“Character may almost be called the most effective means of persuasion.”
- 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
“Character may almost be called the most effective means of persuasion.”
Explanation
In this quote, Aristotle emphasizes the importance of character (or ethos) as a key element of persuasion. He argues that people are more likely to be persuaded by someone they perceive as having good character, as it establishes trust and credibility. When a speaker or individual demonstrates integrity, wisdom, and moral virtue, their arguments become more compelling because the audience believes that the speaker has their best interests in mind and is genuinely trustworthy. Character, therefore, is not just about what is said, but who is saying it—moral authority and a reliable reputation make a message more powerful and persuasive.
This idea is highly relevant today, particularly in fields like leadership, politics, and public speaking. People are more likely to listen to and trust leaders or figures whose character is perceived as authentic, honest, and ethical. For example, a politician with a reputation for integrity and honesty will likely persuade voters more effectively than one whose character is called into question. Similarly, in business or personal relationships, trust is often the foundation of influence—when individuals act consistently with moral principles, their ideas and actions carry more weight.
For example, a manager who treats their employees with respect and fairness will be much more successful in leading them through difficult changes, compared to a leader who lacks credibility or demonstrates poor character. Aristotle’s insight underscores that true persuasion stems not just from logical arguments or emotional appeals, but from the perception of the speaker’s character, which plays a critical role in shaping how their message is received.
