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Aristotle’s 3 essential qualities of persuasive ethos

Presented with the following mnemonic:

cause
craft
caring

Virtue (cause) - the audience believes you share their virtues.

Practical Wisdom (craft) - you appear to know the right thing to do every occasion.

Disinterest (caring) - lack of bias, caring more for the audience’s interests more than your own.

chapter 6

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Aristotle’s 3 essential qualities of persuasive ethos

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