“Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible. We believe good men more fully and more readily than others: this is true generally whatever the question is, and absolutely true where exact certainty is impossible and opinions are divided.”
- 384 BC – 322 BC
- Originating from Macedonia in ancient Greece
- Philosopher and scientist, founder of the Lyceum academy
- A student of Plato, he constructed systematic knowledge in logic, biology, politics, ethics, etc., and had a major impact on the development of Western thought and science
Quote
“Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible. We believe good men more fully and more readily than others: this is true generally whatever the question is, and absolutely true where exact certainty is impossible and opinions are divided.”
Explanation
In this quote, Aristotle emphasizes the critical role of ethos, or the character of the speaker, in persuasion. He argues that people are more likely to be persuaded by someone they perceive as credible, trustworthy, and morally good. This is especially true in situations where there is no absolute certainty or where opinions differ, making the speaker’s personal integrity the deciding factor in how their message is received. In essence, credibility becomes a tool that shapes how the audience interprets the argument itself.
This idea is still highly applicable today, particularly in the fields of politics, advertising, and leadership. When a leader or public figure presents their views, the audience’s judgment is often influenced by their perception of the speaker’s character. If the speaker is seen as honest and ethical, their message is more likely to resonate, especially in times of uncertainty or conflict, where facts alone might not be enough to convince people.
A modern example can be seen in political campaigns, where candidates often focus on building a strong personal brand to connect with voters. Voters tend to trust candidates they believe are genuine, and their opinions are swayed by the candidate’s perceived character rather than just their policies or promises. This demonstrates how Aristotle’s insight into persuasion remains a fundamental principle in human communication and decision-making.
