Ethical appeal, also known as ethos, is a rhetorical strategy used in persuasive writing and speaking to establish the credibility and trustworthiness of the writer or speaker. It is one of the three main types of appeal, alongside emotional appeal (pathos) and logical appeal (logos).
Ethical appeal relies on the character, integrity, and reputation of the writer or speaker to persuade the audience. It is based on the idea that people are more likely to be convinced by someone they respect and trust. Therefore, when a writer or speaker uses ethical appeal, they aim to establish themselves as a credible and trustworthy source of information.
There are several ways in which a writer or speaker can use ethical appeal to persuade their audience. One way is by presenting themselves as an expert in the topic they are discussing. This can be done through demonstrating their knowledge, experience, and qualifications related to the subject matter. For example, a scientist discussing the effects of a new drug on the body might use ethical appeal by citing their research and experience in the field.
Another way to use ethical appeal is by presenting oneself as an honest and sincere person. This can be done through being transparent about one's intentions and being open and responsive to questions and concerns. For example, a politician campaigning for office might use ethical appeal by being upfront about their policies and values, and by showing a genuine commitment to serving their constituents.
Using ethical appeal can be an effective way to persuade an audience, but it is important to be authentic and sincere in doing so. If a writer or speaker tries to establish their credibility through false or misleading claims, they will lose the trust of their audience and their ethical appeal will be lost.
In conclusion, ethical appeal is a rhetorical strategy used to establish the credibility and trustworthiness of the writer or speaker in order to persuade the audience. It is an important tool in persuasive writing and speaking, and can be effectively used by demonstrating expertise and honesty. However, it is important to be authentic and sincere in using ethical appeal, as any false or misleading claims will undermine its effectiveness.
