Ethos, Greek for "character," is one of the three basic tools of rhetoric. It refers to the aspects of a person that makes him/her trustworthy and believable.
An argument can easily be won with the help of good, reputable character.
So how can you attain good ethos? It all has to do with how you act within society. Do you fit in? Do you dress well? Do you have a good reputation? In order to persuade others around you, it is important to make a good impression. In Jay Heinrichs' book, Thank You For Arguing, he claims that ethos "has to do with a person's ability to fit in with a group's expectations" (47). This does not necessarily mean you must talk and act exactly like your audience, but it does mean you should try to achieve good rhetorical decorum (Heinrichs refers to decorum as the "art of fitting in").
So, you and your buddies have decided to meet up at the new sports bar to watch the big game. Everyone is wearing their jerseys and eating chicken wings, but you show up in a suit and order a glass of wine. Not only have you embarrassed your friends, but you have also committed a crime of decorum. In other words, even though you look great in a suit, you look like an idiot in your current environment. In order to achieve good ethos, you need to make your audience feel comfortable with you. Save yourself from failure and embarrassment and adhere to society's guidelines: save the suit and the wine for cocktail parties.
Thank You For Arguing by Jay Heinrichs can be purchased here.
