Strategies for establishing an effective persona: An analysis of appeals to ethos in business speeches

This study investigates a distinct type of ethos, signalled ethos, and how it is used in eight business speeches. A rhetorical analysis of the speeches resulted in five categories of signalled ethos; the categories center around deference, self-criticism, similitude, ex-pertise, and the inclination to succeed. The study examines the rhetorical functions of these categories and suggests that signalled ethos is a useful concept for under-standing the types of images authors create of themselves. A ristotle states that ethos, or the persona that a speaker projects to audience., can be the most potent means of persuasion, often being more effective than either logical or emotional appeals (Cooper, 1932, pp. 8-9). Aristotle goes on to explain that effective ethos is created when speakers convey good intentions, good moral character, and good sense (Cooper, pp. 91-92). While numerous perspectives of ethos have arisen since Aristotle’s time, the reason for drawing upon the appeal to ethos has largely remained the same. Effective in written as well as spoken discourse, the appeal to ethos (also called the &dquo;ethical appeal&dquo;) derives from the assumption that audiences are prone to accept the arguments of writers or speakers who are trusted and respected. Several researchers have examined the role of ethos in business an