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Aristotle's Rhetoric Analysis

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The Rhetoric
Rhetoric is the study of effective speaking and writing. (Rhetoricae, n.d.) Ideas of Rhetoric have been used for ages throughout history, but the philosopher, Aristotle was the one who discovered the three categories of the means of persuasion; ethos, pathos and logos in his work Rhetoric. (Rapp, 2002)
According to Aristotle, ethos is the credibility. Using people who are familiar or already respected adds credibility to what the persuader is saying. Oftentimes companies will use celebrities to endorse their products, and this is because of ethos. Even if the product is new and the audience has no personal experiences with it, they are familiar with the celebrity, and that gives the product credibility. (Henning, 1998)
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