Ethos - credibility

• Greek word for “character
• the ethical appeal; ethic is derived from ethos
• convincing an audience of the author’s credibility or character
• you show that you are a credible source and is worth-listening to

DEVELOPING ETHOS

1. Choosing a language appropriate for the audience and topic (also choosing the proper level of vocabulary)
2. Making yourself sound fair or unbiased
3. Introducing your expertise, accomplishments or pedigree (usually listed)
4. Using correct grammar and syntax