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CHAPTER 17 - CHAPTER 17 ethos name used by aristotle for... This preview shows pages 1â2. Sign up to view the full content. CHAPTER 17 ethos name used by aristotle for what modern students of communication refer to as credibility credibility audience's perception of whether a speaker is qualified to speak on a given topic.
There are three different types of credibility. Initial credibility comes from a speaker's reputation and occurs even before the speech starts. A well-known speaker or a noted expert in a field will bring more initial credibility to a speech than someone who is unknown to the audience. Derived credibility is created by the content and delivery of the speech. Ideas that are organized and well supported with convincing evidence will enhance derived credibility as will a delivery that is practiced and engaging. Enduring credibility is the impression a speaker leaves with the audience.