UK’s Prime Minister, Boris Johnson starts of his first speech as PM (July 2019) by paying tribute to his predecessor, Theresa May and thanking her for her service.
In continuation, he mentions the critics of Brexit are wrong. After which he initiates his vision for Britain, stating that October the 31, Great Britain will be leaving the EU.
Boris Johnson gets his points across by the usage of Pathos and Ethos. These forms of appeal help Johnson in the way that Ethos builds credibility for himself
Pathos makes him seem empathetic and shows him understanding Britain’s problems from an average citizens perspective. Since this is Boris Johnson’s first speech as prime minister
he needs to establish himself as a trustworthy and competent leader. This is why numerous of Boris Johnson’s statements build credibility which translates to ethos for himself.
For example, when talking about his role as Prime Minister and taking responsibility. “I will take personal responsibility for the change I want to see.” (ll. 35-36).
Additionally, Boris Johnson creates ethos for himself by using the government’s credibility to further establish himself as reliable.
He does this when speaking about the EU nationals living and working in Britain, “I can assure you that under this government you will have the absolute certainty of the rights to live and remain” (ll. 63-64).
Boris Johnson also wants to be seen as compassionate and caring, which is why he addresses problems such as healthcare and education.
Which are both topics bound in feelings, education for our young and healthcare for everyone.
Which helps him convince the audience by creating an emotional response.
Due to the fact that Boris Johnson is the prime minister at the time of the speech he mainly presents his views using a formal style of language.
Which is fitting since his role is what it is, and he is handling some very serious topics such as Brexit.
Even though he mainly presents himself formally he occasionally makes use of some informality in the speech.
Most notably (l. 12) “no ifs or buts” and (l. 9), informal language such as this, when appropriately used can make it easier for the audience to feel like they are on the same wavelength as Johnson.