Ethos is a rhetorical appeal that refers to the credibility or trustworthiness of the speaker or writer. It is one of the three primary appeals in persuasive writing or speaking, along with logos (appeal to logic) and pathos (appeal to emotion).

Ethos is established by presenting oneself as knowledgeable, trustworthy, and reliable. It can be established in a number of ways, including through education, experience, expertise, professional accomplishments, reputation, and personal character.

For example, a doctor discussing a medical issue is often perceived as having ethos due to their professional education and experience in the field. A celebrity endorsing a product may have ethos due to their reputation and perceived trustworthiness.

In persuasive writing or speaking, the use of ethos can be an effective way to build credibility and persuade an audience to accept a particular point of view or take a specific action.

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