Notes
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Ethos, together with Pathos and Logos, are persuasion techniques that form the rhetorical triangle.
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Ethos calls upon the ethics, or the values, of the speaker.
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Ethos highlights credibility to appeal to the audience. It tries to convince the listeners that the speaker is reliable and ethical.
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In commercials, an ethos advertisement uses the spokesperson's respect and credibility to endorse the product.