Chapter 6 Outline
Invented Ethos
Demonstrate Intelligence by doing the Homework
Rhetors can create a character that seems intelligent by demonstrating that they
are informed about the issues they discuss (and by refraining from using arguments that
are irrelevent or trivial).
They may do so by using language that suggest he is an insider, by sharing an
anecdote that indicates that’ve had experience or knowledge in a particular area, or by
describing their qualifications.
A rhetor may also use specialized language to demonstrate their adeptness in a
particular field.
A rhetor who wants to seem well-informed should always consider how much her
audience knows about the issue she is discussing.
(Audiences that are not well-informed may allow errors to go unremarked. But
rhetors risk losing all credibility with better-informed audiences when they fail to do their
homework.)
Establishing Good Character
In order to establish their good moral standing, rhetors may cite approval of their
character from respected authorities. (Letters of reference. References are often asked about the
same qualities in prospective employees that concerned ancient rhetoricians: intelligence,
honesty, trustworthiness. Rhetors must refrain from use of faulty reasoning or nonrepresentative
evidence, threats, name-calling or lies.)
Securing Goodwill
Modern rhetors can demonstrate their goodwill toward an audience by carefully
considering what readers need to know about the issue at hand in order to follow the argument.
(Ex. Movie reviews)
As another means of securing goodwill, rhetors can say why they think their
presentation of an argument is important, and what benefits will accrue to those who read or
listen to it.
Establishing goodwill is especially difficult to manage when students write for
teachers, since in this case the audience is usually better informed than the rhetor. The best way
to demonstrate goodwill in this case is to follow teachers’ instructions.
