Ethos is related to the English word ethics and refers to the trustworthiness of the speaker/writer. Ethos is an effective persuasive strategy because when we believe that the speaker does not intend to do us harm, we are more willing to listen to what s/he has to say. For example, when a trusted doctor gives you advice, you may not understand all of the medical reasoning behind the advice, but you nonetheless follow the directions because you believe that the doctor knows what s/he is talking about. Ethos is when these key attributes are used;
Language appropriate to audience and subject
Restrained, sincere, fair minded presentation
Appropriate level of vocabulary
Correct grammar.
So in news papers an example of ethos would be when the journalist writes a story in a paper and expects you the public, to believe what ever is said and take it as news because it is human instingt to have trust in news papers as they are seen as a factual source of information in all studied and lifestyles.
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