What three conclusions does the textbook draw about positive ethos? Discuss how important ethos is to the audience forming a positive impression of a speaker.

What will be an ideal response?

- An audience's judgments about a speaker's character can be quite detailed.
- Judgments about character are made quickly.
- Assessments of ethos are durable.
- The creation of positive ethos is just as important as having a clear statement of purpose. If listeners do not perceive you as an honest and trustworthy person, they are not likely to take seriously what you say.