102.18 18. ESTABLISHING CREDIBILITY

In addition to pathos and logos, successful arguments depend upon the audience’s belief that the person delivering the message is worth listening to. Aristotle termed this necessary component of persuasion ethos. Today, it’s also known as speaker credibility.

Even an argument that is emotionally and logically powerful will falter if the audience doubts the speaker’s moral character, competence, or preparedness. You can establish your credibility by:

1001