First off, in order to form any argument effectively, the audience must know the credibility of the rhetor. This is where Aristotle’s concept of ethos takes hold. The audience is much more likely to acknowledge and accept a person’s point of view if they are confident that they know what they are talking about. For example, Ron Paul on the opposing side, comments during the CNN Debate on January 19, 2012 when asked about universal health care saying, “Thank you, I thought maybe you were prejudiced against doctors or doctors who practiced medicine in the military or something” (Sweet). Ron Paul successfully utilized the concept of ethos. At the very beginning he informs every one of his credentials by saying he is a doctor, two different times in the first sentence. After all, healthcare is a doctors business. His status as a doctor automatically opens the audience to listen to him as someone who has worked first hand seeing and working through things other people have not. He further emphasizes his credibility by stating, “I have had the privilege to practice medicine in the early 60’s” (Sweet) toward the middle of the speech to remind us of his authority. There is even more ethos
Cited: Gerard A. Hauser, Introduction to Rhetorical Theory, 2nd Edition. Prospect Heights, IL: Waveland Press, 2002 "Remarks by the President in State of the Union Address." The White House. 27 Jan. 2010. Web. Washington. Chicago Sun Times, 20 Jan. 2012. Web. 1 June 2012. Thaler, Richard