What does ethos refer to in communication?

Ethos refers to the credibility of the speaker in communication. It is an essential component of persuasive discourse, where the speaker's authority, expertise, and ethical appeal influence the audience's perception and acceptance of the message. When a speaker demonstrates credibility through knowledge, experience, and a trustworthy demeanor, they enhance their ability to persuade and connect with the audience effectively. Ethos is one of the rhetorical appeals identified by Aristotle, along with pathos (emotional appeal) and logos (logical appeal), and emphasizes the importance of the speaker's character and trustworthiness in establishing a strong connection with the audience.