CMST 2060 Lecture : Ethos Notes Fall 2014
Document Summary
Ethos represents this sense of public character that is recognized by an audience and influences their reception of the speaker"s arguments. Ethos is thus the capacity to influence an audience based on the audience"s perceptions of the credibility and character of the speaker in relationship to the audience"s own interests and values. It is the most authoritative form of persuasion is simply because we tend to accept the opinions of those people who we feel are more like us and who have our best interests at heart. The goal of ethos is to establish relationships. Practical wisdom, proven ability to size up problematic situations and make judgments that show prudence and forethought, as a military commander might posses due to actions during battles. Virtue excellence in performing particular activities that are held in high regard and embody the best cultural values, as one might think of the virtues of motherhood.
