Abstract
This study aimed to 1) investigate persuasive techniques employed to establish a credibility and trust (ethos) in persuasive speeches, and 2) explore the techniques used in establishing a credibility and trust (ethos) in persuasive speeches. The rhetorical analysis was conducted to analyze Oprah Winfrey’s speeches divided into two scenarios consisted of the speech that delivered at Harvard University Commencement Ceremony in 2013 and the one at the 75th annual Golden Globe Awards. The Aristotle’s rhetorical theoretical framework was used to analyze focusing on ethos and persuasive techniques including similitude, deference, expertise, self-criticism, and inclination to succeed. The findings found that the notion of humility was primarily emphasized in both speeches of Winfrey by using the technique of deference. While self-criticism was more used in the Harvard University Commencement Ceremony speech, however it was not as prominent in the Golden Globe Awards speech. Additionally, it was observed that the characteristics of the audiences were also the principal role in choosing the techniques.
