It's not what you say but how you say it
What makes a credible speaker? How do we as an audience define credibility? Is this the same for all, or do we each have certain criteria that help us decide which characters are credible? Credibility falls under ethos, and in essence helps an audience decide whether a speaker is one to be trusted enough to be listened to. Much credibility can be linked to one's observation of one's visual and auditory senses, i.e. what the speaker looks like and how their voice sounds, but could one's credibility also be formed from what they say and how they say it? Both have an effect on one's creditability, but the written word taken by itself and the analysis of words, there organization, and their effect on audiences credibility can give much incite to how one forms ethos. This concept was referred to in ancient Romans times as decorum and describes the agreeable of a speaker and their audience (Heinrichs 46). This can take many forms, from hand gestures to clothing to image, all contributing to how agreeable they seem to their audience. A speaker should "act the way your audience expects you to act-not necessarily like your audience" (Heinrich 46). This is a different philosophy then what is common thought of as acting like your audience. In some instances one would act differently than what the audience is, but in lockstep with what they envisioned the speaker looking like. i.e. a group of medical salesman listening to a doctor. He would be more persuasive in a doctor's coat with a stethoscope on rather then the similar suit and tie the salesmen might be wearing. Other times it might be good for a speaker to match their audience to show how his is one with them. i.e. a businessman speaking to farmers might wear jeans and boots vs. his boardroom suit. This creates the image that he is just like his audience and understands their needs and concerns. A miss measurement of decorum could make the speaker's character in question and message not heard. If this is measured correctly, and you "get the group to identify with you, and you have won half the persuasion battle" (Heinrich 54).
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