Effective leaders match the tools of rhetoric to the five senses of the audience. For ethos, they mostly used to convey the writer's credibility and authority.
Ethos is an appeal to the speaker's credibility. The other two are logos and pathos, where logos is an argumentative parts where the speaker describes why what he says makes sense, and pathos is the appeal to audience's emotions.
This means custom or character in Greek and refers to man's character or personality especially in balance between passion and caution.
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