In our hyper-connected world, we’re bombarded with information from every direction—social media, advertisements, entertainment, and beyond are constantly trying to tell (or more likely, sell) us something. To stand out in this noise requires more than flashy imagery and emotional appeals. People need to trust that you know what you’re talking about before they’ll be convinced by anything you say.
Ethos refers to a speaker’s character and credibility—essentially, how trustworthy they appear to an audience. One of Aristotle’s three rhetorical appeals in his treatise “Rhetoric,” ethos answers the crucial question: Why should people believe you?
While formal credentials like education and career position matter, ethos encompasses more than certificates. It includes your lived experience and how your audience perceives your authority on a subject. In Aristotle’s model, ethos has three components:
- Phronesis: The expertise and intelligence relating to a subject, as demonstrated by formal credentials and relevant experience
- Arete: The reasoning employed in an argument, showing that it can be explained clearly and logically
- Eunoia: The good faith in which you present your argument; when audiences sense honesty, they’re more likely to trust your message
Ethos can also be categorized as either intrinsic or extrinsic:
- Extrinsic ethos: Similar to phronesis, this includes credentials and experience.
- Intrinsic ethos: Related to arete and eunoia, this is revealed through sound reasoning and a good-faith attitude.
Consider celebrity endorsements as a perfect example of ethos in advertising. When McDonald’s partners with Travis Scott or Dunkin’ teams up with Sabrina Carpenter, these brands leverage the celebrities’ perceived trustworthiness. Though most stars aren’t fast-food experts (Ben Affleck notwithstanding), consumers often view celebrities as inherently credible. In fact, according to a study from the Wharton School, consumers are not only more likely to purchase celebrity-endorsed products but make that purchasing decision faster, as humans tend to “follow the lead of high-status, high-prestige individuals.”
Ethical appeals work best when combined with logical reasoning (logos) and emotional connection (pathos). Together, these three rhetorical strategies create compelling arguments that inform, move, and persuade your audience.
Ethos, Pathos, Logos: How to Use the Modes of PersuasionAs a writer or performer, understanding how to use ethos is a vital tool to have in your creative tool belt. Selling a performance, argument, or product depends on your target audience trusting your wisdom.
1. Identify what you’re selling.
The first step to proving your credibility is understanding precisely what you’re trying to convince people of. Think about what would convince you if the roles were reversed. What makes this thing appealing, and what expertise makes that appeal clear?
For instance, if you’re filming a self-taped audition, demonstrating a deep understanding of the character and script implies your credibility as someone who does their due diligence—and is the right person for the role.
2. Know your target audience.
Once you know what you’re selling, figure out who you want to sell it to. Put yourself in the shoes of the person you’re convincing and ask yourself what expertise you’d like to see in that situation. What knowledge and experience resonates with both your message and the specific people receiving it?
Fitness influencer Bryan Krahn knows that his target audience is older men who want to get in shape. With this knowledge, he can tailor his ads (like the one seen here) to his audience by emphasizing his personal credibility as an older man who’s extremely fit.
3. Use honest discourse.
You can also establish ethos through ethical use of evidence and ideas by clearly distinguishing between your own thoughts and other people’s, citing any sources, and interpreting others’ work honestly. This transparency shows audiences they can trust your intellectual integrity.
To use a counterexample, after singer Robin Thicke’s rise to popularity with the hit song “Blurred Lines,” he was sued (with co-producer Pharrell Williams) by Marvin Gaye’s estate for copyright infringement due to similarities to Gaye’s “Got to Give It Up.” After losing the lawsuit (with a rebuttal filled with inconsistencies) and having a few other unsavory incidents come to light, Thicke experienced a downfall seldom seen in the music industry—largely due to his perceived lack of integrity.
4. Develop relevant credentials.
A history reflecting your experience and knowledge gives audiences context for your perspective. Whether formal education, training, or lived experience, your background should provide a foundation for your credibility.
For example, as seen in this post by Converge Autism Radio, “Love on the Spectrum” star Dani Bowman has built robust credibility as an advocate for embracing neurodiversity through her education, business ventures, and television appearances.
Celebrities in commercials: Hellmann’s Super Bowl ad features Meg Ryan and Billy Crystal reprising their roles from “When Harry Met Sally...” Along with new face Sydney Sweeney, who delivers the iconic “I’ll have what she’s having” line, this commercial leverages celebrity credibility to sell… mayonnaise.
Expert endorsements: There’s a reason many commercials emphasize approval from “nine out of 10 doctors.” Expert opinions carry tremendous weight when consumers make decisions. This Trident gum commercial hilariously exemplifies how brands use expert endorsements to boost their credibility.
Public service announcements: The CDC’s “Tips From Former Smokers” campaign features real people facing the consequences of smoking cigarettes. These testimonials derive their persuasive power from the speakers’ lived experiences—they have firsthand knowledge that gives them unquestionable authority on the subject.
