From chapter three in the very beginning was the piece about Tata Nano and his newly created vehicle the "nano". The use of ethos here is to catch the whole worlds attention and even people who are already owners of a vehicle. His new vehicle is not only $2500 but it also is a vehicle that is earth friendly. With many people in the world who are eco-friendly, a strongly worded motto of "Green Matters" and this car being so affordable that it is likely that it will attract customers. He uses ethos to create an argument about the character of his company and that he and his company will live up to, or even exceed promises. These promises of works to improve the cars performance, durability and going green qualities. By being able to make this argument, Tata Nano is appealing to many of our current concerns of how Americans need to reduce waste production and save energy if we are going to avoid damage to our planet that we cannot take back.
It is known that audiences pay attention to ethos in an argument and to the values it represents. Usually, many of us have to respect the authority, admire the integrity and motives of others before we can accept their words and images. As in the Tata motors case, character alone may not carry an argument. The really low price may work against them due to buyers looking for social status rather than being a person who drives a fuel efficient vehicle.
This leads us to how arguments based on character work. When we need to answer serious questions we don't usually answer them ourselves, we go to see a professional for wise and well informed advice. When it comes down to less important matters we people tend to let equally knowledgeable people guide us.
The Tata Nano is definitely a decent appeal to ethos, what with its consistent veiled outrage at human consumption and dependence. The man who peddles these buggies consistently comes from a place of authority with a message that most of us can easily relate to. In fact, I was following your argument perfectly until you described the Tata Nano as potentially impotent due to a low price tag subtracting from the social appeal. It was of my opinion that, much like many cars Ford has released in Europe, the Tata Nano was never designed to see American shores. Americans do not buy small, efficient cars, especially not when we can afford to put things on a credit card for years at a time. I believe the main appeal of the Nano comes from its potential for markets like India, where the crowded streets cry not only for a smaller, more efficient design, but a vehicle that the average Indian family can afford. Additionally, while we complain of high gas prices here, the cost is practically inconsequential when compared to most places around the world where gasoline costs more than the equivalent of 5 USD per liter. I believe that one should never stop questioning the sources of ethos, and that even letting "equally knowledgeable people" guide our decisions can lead to danger and nescience.
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