Morality, Trust, and Illusion: Ethos as Relationship
Drake University - Law School
August 1, 2012
Legal Communication & Rhetoric: JALWD, Vol. 9, p. 229, Fall 2012
Drake University Law School Research Paper No. 12-18
Ethos as an element of persuasion is based on source credibility. Many scholars focus on ethos in terms of source characteristic attributes – whether the advocate manifests intelligence, character, and good will. I argue that there is an additional component of ethos manifested by the relationship the advocate forms with her audience, the source relational attributes. This relationship may be influenced by logos and pathos, but it persuades on an ethos level. This article explores research by legal scholars and cognitive psychologists to support the premise that the relationship between advocate and audience is a manifestation of ethos, and that the relationship has persuasive import. It then examines organizational and stylistic devices advocates may employ to establish and maintain ethos, both in terms of source characteristic and relational attributes. Finally, the article concludes with an examination of potential criticisms associated with manipulation of ethos in legal writing.
Number of Pages in PDF File: 46
Keywords: ethos, rhetoric, persuasion, advocate, credibility, syllogism, inoculation theory, priming, trope, metaphor, humor, logos, pathos
Date posted: September 18, 2012 ; Last revised: October 11, 2012
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