Ethos

Building Credibility and Trust

Ethos, or the ethical appeal, is used to establish the speaker's credibility and trustworthiness. It is one of the three modes of persuasion identified by Aristotle. An individual builds ethos by demonstrating their expertise, good character, and goodwill towards the audience.

Test Your Knowledge

Answer the question to complete the challenge.

[Ethos] Which of the following is a key component of building ethos?

Using complex emotional language.

Demonstrating expertise and good character.

Presenting only a single viewpoint.

Making the argument as long as possible.