Forms of appeal

Ethos

Since this is Boris Johnson’s first speech as Prime Minister, he needs to establish himself as a reliable and competent leader. Several of Boris Johnson’s statements are meant to build ethos for him, his government, and the UK. For example, at the beginning, Johnson appeals to Queen Elizabeth II’s authority to create ethos around himself, gaining further legitimacy as Prime Minister: “I have just been to see Her Majesty the Queen who has invited me to form a government and I have accepted.” (ll. 2-3). 

In a similar manner, Johnson creates ethos by borrowing the authority of his government: “We in this government will work flat out to give the country the leadership is deserves” (ll. 113-114). However, he also creates ethos around himself by speaking about his role and stating: “I will take personal responsibility for the change I want to see.” (ll. 35-36). This suggests that Johnson is aware of his responsibilities as a leader and wants to appear reliable. 

Johnson generally wants to come off as competent and caring. This is why we see him addressing current issues in the UK, such as healthcare and education. He also explains h...