The audience is rightly persuaded by more touching character or behavior of the rhetor without being an obvious moral thing. Ethical and emotional appeals help in boosting attachments and ethos. A character proof of practical wisdom, moral virtue, and goodwill are good signs of persuasions that are more attracted to the audience. In addition to the logical appeals, the rhetor must add ethical and emotional appeals to get the audience.
The appeal to the character is ethos, and the figure is appealed to incorporate ethical requests to perceive a desired behavior of the rhetor. This is without being prominent in adherence to his moral obligation. The character is of the rhetor who is to present his view to the audience.
Morals are of close relation to ethos. The moralistic appeal is when the rhetor appeals to the audience with values existing in them and tries to express to them how they fit their existing values while ethos is the rhetors character being portrayed to the audience.
Aristotle explains in the Rhetoric that there are three characteristics we find persuasive when seen in a rhetor: practical wisdom (prudence), moral virtue, and goodwill.
The rhetor can assist the audience by enabling them to get the judgment right. This will help them decide prudently on matters political, legal, and ceremonial with the right advice.
It is an intellectual, as opposed to moral virtue. A person who deliberates well has proper wisdom. A person who can ascertain what goods or goods to strive for and how best to achieve them has practical knowledge.
Real honesty requires courage to express opinions, intellectual capacity to best judge, morals to view the reality and physical to stand out.
Rhetor has to aim in sharing the benefits with the audience to avoid the disturbance the audience could get if they discover the rhetor benefited much than them. They should also portray an act of goodwill to the audience to show they want the best for the audience too.
The rhetor is true to prudence, virtue, and friendship and doesn’t undermine the audience for advantage improperly understood, which in turn helps the audience understand.
The rhetor must be a civic friend to the audience and want the audience right for the audience’s sake. This is to ensure that the audience understands him or her on the decision.
Robert F. Kennedy employed a higher level of character addressing his audience after the killings of Martin Luther King. He has begun by telling people he was going to give a minute speech, which had to capture people’s attention because he felt morally and ethically devastated by the bad news. He emphasized to people how important were Martin Luther King in his cause for people of the United States. In an ethical appeal, he addressed people as peace lovers who would help calm the situation.
In his address, he appealed to the audience to legally take action against the people who had committed the crime. Robert told the audience how one of his family members had been a victim of the same and how he felt about it but had to keep calm for peaceful purposes. He utilized his practical wisdom and encouraged people to keep the love and compassion towards one another and a feeling of justice to those who suffer in the country. He asked the audience as he had fully engaged and captured them to their benefit and his ruling to pray for everyone and the country. Kennedy became wise and took care of the peoples’ trust in his country, calming the situation with his ethos.