Ethos is a mode of persuasion that appeals to credibility. Ethos has been used for thousands of years, and it is still used today to communicate authority. We’re going to look at some ethos examples, but first, let’s look at what makes it different from the other rhetorical appeals: logos and pathos.
Ethos Examples
Logos vs pathos vs ethos
Aristotle outlined logos, pathos, and ethos as the three modes of persuasion in his book Rhetoric. These “rhetorical appeals” are used to appeal to logic, emotion, and credibility.
Writers and speakers use these “rhetorical appeals” to persuade people to their point of view. Now that we know what logos, pathos, and ethos are, let’s look at some ethos examples.
Ethos Examples in Commercials
Ethos advertisement examples
Ethos is used to invoke authority. Don’t believe me? Take it from an expert. No, really, that’s not a segue. That’s how ethos is used! Just about every toothpaste commercial uses ethos, i.e. “9 out of 10 dentists recommend our brand.”
This strategy is also used in ads for other industries, such as business. Don’t know how to file your taxes? Just use [so and so] brand. This TurboTax commercial emphasizes expert help, adding ethos to the persuasive argument that one should use their service.
Ethos Commercial Examples • Tax ‘Expert’ Help Via TurboTax
Emphasizing expert help is a surefire way to add ethos, but appealing to success, coolness, or attractiveness works as well. Perhaps no ad is better proof of this than Dos Equis’ “the most interesting man in the world.”
Ethos Commercial Examples • The Most Interesting Man in the World Prefers Dos Equis
This ad suggests that if you want to be like “the most interesting man in the world,” you should drink Dos Equis. We know intrinsically that the ad is fictional, but we can’t help but be swayed by the idea we too could live such an exciting life if we drank Dos Equis (even if it is only at a subconscious level).
Ethos Examples Sentences
Ethos examples in literature
There are lots of examples of ethos in writing. You may see the “credentials” of writers in published pieces; an academic paper may highlight an author’s doctoral degree in an associated field of study, or a journalistic bio might emphasize years of experience.
Academic degrees and breadth of experience add ethos at a fundamental level. Think about it: are you more likely to trust somebody with a PhD or somebody with no experience?
But ethos can also be used within fiction to give credibility to a character. Sir Arthur Conan Doyle characterized Sherlock Holmes as an “expert” in deductive reasoning. Here’s a great excerpt from “The Sign of Four” in which Sherlock hypes up his own expertise.
“I am the last and highest court of appeal in detection. When Gregson or Lestrade or Athelney Jones are out of their depths—which, by the way, is their normal state—the matter is laid before me. I examine the data, as an expert, and pronounce a specialist’s opinion. I claim no credit in such cases. My name figures in no newspaper. The work itself, the pleasure of finding a field for my peculiar powers, is my highest reward.” – Sir Arthur Conan Doyle
Amazingly, Sherlock says he doesn’t seek credit for his expertise… he just flexes his mental muscle for the love of the game. Sherlock is far from the only character in literature that assumes the role of an expert. Here are a few others:
ATTICUS FINCH IN TO KILL A MOCKINGBIRD
Atticus Finch is a lawyer with a strong moral compass; he demonstrates ethos both through his profession and his adherence to his personal code of ethics.
PROFESSOR DUMBLEDORE IN HARRY POTTER
Professor Dumbledore is a wizard and teacher. His ethos comes from his status as “headmaster” at Hogwarts, and descriptions about his knowledge and power.
CAPTAIN NEMO IN 20,000 LEAGUES UNDER THE SEA
Captain Nemo is a brilliant shipman and engineer who constructed a mythic vessel known as The Nautilus. The novel lends ethos to Captain Nemo by emphasizing his intelligence and authority.
Ethos Examples
Example of ethos in a speech
Ethos is an important element of politics. Every political candidate has to “sell themself” and prove why they’re the right person for the job. This is a challenge though as nobody can be an expert in every field. The best a politician can do is establish enough ethos to convince the public that they know better than their opponent.
During the 2024 Presidential Debate, Kamala Harris attempted to build credibility with the public by saying:
“I started my career as a prosecutor. I was a D.A. I was an attorney general. A United States senator. And now vice president. I've only had one client. The people.” – Kamala Harris
Harris pointed to her expertise in law and experience working at multiple levels of state and federal government as proof that she was the right candidate for the Presidency. She then highlighted that her focus has, and always will be, the American people.
Donald Trump responded by criticizing her purposed ethos, saying:
“She just started by saying she's going to do this, she's going to do that, she's going to do all these wonderful things. Why hasn't she done it?” – Donald Trump
This critique proved resonant with the American people, proving that it can be hugely difficult to maintain ethos even when backed by seemingly impressive qualifications.
Remember: ethos is an appeal to credibility. But not everybody will interpret credibility in the same way. What may seem validating to some may prove disqualifying to others.
Up Next
More Rhetorical Devices
We’ve covered how ethos is used as an appeal to credibility and authority – want to learn about more rhetorical devices? Check out our next article where we break down aporia, hypophora, and more! By the end, you’ll know more rhetorical devices and how they’re used.
Up Next: Rhetorical Devices Explained →
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