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4.1 Advertisements
BedMATCH is a patented diagnostic system that can judge the mattress bestsuited for a customer’s body type and sleeping position. The product is powered by“Sleep to Live” institute, an innovator in sleep science and technology in America. Itis produced to help people pick up the right mattress and promote quality sleep. Thisadvertisement is taken from youku,originally a video introducing the product and persuading retailors to buy this salestool to attract customers. For our concern, the language used by the narrator will be thefocus. The following analysis will reveal how “Sleep to Live” attempts to persuadeaudience to trust bedMATCH through presenting their good sense, good moralcharacter and goodwill.

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CONCLUSION

This paper sets out to clarify the key elements of ethos and their respective basicsub-elements, so as to justify a concise hierarchical system of ethos--with an easieroperability. Based upon the analyses of the available researches on ethos, this inquirytentatively proposes a new model of ethos interpretation with Aristotle’s elements ofgood sense, good moral character and goodwill, enriched respectively by threesubelements for each: good sense (experience, expertise, authority); good moralcharacter (justice, honesty, stateliness); goodwill (understanding, empathy,responsiveness). The principles of the component extraction are justified in thetheoretical framework to ensure the validity and operability of the model. In the corechapter, six texts of three genres (advertisement, preface and speech) are carefullychosen and analyzed in detail to test the effectiveness and applicability of the newethos model. Rhetors in these texts are found to have demonstrated various finequalities presented in the model to win their audience’s trust or support. Covering mostof the key ethical qualities, this model proves to be facilitating in analyzing thepersuasiveness of ethos in a text.
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