Ethos and ethical appeal
Ethical appeal is quite simply, how a rhetor appeals to an audience's ability to trust.
Through the rhetor's words, the audience infers the "character," theethos of the rhetor.
There are three qualities that must be present in the rhetor's words and actions that combine to inspire trust for a rhetor:
If a rhetor can bring her audience to see these qualities in her, then the audience will likely trust her and so follow her arguments with belief.
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