Final answer:
Ethos is an appeal to ethics that helps establish the credibility of the writer or speaker in rhetorical terms.
Step-by-step explanation:
Ethos is an appeal to ethics, which, in rhetorical terms, helps establish the writer's or speaker's credibility. You must establish credibility with your audience so that they feel they can trust what you say. Ethos often invokes the speaker's character and qualifications on the subject. Speakers may strengthen their ethical appeal by sharing personal experiences, targeting emotional concerns, and using devices that draw attention to their claims.