Final answer:
Ethos is an appeal to ethics, intended to establish the credibility and character of a speaker or writer. When building ethos, one must be careful not to exaggerate qualifications and to avoid biased language, as this can damage credibility. Language within a group can also evaluate ethos, indicating if someone is perceived as credible or part of that community.
Step-by-step explanation:
Ethos refers to an appeal to ethics, which is a way to establish the writer's or speaker's credibility and character. It's important for a speaker or writer to convey a sense of authority and trustworthiness to the audience, persuading them of the validity of their arguments. A key part of building ethos is displaying qualifications on the subject at hand and presenting information in a fair, balanced, and honest way. For instance, an expert on a topic might reference their years of experience or education, or use testimonials from other respected figures to strengthen their position.
When attempting to build ethos, one must be cautious not to overstate qualifications or present misleading information, as this can undermine credibility. It is also important to avoid biased or manipulative language, which can suggest dishonesty or a lack of objectivity. Effective use of ethos involves understanding the audience and establishing common ground, using neutral language, and backing arguments with credible, balanced evidence.
Another aspect to consider is how language is used within a particular community to assess ethos. The way members of a group use language can signify whether an individual is considered part of the group. Misuse of terminology, for example, can reveal that someone lacks credibility within that community. Therefore, language can be a tool for evaluating ethos but also a pitfall if not used appropriately.