To what does the rhetorical device ethos refer?

Ethos refers to an appeal to ethics.

Explanation:

Ethos means character and comes from the word ethikos, which means moral and moral personality. For speakers and writers, ethos is formed by the call to ethics and credibility and identification of the speaker with the audience. The speaker must be trusted and respected as an expert in the subject under review. For arguments to be effective, it is not enough to make logical reasoning. Content should also be presented efficiently to become trustworthy.

each year on this day, i make it a point to listen to dr. martin luther king jr.’s great “i have a dream” speech. it’s electrifying every single time.

the content of dr. king’s speech, his inspiring presence, and the moment in history all came together to make the iconic “i have a dream” speech the defining moment of the american civil rights movement. but there are several other reasons why this speech, delivered over 50 years ago, remains an example of one of the best speeches in american history.

since part of my job is to people become better presenters, i’ve noticed several techniques that we can all learn from and be inspired by in this magnificent speech.

it’s anchored in a powerful related location

in most cases, you can’t handpick the spot to give a presentation, as mlk did for supreme symbolic effect when he stood on the steps of the lincoln memorial and echoed the opening words of the gettysburg address (“five score years ago . . ). but you absolutely can amplify your message by adapting it to your setting and location.