Multiple MatchingExercise 5 of 70

Ethos persuades by the standing of the speaker rather than the substance of the speech. An audience that believes the person before them to be honest, competent and well-intentioned will grant their claims a hearing that an unknown or discredited voice could never earn. Much of this is built in advance - through…

• Which appeal sways us by how much we trust the one who speaks?
• Which appeal works by stirring up what people feel?