Final answer:
Aristotle's concept of ethos refers to an appeal to ethics that establishes the speaker's or writer's credibility with the audience. It is a foundational component of persuasive strategies, relying on the authoritative and trustworthy presentation of the speaker.
Step-by-step explanation:
When Aristotle discussed establishing credibility, he referred to the concept of ethos, which is one of the three modes of persuasion. Ethos is an appeal to ethics and revolves around establishing the speaker's or writer's authority and trustworthiness to the audience. This appeal to credibility is rooted in the presentation of a believable, authoritative voice that gains an audience's trust by demonstrating the speaker's character and qualifications on the subject matter.
Aristotle theorized that features of the source of a persuasive message, including the credibility of the speaker and their expertise, significantly impact persuasiveness. Speakers may therefore strengthen their ethical appeal by highlighting their knowledge, experience, or connection to the subject at hand. Famous figures such as athletes or actors often employ ethos by leveraging their credibility or attractiveness when endorsing products.