The study begins with an overview of the 1948 political situation, followed by the evaluation of Truman's use of ethical appeal using criteria developed by Thonssen, Baird, and Braden. Each of their three constituents of ethical appeal--character, sagacity, and good will--is applied to four speeches. Results of the analysis establish that Truman utilized a strong ethical appeal during the campaign. Conclusions are that his use of ethical appeal probably had a significant effect on the voters of America. Regardless of the quality of his use of pathos or logos, a less capable use of ethical appeal would probably have had a fatal effect on his campaign.