Ethos

“…style is the writer, and therefore what you are, rather than what you know, will at last determine your style.” –E.B. White, The Elements of Style

3 skills a writer must learn

1. Grammar- use language well Grammar and glamour

2. Logic- think well Logos: the Word

3. Rhetoric- manage language well to get jobs done in the world of affairs

Teaching writing Teachers usually teach the first 2, but

not #3. Students often revise on basis of 1 only. Some teachers may push them to 2. But 3 (rhetoric) must also be taught. Reason we write. Just because something is true doesn’t

mean people will believe it. Just because something is false doesn’t

mean people won’t want to believe it.

336 B.C. Aristotle defined three facets of persuasion

1. logos- sources of persuasion that reside in the text and words

2. pathos- not necessarily emotional.

What exists in the audience that is being appealed to, adapted, manipulated.

336 B.C. Aristotle defined three facets of persuasion

3. ethos- what resides in the writer as he becomes apparent through the text.

ethos potentially most persuasive.

Readers must consider you believable and want to attend to you—to pay attention to you.

They use the words to decide whether to believe and attend or not.

Aspects of ethos

1. Knowledge or sagacity (competence, not necessarily education but pertinent experience)

2. High moral character3. Good will- no ulterior motive, no personal

gain, just the best interests of the reader at heart. Not suspicious.

4. Similarity with the reader5. Dynamism- particularly in American-style

culture. Seen in sentence structure on up.

Ethos a key factor Application letter or essay Resume Politics

First moments of debate, meeting “Senator, you’re no Jack Kennedy.” “I will not exploit, for political gain,

my opponent’s youth and inexperience.”

Advertising

Style: What you are, not what you know Wandering opening paragraph:

Lack of planning Unclear thinking

Long-winded, vague statements Doesn’t have enough evidence Arrogant, doesn’t respect reader’s

intelligence Grammar, spelling, punctuation

Sloppy in small thingsMay be sloppy in big things

Doesn’t care. Then why should I? Ex: asking for recommendation letters

Style: What you are, not what you know Avoiding clichés

Knows what has been done before. Original thinker.

Attention to detail Cares to do a good job even when task is boring or

unrewarded. Has internal standards, doesn’t rely on others for

guidance and approval. Mature. Humor

Is familiar enough with subject to play with it. Not still struggling to master subject.

Is intelligent and enjoys life. Is fun to be around.

Syllogism May depend on enthymeme

(from Greek “I remember”)1. All men are mortal (enthymeme)2. Socrates is a man3. Therefore, Socrates is mortal.

Often wise to leave out one of three, using enthymeme as premise or basis, and let reader decide conclusion for himself.

Ex: 1. Networking is the path by which most people get

jobs.2. My networking skills are underdeveloped.3. Hmmm…………

Enthymeme A kind of soft sell. Allow reader to make conclusion rather

than beating reader over head with conclusion.

“We’ve chosen you to write the report because you always do such a professional job.” “And therefore we know that you’ll do a

professional job this time as well.” “I know you. You’ve never been a

quitter.”

I AM A MAN 1968 Sanitation

Workers Strike in Memphis

Followers of Martin Luther King

Appeal to higher instincts and basic premises of Americans

Enthymeme: “All men are created equal”

Logos, Pathos, Ethos in use Know your audience Know what they know (or believe they

know) (must have decided on audience to do this).

Use what they know to work syllogism, in some fashion.

Base argument or desired result on that foundation.

Not “You know how frustrated you get when both your Jaguar and your Mercedes need repairs? That’s how I feel right now.”

Bad foundations I want/need …

• You are the only one who can give…• Therefore, you must do…

You are stupid/inferior/flawed/worthless…• I must appear to believe in you and look

like a nice person• So obey me, don’t surprise or contradict

me, and try to win my approval (though you never will)

Better foundations

I know that you want/need …• Here is a path by which you can get…• Therefore, take that path and achieve

your goal (which also happens to be mine)…

Leadership is the ability to get a person to do what you want him to do, when you want it done, in a way you want it done, because he wants to do it. –Pres. Dwight D. Eisenhower

Better foundations

You are talented/capable/valuable/loved…• I just want to enjoy you as you are• So don’t worry about pleasing me;

just be yourself, do what you do (and I will be pleased anyway)

If you know your audience and argue from a strong foundation…

Then ethos is the factor that maintains trust and credibility and…

bridges the gap to the conclusion. This applies both to solid,

responsible logic and to irresponsible pandering.

If the logos and pathos are solid (the enthymeme is well chosen)…

Pandering: “We all know liberals hate America. So

when Ted Kennedy says…” “We all know Republicans only love rich,

white people…So when Dick Cheney says…”

The enthymeme works for a certain, limited audience, but…

it is a stereotype or false assumption, i.e. the foundation is shaky.

Ethos=trust

I trust him/her… Because she tells me what I like to hear Because he makes me feel good Because he gives me interesting

challenges Because she helps me learn (things

which improve my life) Because he is willing to take risks to

stick to his beliefs, i.e. he inspires me Because she is an authority figure Because she won’t lie.

Aristotle’s 4 Primary drives

(cf. Maslow’s hierarchy of human imperatives)

1. To avoid the unpleasant2. To supply one’s needs (hunger, other

fulfillments)3. To be sexually attractive

Henry Kissinger: “Power is an aphrodisiac.” 4. To satisfy one’s ego (acceptance, being

held in high regard or esteem)Excellent writing will appeal in some way to most or all of these drives.

Summary Decide: “What evidence will have the

most influence on this audience?” Appeal to basic drives in your audience Project dimensions of ethos as you have

them “What about me will make the audience

trust me?” Use enthymemes to give your logical

argument a solid foundation

Summary Decide: “What evidence will have the

most influence on this audience?” Know your subject

Appeal to basic drives in your audience Know your audience

Project dimensions of ethos as you have them “What about me will make the audience

trust me?” Know yourself

Use enthymemes to give your logical argument a solid foundation Know how ideas and truths connect

Great persuaders are great storytellers Story (illustration) often overlooked as

form of support. One story can be a great essay, a great

conveyer of an idea the writer wants to convince the reader of.

Russell Conwell “Acres of Diamonds” 1870’s to 1920’s. Made same speech

5000+ times, made enough $ to endow Temple U.