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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.
A powerful form of presented credibility is a glowing reference from other people who themselves have high credibility. This is often done when a known person introduces a person who is not known. Things that add to presented credibility include: 1  High qualifications, such as a PhD or degrees in multiple subjects.nlike simple trust, which is often given until a person is found untrustworthy, credibility often has to be earned, and people will look first to indicators such as achievements in education and employment, then to their first-hand experience of your presentation.