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946: Michael McQueen | Mastering the Art of Changing Minds
The Jordan Harbinger Show
The Importance of Ethos in Persuasion
The speaker learned the importance of ethos in persuasion from a childhood experience of successfully selling newspapers by involving a popular friend. He highlights Aristotle's three foundations of rhetoric: logos, ethos, and pathos. While logos and pathos are commonly utilized, ethos, defined as argument by credibility, is crucial in building affinity and credibility. Unlike logos and pathos, ethos is perceived by others and relies on how credible, trustworthy, and likable the communicator appears. It emphasizes the need to communicate in a way that engages others and builds credibility, rather than solely relying on logical or emotional appeals.
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