The use of ethos in persuasive settings has always been a powerful tool in public speaking, especially by those in power and in businesses. Kenneth Burke’s Pentad plays a primary role in persuasive situations, particularly when we as scholars try to dissect and understand specific aspects of a speech situation. In this essay I used Burke’s Pentad as a framework to explore Steve Jobs’ use of, as I term it, “internal and external ethos” as not only a persuasive mechanism, but also as a force to build his persona/mythological legacy.
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"Steve Jobs’ use of Ethos for Persuasive Success in His 2005 Stanford Commencement Address,"
Communication and Theater Association of Minnesota Journal: Vol. 41
, Article 6.
Available at: http://cornerstone.lib.mnsu.edu/ctamj/vol41/iss1/6