What does ethos refer to in persuasive communication?

Ethos refers to the appeal to credibility in persuasive communication. It involves establishing the speaker's or writer's authority and trustworthiness on the topic at hand. When a communicator effectively demonstrates their expertise, knowledge, or ethical standing, they enhance their credibility, making their arguments more persuasive to the audience. This is particularly important because an audience is more likely to be convinced by someone they view as credible, whether due to their experience, qualifications, or moral character. In persuasive contexts, ethos acts as a foundational element that supports the overall argument and can significantly influence how the message is received and interpreted by the audience.