Rhetorical Appeals
Ethos: Fairness and Balance
Build credibility by acknowledging different perspectives and potential objections.
What it is
Before & after
“Biased presentation: "Option A is perfect while Option B has nothing but problems" (one-sided)”
“Balanced approach: "Option A offers faster implementation but higher costs, while Option B requires longer setup but delivers better long-term value"”
When you’ll use it
Strategic decisions: Presenting both benefits and risks of proposed initiatives with equal thoroughness and objectivity
Vendor evaluations: Fairly comparing competitors'' strengths and weaknesses rather than only promoting preferred options
Policy discussions: Acknowledging legitimate concerns from different stakeholder groups before advocating for specific approaches
Performance assessments: Recognizing both achievements and areas for improvement with balanced, specific examples
Pro tip
Acknowledge opposing views before presenting your stronger case.
Questions & answers
3 questionsLearn more
Practice this concept
Practice persuasive speaking
Apply rhetorical appeals in your own speech and get AI feedback on credibility, emotional resonance, and logic.