What does the rhetorical concept 'ethos' refer to?

• A. The Audience's Emotions
• B. The Speaker's Credibility or Character
• C. The Logical Structure of the Argument
• D. The Setting of the Speech

Answer: (B)

Ethos refers to the speaker's credibility or character. The idea is that if the audience trusts the speaker—believing they are knowledgeable, honest, and acting with goodwill—the message is more persuasive. Ethos is built through showing expertise or qualifications, fair and ethical reasoning, citing reliable sources, a respectful tone, and consistent behavior. When the audience feels the speaker is credible, they’re more inclined to accept the argument, even before weighing the logical points or emotional appeals.

For comparison, emotional appeal targets pathos (the audience’s feelings), while logical appeal targets logos (the argument’s structure and evidence). The setting can influence reception but isn’t the core element of ethos.