’re speaking to a group of environmental activists, you might build ethos by demonstrating your commitment to sustainability.
Or, if you’re writing an academic paper, you might build ethos by demonstrating your knowledge of the subject and your ability to engage with previous research.
4. Use a Professional Tone and Style
Your tone and style can also affect your ethos.
A professional, respectful, and empathetic tone can make you seem more credible. While an aggressive or condescending tone can undermine your ethos.
5. Cite Reliable Sources
Even if you’re an expert in your field, citing reliable sources can enhance your ethos.
It shows that your argument is supported by evidence. And that you’re not just relying on your own opinion or experience.
It also demonstrates that you respect the work of others and are willing to engage with different perspectives. Which can enhance your credibility.
6. Be Transparent and Honest
Being transparent about your intentions, methods, and sources can enhance your ethos.
For example, if you’re conducting research, be clear about your methodology and any potential limitations of your study.
If you’re presenting an argument, acknowledge any potential biases or conflicts of interest.
Honesty and transparency demonstrate your integrity. And can help to build trust with your audience. Even if they don’t agree with your argument.
Examples of Ethos in Action
Let’s look at some examples of ethos in action to see how it can be used effectively to build credibility and persuade an audience.
Example 1: A Doctor Giving a Health Talk
Imagine a doctor giving a talk about the importance of a healthy diet.
They might say something like:
“As a doctor with over 20 years of experience in the field of nutrition, I have seen firsthand the impact a healthy diet can have on a person’s overall well-being.”
In this example, the doctor is building ethos by highlighting their experience in the field of nutrition.
They’re demonstrating their expertise, which makes them more credible to their audience. And more likely to persuade them of the importance of a healthy diet.
Example 2: A CEO Addressing Their Employees
Now, imagine a CEO addressing their employees about a major change in the company’s strategy.
They might say something like:
“I understand that change can be challenging. And I want to assure you that we are making this decision after careful consideration and with your best interests in mind. Our goal is to ensure the long-term success of the company and to provide a stable future for all of you.”
Here, the CEO is building ethos by showing empathy and demonstrating that they have their employees’ best interests in mind.
They’re also emphasizing their role as a leader who is committed to the well-being of the company and its employees.
All of which can help to build trust and make their message more persuasive.
Example 3: An Academic Writing a Research Paper
Finally, let’s consider an academic writing a research paper.
They might write something like:
“This study builds on the work of Smith (2010), who first identified the relationship between X and Y. By using a different methodology, I aim to further explore this relationship and provide new insights into this area of research.”
In this example, the academic is building ethos by engaging with previous research and acknowledging the contributions of other scholars.
They’re also demonstrating their knowledge of the subject matter and their ability to conduct research. Which can enhance their credibility and make their argument more persuasive.
Final Thoughts
Ethos is a powerful tool for building credibility and persuading your audience. By demonstrating your expertise, showing your good character, and understanding your audience, you can build trust and make your arguments more persuasive.
But remember:
Ethos is just one part of a successful persuasive argument.
To be truly persuasive, you also need to use logos (logical reasoning) and pathos (emotional appeal) effectively.
So, as you work on building your ethos, don’t forget to pay attention to these other elements of persuasion as well.