Ethical appeal

Definition

Ethical appeal, or ethos, refers to the credibility or trustworthiness of the speaker or writer when persuading an audience. It involves establishing authority and demonstrating moral character, which can influence how the audience perceives the argument being presented. A strong ethical appeal helps to create a connection with the audience, making them more likely to accept the speaker's message based on respect and admiration.

5 Must Know Facts For Your Next Test

1. Ethical appeal relies heavily on the speaker's or writer's reputation, background, and experience to build trust with the audience.
2. A strong ethical appeal can enhance the overall effectiveness of an argument by ensuring the audience feels confident in the information being presented.
3. It often involves the speaker sharing personal stories or credentials that demonstrate their knowledge or moral integrity.
4. Ethical appeals can be undermined if the audience perceives a lack of honesty or transparency from the speaker.
5. In persuasive writing or speaking, balancing ethical appeal with emotional (pathos) and logical (logos) appeals can create a more convincing argument.

Review Questions

• How does ethical appeal function in persuasive writing and what role does credibility play in its effectiveness?
  • Ethical appeal functions by establishing the speaker's credibility and moral character, which are vital for persuading an audience. When a speaker has a strong reputation and demonstrates integrity, it enhances their argument because the audience is more likely to trust their perspective. Credibility can be achieved through sharing relevant experiences, qualifications, or values that resonate with the audience, making them more receptive to the message.
• Compare and contrast ethical appeal with emotional appeal. How do they work together to strengthen persuasion?
  • Ethical appeal focuses on establishing credibility and trustworthiness, while emotional appeal aims to evoke feelings from the audience. Both appeals work together in persuasion by engaging different aspects of how people make decisions. A credible speaker using ethical appeal can make emotional appeals more impactful; when audiences trust the speaker, they are more likely to respond emotionally to the arguments presented. This combination can create a deeper connection with the audience and lead to more effective persuasion.
• Evaluate the importance of ethical appeal in contemporary discourse. How does it influence public perception and societal norms?
  • Ethical appeal is crucial in contemporary discourse because it shapes how individuals perceive speakers and their messages within various contexts, including politics, media, and social movements. A strong ethical appeal can influence public perception significantly by fostering trust and encouraging acceptance of ideas or actions based on moral grounds. When leaders or influencers utilize ethical appeals effectively, they not only gain support for their positions but also help shape societal norms by aligning their messages with shared values and ethics in their communities.

Related terms

Logos:

Logos is the logical appeal that uses reasoning and evidence to persuade an audience, often through facts, statistics, and logical arguments.

Pathos:

Pathos refers to the emotional appeal used to persuade an audience by evoking feelings such as pity, fear, or joy.

Credibility: Credibility is the quality of being trusted and believed in, often essential for effective communication and persuasion.