Language is more than just a means of communication, it is also used to inform and persuade. Use of right words can be captivating while in contrast, use of wrong words can be devastating. The right words make things come to life more, bringing in extra energy, and making them persuasive. The more skilful individuals are in the language they use, the more convincing or persuasive they become. Words influence our perception, attitudes, beliefs and emotions. Language skills are directly related to earning power. The most successful people use language in a way that invokes vivid thoughts and feelings in audiences (Robert & Seister, 2010) .
Persuasion is not always considered ethical. It may be considered unethical if it is done with the aim of personal benefit at the expense of others or without their knowledge. Various methods of persuasion are considered unethical such as coercion, brainwashing and torture. Other than these methods, the line between ethical and non-ethical persuasion methods is not clearly set. Ethical persuasion has the following objectives; explore the other person’s viewpoint, explain one’s viewpoint and create resolutions. This process requires input from the audience and an honest explanation of one’s thoughts and views (Robert & Seister, 2010) .
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To ensure one is using ethical language and strategies, three appeals are used namely ethos, logos and pathos. When used appropriately, speakers manager to reach their persuasive goal. Ethos involves persuading the audience by utilizing the integrity of the speaker. Ethos is based on the persona of the speaker, which is built on credibility and reliability. Ethos shows the public that a speaker is conversant with the topic under scrutiny. Logos involve using reason to prove the speaker’s argument (Robert & Seister, 2010) . Logos is based on using facts and logic to convince a person to accept your reasoning. Pathos involves persuading by appealing to their emotions. It relates to the audience only if they have an emotional or personal connection with the matter being discussed.
Reference
Robert, G., & Seister, J. (2010). Persuasion, social influence, and compliance gaining (4th ed.). Boston: Allyn & Bacon.
