An ethical appeal, also known as an ethos appeal, is a persuasive technique that uses the speaker's or writer's credibility and character to convince the audience.
Here's an example:
A doctor recommending a new treatment:
- Scenario: A doctor is presenting a new treatment option to a patient.
- Ethical Appeal: The doctor emphasizes their extensive experience, certifications, and years of research in the field. They might say, "I have been practicing medicine for 20 years, and I've seen the effectiveness of this treatment firsthand."
- Effect: By highlighting their credibility and expertise, the doctor builds trust with the patient, making them more likely to accept the treatment recommendation.
Other examples of ethical appeals include:
- A celebrity endorsing a product: The celebrity's fame and popularity can influence consumers to buy the product.
- A politician appealing to voters: The politician might emphasize their experience, integrity, and commitment to serving the people.
- A teacher explaining a concept: The teacher's knowledge, passion, and dedication to their subject can inspire students to learn.
Ethical appeals are effective because they tap into the audience's desire to trust and be guided by credible sources. They can be used in various contexts, from advertising to political campaigns to personal conversations.
