Ethos

One concept. Four tiers of command. Which do you speak?

Category: Communication

Foundational Lexiconcredibility appeal
Executive Parlancecharacter persuasion
Scholarly Discourseauthoritative credibility
Babel ZenithEthos
Origin: Greek/Rhetoric
Pronunciation: /ˈiːθɒs/

Etymology & Meaning

Appeal to the credibility of the speaker.

In the Boardroom

Establishing trust before making the argument.

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