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Aristotle acknowledged that the union between the speaker’s appearance, his reputation, and his ability to give the speech all add up to the meaning of Ethos. [7] This can be done by: Being a notable figure in the field in question, such as a college professor or an executive of a company whose business is related to the presenter's topic
A sculpture representing Ethos outside the Australian Capital Territory Legislative Assembly in Canberra, Australia. Ethos (/ ˈ iː θ ɒ s / or US: / ˈ iː θ oʊ s /) is a Greek word meaning 'character' that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology; and the balance between caution and passion. [1]
Ethopoeia, derived from the Greek ethos (character) and poeia (representation), is the ability to capture the ideas, words, and style of delivery suited to the person for whom an address is written. It also involves adapting a speech to the exact conditions under which it is to be spoken.
For example, this type of advertising is exemplified in large food brands such as Presidents Choice's "Eat Together" campaign (2017), and Coca-Cola's "Open-happiness" campaign (2009). One of the most well-known examples of pathos in advertising is the SPCA commercials with pictures of stray dogs with sad music.
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Audience must adopt a particular ethos prior to being persuaded by constitutive rhetoric, thus the ethos of the subject of discourse can be critically studied and interpreted through a text. [4] While these theorists all contributed to the theory of constitutive rhetoric, James Boyd White was the first to coin the term.
Visual rhetoric is the art of effective communication through visual elements such as images, typography, and texts.Visual rhetoric encompasses the skill of visual literacy and the ability to analyze images for their form and meaning. [1]
Ad hominem – rebutting an argument by attacking the character, motive, or other attribute of the person making it rather than the substance of the argument itself. Adianoeta – a phrase carrying two meanings: an obvious meaning and a second, more subtle and ingenious one (more commonly known as double entendre).