Ethos describe the principles or guiding values of a society, nation, or ideology. It is a Greek word which means “character”; thus, it shows the identity of an individual or a group through their core beliefs. For instance, the ethos in collective cultures usually emphasize respect and solidarity. In rhetoric, ethos is a mode of persuasion which highlights the speaker’s authority and credibility. Particularly, Aristotle explained that the ability to show that you know what you are talking about, the confidence of your “character”, helps in persuading the audience.

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