“No ethos, pursued without thought or mercy, is ethical” – Janet Morris
When it comes to persuading others, facts alone aren’t always enough. That’s where ethos, pathos, and logos come in. These three tools, first explained by Aristotle, help speakers and writers convince an audience. Ethos focuses on trust—it shows the audience that the writer or speaker is credible, honest, and worth listening to. Pathos appeals to emotion by tapping into feelings like joy, anger, or hope. Logos, on the other hand, uses facts, logic, and clear reasoning to build a strong case.
This blog explores how ethos works in different settings—from ads and politics to literature and public speaking. You’ll learn what ethos means and how to use it effectively. Whether you’re preparing a speech, writing an article, or just trying to make a strong argument, understanding ethos can help you communicate with more impact and clarity.
What is Ethos in Rhetoric: Key Takeaways
- There are three core tools of persuasion. Ethos builds trust, pathos appeals to emotion, and logos relies on facts and logic. Using all three rhetorical strategies helps deliver stronger, more balanced messages.
- Ethos is about trust and character. You gain trust by showing your expertise, acting with fairness, and proving you care about your audience’s needs and values.
- You can spot ethos by watching how trust is built. Look for credible sources, experience, fairness, a respectful tone, and symbolic authority like professional titles or settings.
- To use ethos well, be relatable and honest. Share real examples, use reliable data, and connect with your audience’s values. Speak clearly and tailor your message to show that you understand and respect them.
Rhetorical Strategies: Ethos, Logos, and Pathos
There are three modes of persuasion described by Aristotle. These rhetorical appeals are powerful tools used by writers and speakers to convince their audience. A strong message often uses a balance of all three.
Ethos is about trust and credibility. It shows the audience that the speaker or writer has the right background, knowledge, or experience to talk about a topic. This can include sharing personal experience, using credible sources, or simply showing fairness and honesty. When done well, ethos helps the audience feel confident in what the speaker is saying.
Pathos appeals to emotions. It aims to connect with the audience by making them feel something—like joy, anger, sadness, or hope. Storytelling, vivid language, and personal examples are often used to create this emotional bond. It helps make the message relatable and memorable.
Logos focuses on logic and reason. It uses facts, statistics, examples, and clear reasoning to support the argument. A strong logical appeal avoids faulty assumptions and builds a case that is easy to follow and hard to refute.
Not every situation calls for all three appeals, but using them in balance is usually the most convincing approach. Relying too much on one—like only using emotional appeal or only citing authority—can weaken the message. When used together thoughtfully, these three tools help create powerful, persuasive communication.
Ethos: Definition and Examples
Ethos is one of the three main ways to persuade an audience. It means using credibility, character, or trust to make your message more convincing. When someone uses ethos, they are trying to show that they are honest, qualified, or experienced enough to speak on a topic.
The word “ethos” comes from ancient Greek and means “character” or “custom.” It shares a root with “ethics,” which deals with right and wrong. So, ethos often involves showing that the writer or speaker has good morals or strong values. This can make the audience more likely to believe them.
For example, if a doctor talks about health issues or a former banker writes about the stock market, they are using ethos to prove they know what they’re talking about. In advertising, ethos can show up when a respected figure, like a celebrity or expert, supports a product. That endorsement helps build trust with the audience.
In short, ethos helps persuade by building trust and showing authority. The more reliable and ethical you seem, the more people will listen to what you say.
Key Elements of Ethos
Ethos is all about showing your audience that you are worth listening to. According to Aristotle, there are three main parts of ethos: phronesis (expertise), arete (good character), and eunoia (goodwill). These elements help a speaker or writer appear credible. Here’s how they work:
- Phronesis (Expertise): This means showing that you know what you’re talking about. It can come from education, job experience, or personal insight. Using solid examples, data, and reliable sources also supports your knowledge and builds trust.
- Arete (Character): This is about moral values and clear reasoning. A well-organized message that follows a logical flow shows the audience that you’ve thought things through and are being honest in your argument.
- Eunoia (Goodwill): This is when you show your audience that you have their best interests in mind. Being likable and sincere helps make your message more convincing because people are more likely to trust someone who seems to care about them.
Other modern ways to build ethos include:
- Authority: Holding a respected position, like a CEO or professor, can add to your trustworthiness.
- Trustworthiness: Being fair, neutral, and honest—especially when you don’t benefit personally from your message—makes you more believable.
- Similarity: Finding common ground with your audience helps them relate to you. People tend to trust those who share their values or experiences.
Together, these qualities form a strong foundation for ethical communication.
Importance of Using Ethos
Using ethos is key when trying to win an audience’s trust. Politicians, activists, and advertisers rely on it because people won’t be persuaded if they don’t believe in the speaker’s credibility or moral character. If an audience questions a speaker’s honesty or authority, the message loses its power.
In fiction, ethos plays a different role. Writers often use it to show how characters view each other, what values they hold, and why they act the way they do. It helps readers understand the deeper layers of a story.
Establishing ethos is also vital when creating a narrator. A believable narrator helps a book feel honest and credible. If a narrator seems unreliable or unlikable, readers may feel misled or frustrated, which can make the story hard to follow. Even when writing an unreliable narrator, authors must first build trust before gradually breaking it. In short, whether in real life or fiction, ethos is what makes people listen—and believe.
What is an Ethos Appeal? Identifying the Signs
To spot ethos in a speech, article, or ad, look for signs that the writer or speaker is trying to build trust and show credibility. Here are a few things to watch for:
- Credible sources: Do they back up their points with facts from trusted sources? Think peer-reviewed journals, government reports, or major publications like The New York Times. Reliable sources signal that they’ve done their homework.
- Credentials and experience: Do they mention their background or qualifications? A medical expert citing years of research, or someone sharing a personal story that connects to the topic, is using ethos to earn your trust.
- Fairness: Are they looking at both sides of an argument? Someone who acknowledges other views, finds common ground, and then explains their position carefully shows they are thoughtful and balanced.
- Respectful tone: Do they treat others kindly, even those they disagree with? Respect adds to their character and makes their message more credible.
- Symbolic authority: Are they using visual or symbolic cues to appear credible? A speaker standing in front of a flag or a historic monument may be borrowing the authority those symbols represent.
In short, ethos is all about trust. Look for signs that the person knows what they’re talking about, plays fair, and treats others with respect.
Tips to Use Ethos Effectively
Using ethos in your speech or writing isn’t just about listing your achievements — it’s about building trust and showing your audience that you understand them. Here are some easy tips to use ethos effectively:
1. Show, don’t just tell. Instead of saying you’re an expert, tell stories from your life that prove your experience. Real-life examples build trust more than bold claims ever will.
2. Be relatable. Share personal moments, challenges, or beliefs that reflect the values of your audience. When they see you as someone who gets them, they’re more likely to listen.
3. Use credible sources. Back up your claims with facts, studies, or expert opinions. This shows that your argument stands on solid ground.
4. Build common ground. Point out shared goals or values. People are more likely to trust someone they feel aligned with.
5. Speak clearly and professionally. Use good grammar, avoid slang, and organize your message well. Clear communication makes you seem more capable and trustworthy.
6. Know your audience. Tailor your message to match their interests, concerns, and preferred communication channels. Authenticity and emotion go a long way in connecting deeply.
Ethos works best when people feel they’re hearing from someone real, honest, and knowledgeable.
Ad Hominem
Ad hominem is a fallacy in which a person attacks another person’s character instead of responding to their ideas. Rather than debating an issue directly, the speaker tries to weaken their opponent’s credibility by calling them names, questioning their morals, or labeling them in a negative way. For example, calling a politician “out of touch” instead of addressing their policies is an ad hominem move.
While it might seem like a clever way to win over an audience, using this tactic can actually hurt your own trustworthiness. It makes your argument look weak because you’re dodging the real issue. It also raises questions about your own character, since you’re choosing insults over respectful debate.
In persuasive speaking or writing, it’s more effective—and more ethical—to respond to what others say with solid logic and evidence. Focusing on the facts builds your ethos and keeps the conversation respectful. Remember, strong arguments don’t need cheap shots.
What is Ethos: Examples
Ethos, or ethical appeal, is everywhere—from advertising and speeches to literature and social media. It helps establish trust by showing that a speaker, writer, or brand is reliable and knowledgeable.
In advertising, examples of ethos often appear through celebrity endorsements, expert testimonials, and brand awards. For instance, LeBron James stars in a Nike ad where his career journey mirrors the brand’s values, even though the company branding barely appears. Similarly, Taylor Swift endorsing DirecTV—with her cats—gives the brand a fun and credible vibe. Ads can also fail when ethos is misused, like the Kendall Jenner–Pepsi ad, which was widely criticized for being tone-deaf despite its star power.
In business or personal branding, companies build ethos by sharing honest stories and values. A fintech startup might highlight real customers who’ve achieved their goals. Brands like HelloFresh connect with audiences by focusing on shared experiences, like cooking at home.
In literature, authors establish ethos by creating reliable narrators. Nick in The Great Gatsby builds trust by describing his neutral outlook. John Galt in Atlas Shrugged enhances his credibility by presenting himself as self-reliant and moral.
In the courtroom, ethos shows in how a lawyer presents facts, treats people with respect, and maintains transparency. A well-prepared, honest lawyer earns the jury’s trust.
In politics, Mitt Romney spoke of his business background to show leadership skills, while John Kasich highlighted his working-class roots to connect with everyday Americans. Winston Churchill connected with U.S. lawmakers by sharing his belief in democracy, influenced by both British and American ideals.
On a budget, smaller brands use relatable figures—like expert Bruce Grayson in an Oil of Olay ad or everyday mall owners in local commercials. These people may not be celebrities, but their authority and sincerity make the message trustworthy.
Across all these fields, ethos works by proving that the messenger is someone worth listening to.
Wrap-up: What is Ethos in Writing
Ethos is all about trust. It’s a way to make your message stronger by showing you’re someone worth listening to—whether through experience, honesty, or shared values. From ancient Greek roots to modern-day ads and speeches, ethos has always helped people connect with their audience in a real, meaningful way. It works best when it’s shown, not just claimed. Sharing personal stories, using credible sources, and treating others with respect all help build that trust. Ethos shows up in everything from courtroom arguments to brand campaigns, and it plays a key role in both persuasive writing and public speaking. When used well, it helps people see you as informed, fair, and sincere. And in a world full of messages competing for attention, being seen as credible can make all the difference. So, whether you’re crafting a speech or posting on social media, leading with ethos helps your voice stand out.
What is Ethos in Persuasion: FAQs
1. What is ethos, pathos, and logos?
They are three methods of persuasion. Ethos builds trust by showing the speaker is credible and fair. Pathos appeals to emotions like hope or anger to connect with people. Logos uses facts, logic, and clear reasoning to make a strong case.
2. What is one way to appeal to ethos?
One simple way to use ethos is by sharing your experience or background. For example, a doctor speaking about health or a teacher discussing education helps show they know what they’re talking about.
3. What is ethos in simple terms?
Ethos means trust. It’s about showing you’re honest, knowledgeable, and care about your audience. If people believe in your character, they’re more likely to believe your message.
4. Why is ethos important in communication?
Without trust, your message loses power. Ethos helps people feel confident in what you say—whether in speeches, ads, or writing—by showing you’re worth listening to.
Trust Your Message to the Experts at Prezentium
If your goal is to create presentations that persuade and build trust, Prezentium is here to help. We bring ethos to life by combining real business insight, strong storytelling, and thoughtful design. Whether it’s an Overnight Presentation delivered before the next business day starts or expert support through our Accelerators service, our team helps turn your ideas into polished, credible slides. We don’t just make things look good—we help you earn trust. Our Zenith Learning workshops also train your team in using structured thinking and visual storytelling to build trust and connect with any audience. With every project, we focus on expertise, clarity, and character—because that’s what ethos is all about. Let Prezentium help you create presentations that not only inform but also inspire confidence.