What does "ethos" refer to in persuasive communication?

In persuasive communication, "ethos" refers to the credibility or character of the speaker or writer. It is the appeal that establishes trust and ethical authority in a message. When an audience perceives the communicator as credible and trustworthy, they are more likely to be persuaded by the argument being presented. Ethos involves demonstrating expertise, moral character, and reliability, which can significantly influence the effectiveness of persuasive efforts.

By prioritizing ethos, a communicator can engender respect and confidence in their viewpoint, ultimately enhancing the persuasive impact of their message. For example, a speaker with relevant qualifications or experience related to the topic at hand is more likely to convince their audience of their arguments. This emphasis on character distinguishes ethos from other persuasive strategies such as emotional appeal or logical reasoning, which focus on feelings and rational arguments respectively.