Aristotle called the “controlling factor” in compelling speechmaking.

According to Aristotle the Ethos deals with the character of speaker and the speaker should appear credible during public speaking. He considered competence, good intention and empathy to be necessary for a speaker to appear credible. The ethos is transmitted through self portrayal, mostly through nonverbal and verbal factors, so a speaker should be aware of both verbal and nonverbal factors. He also said that there is no good or bad self portrayal as it depends on the context.

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