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The more you know about confidence-building techniques in advertising, the more sensitive you will be about the "image" you project in your own writing.

Aristotle emphasized that the ethos, the "image" projected by the persuader, was often the most effective means of persuasion.

Three key elements are required for a good image: the persuader must appear be expert, sincere, and benevolent.

These qualities can be explicitly asserted, or (more commonly in advertising) implicitly suggested by words and nonverbals, such as smiles, warm voice tones, and friendly faces.

Most ads emphasize sincerity ("trust me") and benevolence (being "on your side").

In exposition, however, usually it is most important for the writer to project the image of expertise.

If, as a writer, you have such expertise and credentials, then use them to your advantage. If not, then use other means to build confidence in your writing.

Demonstrate your expertise. For example, make it self-evident by means of careful attention to detail, clear and coherent writing, strong organization, and good sources and authorities cited.

Ads also make extensive use of brand names, trade marks, and other credentials to build confidence.

Expository writers frequently can also cite outside authorities and personal credentials as appropriate ways of confidence-building.