Ethos
It's clear that ethos is the "hidden persuader." It's the more subtle element of argument. A good ethos convinces you that there was no argument in the first place without you consciously being convinced of anything.
Take for instance, Ogletree's piece. As he argues in favor of affirmative action in Stanford University, he tells you more and more information about his life that suggest that you, a probably uninformed or inexperienced reader, don't have any background relevant enough to contribute to this issue. Is it excluding you? No. It's making you a student. It suggests that you should make decisions based on what he, the informed, thinks. And that is exactly what an ethos is supposed to do.
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