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Discourse
Analysis: Ethos
Good ethos
requires the writer to reveal three traits:
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(1) Good ethos
shows that the author is intelligent, knowledgeable,
and of good sense (the author knows the subject on which
he or she speaks).
(2) Good ethos
shows that the author is moral, honest, and of good
character.
(3) Good ethos
shows that the author has the audience's best interest
at heart rather than selfish or merely personal motivations.
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Keeping these three traits in mind,
read through the following passages below. One example
comes from a speech by Benjamin Franklin. The other
example comes from a life insurance advertisement. Identify
words, phrases, or passages that seem to fulfill the
requirements of ethos below.
Example
#1:
"It is with reluctance that I rise to express a disapprobation
of any one article of the plan, for which we are so much obliged
to the honorable gentlemen who laid it before us. From its
first reading, I have borne a good will to it, and, in general,
wished it success. In this particular of salaries to the executive
branch, I happen to differ; and as my opinion may appear new
and chimerical, it is only from a persuasion that it is right,
and from a sense of duty, that I hazard it. The Committee
will judge my reasons when they have heard them, and their
judgement may possibly change mine. I think I see inconvenience
in the appointment of salaries; I see none in refusing them,
but on the contrary great advantages." --Benjamin Franklin,
"Speech in the Constitutional Convention on the Subject
of Salaries," June 2, 1787.
Example #2:
- "Life Insurance should address the here and now, not
just the hereafter."
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--Judy Gilbert.
"Judy Gilbert takes pride in selling something
she has yet to put a price on--peace of mind. Her unique
approach goes far beyond the ultimate eventuality covered
by life insurance. Instead, Judy feels personally compelled
to help clients live life to its very fullest, through
estate planning, annuities, disability insurance, and
long term care. Areas that people often overlook. As a
Transamerica sales professional, Judy is someone you can
trust for life. You can also trust us. Our organization
is made up of real people who share Judy's values, and
who understand what life's all about.
"If you're not a client, we'd like
to get to know you. If you're already with Transamerica,
we'd like to hear how we're doing."
--Transamerica Life Companies advertisement
in Time, October 25, 1993.
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