Page 16 - TX_Marketing 2_M1_v2

In the previous example, Person Y is utilizing ethos to persuade her fellow board

members to believe as she does. Initially, she appeals to her authority and ethical
character. She then challenges the authority and character of the other speaker.

The Validity of Ethos
Ethos can be a validly persuasive approach to delivering artistic information. While it

might be inappropriate in some situations, and almost certainly suspect in

advertising, one could see its appropriate application in the business world, life, and
academia.

It is not necessarily wrong for less experienced members of a group to be persuaded
by the thoughts of older, respectable members of a group simply because of the

older persons' ethical character, experience, and education. It's also reasonable that

most people prefer the opinions of "respectable" and "responsible" people to the
opinions of those people viewed as "flakey" or "untrustworthy." That is to say, it's not

necessarily wrong that most people would rather act on the opinion of a well-

educated, respectable neighbor than the opinion of a three-time convicted murderer
and bank robber.

Problems with Ethos
There is an assumed bias when dealing with ethos that can have problematic effects.

For example, could it be more difficult for a minority in a group to use ethos to
persuade than the average majority member of that group? How could ethos

perpetuate social, gender, and racial stereotypes? If ethos favors one person over

another because of a perceived ethical authority, then does it lock individuals into
roles they might not always fulfill? That is, couldn't a murderer reform and a

respectable neighbor loose his or her temper one day and commit a violent crime?

TX Marketing II: Negotiation Techniques 15