Ethos—a rhetorical device that refers to the credibility or ethical appeal of the speaker.

Ethos is crucial to persuading an audience, as it helps establish trust and authority.

Ethos is credibility.

A doctor discussing health matters typically has strong ethos due to their medical background. Their education and expertise makes their advice more trustworthy and persuasive.

Another aspect of ethos is revealed by the way someone conducts themselves. A speaker who shows respect and knowledgeability through their speech demonstrates their ethos.

When preparing for a presentation or speech, how you can build your ethos?

Are you demonstrating expertise?

Are you conveying your message honestly and authentically?

Being vulnerable—sharing a time you failed—can build your ethos.

Citing case studies and testimonials can build your ethos.

And you’ll hear “Ethos” discussed along with its sisters, “Pathos” and “Logos”—the three classical modes of persuasion.