Ethos

Ethos refers to the credibility or trustworthiness of a speaker or writer. It involves establishing authority, expertise, and integrity to persuade an audience. When someone demonstrates knowledge, honesty, and ethical behavior, they build ethos, making their arguments more convincing. For example, a doctor speaking about health issues has strong ethos because of their medical training. Essentially, ethos is about earning the audience’s confidence so they are more likely to accept the message being conveyed.