What does 'ethos' refer to in rhetorical terms?

In rhetorical terms, 'ethos' refers to an appeal to credibility or character. This concept is integral to persuasion, as it establishes the speaker's or writer’s authority and trustworthiness on the subject matter. When a speaker demonstrates a strong ethos, they create a sense of reliability, which enhances their ability to persuade the audience. This can be achieved through showing expertise, experience, or moral integrity, thereby encouraging the audience to consider the arguments presented more seriously.

For instance, a speaker with relevant qualifications or personal experiences related to the topic they are discussing will likely engender more trust and respect from their audience, making them more receptive to the message being conveyed. Ethos is essential in convincing an audience not just through the content of the argument but also through the perceived character of the one making the argument.