Write On!, 0819 WYBJ, Vol. 42 No. 5. 56

• Author: Michael R. Smith, University of Wyoming College of Law Laramie, Wyoming
• Position: Vol. 42 5 Pg. 56

Write On!

Vol. 42 No. 5 Pg. 56

Wyoming Bar Journal

August, 2019

Traits of Credibility - Part 1: An Introduction to Ethos

"[P]ersuasive discourse depends as much on the advocate's character and credibility (ethos) as it does on the logic of the argument or the emotional content of the case."

-Michael Frost^[1]

Michael R. Smith, University of Wyoming College of Law Laramie, Wyoming

Advocacy experts have long recognized that establishing credibility in the eyes of one's audience is a key aspect of effective persuasive writing. Classical rhetoricians, like Aristotle, called this aspect of persuasion ethos, specifically defining ethos as the process of persuading by establishing credibility as a trustworthy source of information.

Not only do classical rhetoricians value ethos (credibility) as a crucial part of persuasion, but they have even gone so far as to break ethos down into three separate components, namely intelligence, character, and good will. According to classical rhetoric theory, advocates gain...