Methods of Persuasion: Ethos, Pathos, and Logos 1. Ethos (perceived credibility) : Because human belief and action are affected by the opinions of others whom we trust, persuasive communication can win acceptance for a proposition by supporting it with quotations from respected authorities. Support for the claim rests upon the audience’s perception of the authority or source as a person of honesty, expertise, and goodwill. The ethos of a source is that person's perceived credibility, based upon his/her perceived character. Such an argument takes the form of testimony, which is a statement or series of statements issued by source that can be used in support of a claim. There are two types of testimony: 1. Direct Testimony – where the speaker is the source of the supporting statements(s) 2. Indirect Testimony – where the speaker quotes another source in supporting the claim These tests can be asked about the statement and the source. A.
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