Ethos

Ethos appeals to ethics. They are appeals based on the writer’s authority or credibility. In ethical appeals the author or speaker must present themselves in a way to make the audience respond. Audiences respond well to those who seem authoritative and trustworthy, usually those who have high qualifications and credentials. In order to appeal to a reader as a person with good character it is important that facts are used that have a valid source, and that shared values are highlighted. It is also important that the opposing view is acknowledged and respected. This shows people that, even with contrasting arguments, your side is should be agreed with.

Credibility is a crucial part of ethos. It shows the respect for the audience and honesty a writer. The easiest way to convey this is by stating facts, but also backing them up with research and reliable sources. I could use statistics from other states that have raised their film incentives to show that it has a positive effect, when arguing for a higher tax credit. States like Georgia and Michigan’s economies have grown sufficiently in this industry because of their high incentive rates. On the other hand, it may take time for this to occur and those who oppose could present data that shows the predictions for the near future, or the amount taxes would have to increase. Of course, for both sides, it is always necessary to use language that shows respect and intelligence.

Credibility can also be established by connecting with core moral beliefs held by an audience. When arguing for the incentive, I could argue that everyone who is willing to work hard deserves to have a job. However, others could argue that no one wants higher taxes.

It may be difficult for me to establish authority over this subject because I am not an active member of the film community or the state government. However, using statements from these people would establish some ethical appeal. The same could be done for the other side. Many Republicans in the state government oppose this, and getting their view and arguments on the subject would further enhance the ethos of a writer.

Until Next Time.
Maggie