What is meant by "ethos" in literary terms?

In literary terms, "ethos" refers to the credibility or ethical appeal of the speaker or writer. It is one of the key rhetorical appeals, alongside pathos (emotional appeal) and logos (logical reasoning). Ethos involves establishing trust and authority in order to convince an audience. When a speaker or writer demonstrates knowledge, experience, or moral character, they enhance their ethos, making their argument more persuasive. The audience is more likely to be influenced when they perceive the source as reliable and honorable.

In contexts like persuasive writing or speeches, establishing ethos is crucial because it helps to garner the audience's respect and confidence. A strong ethos can make the audience more receptive to the points being made, increasing the overall effectiveness of the message.