Ethos

Definition: Persuasive rhetoric which "appeals to credibility and character" (Winet, Jacobson, Tucker; 183)

Example: Martin Luther King's "I've been to the Mountain Top" Speech (1968). He repeatedly appeals to a higher power such as God, or his authority as a reverend of a church.

Example from Text: "Information about the author's expertise... Appeals to the values or beliefs shared by the audience" (183).