Forms of appeal

Barack Obama prefers using forms of appeal like ethos and pathos in his 2012  victory speech. 

Ethos

Barack Obama appeals to trust or authority whenever he wants to make himself, the audience, or the people mentioned in his speech appear trustworthy, skilled, caring, or knowledgeable. For example, he describes Joe Biden as a competent, skilled politician: “I want to thank my friend and partner of the last four years, America's happy warrior, the best vice-president anybody could ever hope for, Joe Biden” (ll. 46-48).

Also, Obama subtly reminds the audience of his achievements during his first term as US President, to construct legitimacy: “Our economy is recovering. A decade of war is ending.” (ll. 169-170); “…daughter whose long battle with leukaemia nearly cost their family everything had it not been for healthcare reform passing just a few months before…” (ll. 230-232)

Obama also presents himself as a grateful and caring man when he says: “I will always be grateful for everything that you've done and all the incredible work that you've put in.” (ll. 76-78); “And whether I earned your vote or not, I have listened to you. I have learned from you. And you've made me a better president.” (ll. 171-174). Here, Obama presents an image of hi...