In doing so, this inherently appeals to the character of the reader ű the ethos. Primarily, the authors offer many examples of Bush remaining true to his convictions, despite contradicting opinions from advisors or polls (44-45). In fact, Bush, himself, made character the issue in the election by ˘betting the ranch÷ that what the American people wanted was strong and decisive leadership ű something his opponent had a hard time convincing the American public he could provide (Dickerson and Gibbs 40).
In attempting to persuade the reader by appealing to emotion ű the pathos ű Dickerson and Gibbs argue that Bush was, in effect, still the ˘outsider÷ in Washington, despite being the incumbent, and very much the underdog. Because he made a point to stop at the small, ˘insignificant÷ towns along the campaign trail, however, he was able to make a big impact on those voters (Dickerson and Gibbs 43). Readers relate to the notion of the underd