What does ethos refer to in persuasive writing and speaking?

In persuasive writing and speaking, ethos refers specifically to the ethical appeal that emphasizes the credibility and trustworthiness of the speaker or writer. When a communicator effectively establishes their character, integrity, and authority on a subject, they enhance their persuasive power by gaining the audience's trust. This trust is crucial because it often influences how receptive the audience is to the arguments presented. A strong ethos makes the audience more likely to accept the standpoint being advocated, as they perceive the communicator as knowledgeable and reliable.

The other options represent different types of persuasive appeals. For instance, the emotional appeal relates to pathos, which engages the audience's feelings to elicit sympathy or passion. The logical appeal is aligned with logos, which involves presenting logical arguments and factual evidence to support claims. Lastly, the audience's reaction pertains more to the outcome of the persuasion rather than the method of persuasion itself, which is central to understanding ethos.