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A Look At Ethos Essay

1074 words - 5 pages

ETHOS

Through out history the selling of any given product or idea has been achievable by establishing speaker or product credibility. If there was even the slightest inclination of a fallacy in a speaker’s credibility his entire message was useless and deemed irrelevant. Today we see an enormous amount of bogus material that claims to be credible just because it is on the Internet, or on television. We see a majority of the population succumb to their gullible instinct because it is readily available and easy to grasp information. This form of credibility is a far cry from the root definition of the concept in Aristotle’s Rhetoric. Through out this analysis I will be explaining what ...view middle of the document...

My take on this statement is that people will perceive an idea as credible if they have been through a similar experience and know for a fact that the statement is true or common sense within the culture. Or that the speaker has clear evidence that his proclamation has been proven before or that there is evidence that there is truth because of prior knowledge and evidence that others have realized the same thing. Ethos in Aristotle’s Rhetoric works to explain how the credibility of the speaker is very dynamic, the fate of credibility is not only reliant on the speaker’s knowledge but also an appeal to the hearer’s emotions. Through out my next segment I am going to be explaining how the weight loss infomercials for xenadrine and hydroxycut use their sex appeal to establish credibility and manipulate their audience rather than the information.
The artifact I am going to be comparing Aristotle’s perception of Ethos to be the popular weight loss infomercials for the products xenadrine and hydroxycut. These companies offer dietary supplements that supposedly help increase rapid weight loss. These infomercials are very popular amongst the American media because of their portrayal of an easy method of weight loss that requires no real laborious activity.
These commercials claim that they are the number one weight loss supplement brand in America; it is impossible to have two number one weight loss companies in America. The way these commercials appeal to their audience is by showing user testimonials of before and after pictures. They show that now skinny ripped guy as a once obese man to prove that the product is effective and credible. Another way of proving the companies’ credibility is having a doctor approve of the product without actually claiming how the product works or what sorts of compounds are in these weight loss supplements.
These products are known to use statements such as “the key ingredients are clinically proven to help people lose weight” but mention nothing of the potentially harmful side effects of the product. These tactics are all a matter of creating spontaneous credibility. These companies just want people to...

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