MC 2525 Chapter : 9 18
Document Summary
Credibility in advertising: credibility is obvious in celebrity endorsement, an example in darfur, sudan of the mass killings and genocide. How did most americans learn about what was going on in darfur. You can get people to pay attention using celebrities such as. George clooney interview about darfur: george clooney said he could say something because of his celebrity credibility. The pulitzer prize winner gets credibility from facts and figures. Ethos: the past: practical wisdom: being broadly knowledgeable & possessing expertise, virtue: having a good sense and moral character, goodwill: possessing honorable intentions towards the audience. Who has high ethos: nelson mandela, oprah, desmond tutu, mother theresa, u2 (bono), collin powell, ethos can be undermined i. e. tiger woods. Reasons for undermined ethos: when moral character is tarnished, when vested interest or ulterior motive is revealed, elliot spitzer, when assessing someone"s ethos virtue is key.
