Ethos: appeal to authority
Ethos is all about building trust. It can be defined as how well you convince your audience that you are qualified to speak on the subject. It may seem obvious that if someone is listening to a talk about design, they’re more likely to believe a professional designer than a professional cook, but there are many ways to create credibility.
The most obvious one is to use credentials, either yours or by being introduced by a prominent authority in the field who can vouch for your expertise.
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Scholars have discussed the mechanics of persuasion since ancient times. Persuasion encompasses every aspect of culture, with rhetoric as a crucial tool to influence every sphere of society, from mundane negotiations to big national debates. One could argue any form of communication is a form of persuasion. Whether through writing or talking, at home or at work, with friends or customers, chances are you spend a good amount of your time trying to persuade someone of something. In Rhetoric, Aristotle defines three main ways to persuade people: ethos, pathos, and logos.
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How to Get Action
- Win their confidence by deserving it – by your sincerity, being properly introduced, being qualified to speak on your subject, and telling the things your experience has taught you.
- To persuade an audience, you should:
- Capture their attention.
- Earn their trus...
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