#Persuasion

Appeals to Credibility and Authority

Ethos is one of the Modes of Persuasion used to convey the writer’s credibility and authority. When evaluating a piece of writing, the reader must know if the writer is qualified to comment on this issue. The writer can communicate their authority by using credible sources; choosing appropriate language; demonstrating that they have fairly examined the issue (by considering the counterargument); introducing their own professional, academic or authorial credentials; introducing their own personal experience with the issue; and using correct grammar and syntax.

Feature	Meaning
Anecdote	A short, personal story about an experience of the speaker or writer, used to establish their familiarty with the topic
Credentials	References to the writer or speaker’s qualifications or past experience to add credibility.
Testimonials	Endorsements from experts or celebrities in support of the speaker or writer.