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

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

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 who shows respect and knowledgeability through their speech demonstrates their ethos.

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

Are you demonstrating expertise?

Are you conveying your message honestly and authentically?

Being vulnerable—sharing a 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, “” and “”—the three classical modes of .