Do you want your advertisement to appeal to surfers from surfers from Long Beach, or bankers from Wall Street? A different ad strategy and associated product/brand ethos would be required to appeal to each. In many cases it is not about having a "better" or "worse" ethos, rather the goal would be to establish a connection to the ethos of existing groups of people. Additionally, the content and reputation associated with a certain website or publication can have affect the ethos of the advertisement.Īpproaches to establishing ethos can also depend entirely on the industry and branding strategy.
Whether an advertisement is delivered via digital advertising, billboard, street furniture, print publication or television could also potentially have a source effect on the ethos of the advertisement and of the brand or product the ad is attempting to promote. Approaches can widely vary whether an advertisement is delivered in a purely audio, static graphic or video format. This is due to the nature of academia itself being dedicated to the pursuit and advancement of knowledge and ideas.Įstablishing credibility when attempting to call an audience to an action, such as buying a product, encompasses a wide range of details, which can sometimes be entirely specific to the medium on which the advertisement is being delivered. Thus in this case ethos is closely associated with the logos, the appeal to logic. This custom is primarily used to give a standard means to citing and referring to sources, in order to facilitate academic review.Įthos in academic writing is further established by adequately structuring the paper’s theses and ideas. This usually means adhering to a predefined manner of formatting the paper’s citations and paragraph structure, such as APA, MLA or Chicago/Turabian style. In academic papers, writers convey ethos first and foremost through appropriate use of style and grammar. The application of ethos in writing, and advertising material manifests itself in a multitude of ways. Ethos or the ethical appeal means to convince an audience of the author’s credibility or character.Īn author would use ethos to show to his audience that he is a credible source and is worth listening to. Ethos is the Greek word for “character.” The word “ethic” is derived from ethos.Įthos can be developed by choosing language that is appropriate for the audience and topic (this also means choosing the proper level of vocabulary), making yourself sound fair or unbiased, introducing your expertise, accomplishments or pedigree, and by using correct grammar and syntax.ĭuring public speaking events, typically a speaker will have at least some of his pedigree and accomplishments listed upon introduction by a master of ceremony.
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