Engl 316Technical Communication

Ethos: Appeal to Character

At a basic level, ethos is the character, personality, personal authority, experience, expertise, knowledge, and education of a writer. Using the same Greek root as our modern word "ethical," ethos appeals to our sense of authority, respect and trust.

Ethos has a strong place in technical writing; it is evidence that reveals the writer's credibility. Sometimes readers believe an argument based on their perception of the writer rather than the argument. If readers trust the writer, they are more willing to accept the argument, whether or not they evaluate the structure or content according to formal rules. As readers read a text, they make judgments about the writer, asking the following questions:

1. Does the writer have good sense? Can we trust the writer's knowledge and use of knowledge? Does he or she use examples, statistics, and other evidence responsibly?
2. Is the writer an authority on this subject? Does the writer quote other authorities to lend strength to their argument (called borrowed ethos)?
3. Does the writer reveal good character? Is the writer sincere? Does the writer have integrity? What does the writer reveal about himself or herself to indicate trustworthiness? Does the writer balance the argument by presenting both sides? Is the evidence sufficient to support the writer's conclusion?
4. Does the writer want to manipulate the audience, or does the writer have the audience's best interest in mind? How does the text's tone reveal the writer's attitude toward the audience? What values or needs of the audience does the writer appeal to?

The readers' knowledge of the writer's character may be based on prior experience or knowledge of the writer's behavior, or it may be based on clues from the writing itself. Sometimes the strongest evidence for the validity of an argument comes from what readers perceive about the writer rather than from the argument alone.

For example, consider how Jones used ethos in his argument. He used neutral language that helps create the objective tone appropriate for his chosen genre and topic. Additionally, he referenced reputable outside sources of information which further enhance the trustworthiness of his argument. And finally, Jones presented a coherent, grammatically sound document which underscores his careful attention to detail, a sense of professionalism that carries over into every other aspect of the article. In what other ways do you see Jones using ethos to appeal to his readers?

Keep ethos, logos and pathos in mind as you evaluate documents throughout this course. Try to identify the types of appeals being used. But most importantly, be aware of your use of these appeals in your own documents.