Final answer:
Ethos refers to the ethical appeal or credibility of a writer or speaker, which is crucial for persuasion and establishing trust with the audience. It involves demonstrating authority, character, and an understanding of the audience through professional tone, qualifications, and credible evidence.
Step-by-step explanation:
Ethos is a rhetorical concept that refers to the ethical appeal or the credibility of the author or speaker. It is an important part of persuasion because it establishes trust with the audience. To effectively use ethos, one must demonstrate their authority on the subject, their character, and their understanding of the audience's needs and values. This can be exemplified in different contexts, such as a writer presenting balanced and fair arguments or a speaker citing respected sources and experts.
In academic writing or speaking, ethos may be established through one's qualifications, the tone of the content, and the thoroughness of the research and evidence provided. For example, in a blog post on pollution prevention, the author might use data from credible sources and maintain a neutral tone to establish themselves as a knowledgeable and responsible figure in the field. Similarly, Smith's use of personal experiences and familiarity with the subject matter in his writings on discrimination helps to establish his ethos.