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Obviously, not all ethos is created equal, so if you use ethos, you need to make sure you choose someone who is really a trustworthy expert on your subject. These include ethos, pathos, and logos, 1 all three of which appear in Aristotle's Rhetoric. Many celebrities probably know nothing about the products they are endorsing (they usually get paid to do it), but because people admire these celebrities, the celebrities' ethos is effective in getting people to buy the products. Aristotle defined these modes of engagement and gave them the terms that we still use today: logos, pathos, and ethos. The modes of persuasion, modes of appeal or rhetorical appeals (Greek: pisteis) are strategies of rhetoric that classify a speaker's or writer's appeal to their audience. This happens when a famous celebrity (oftentimes an actor or athlete) appears in the commercial to use a product or tell the audience that the product is good (like in this Pepsi commercial with the group One Direction and football player Drew Bees). Each of these appeals construct intersecting persuasive appeals to credibility (ethos), reason (logos) and emotion (pathos), but each of the reports tends. The first kind depends on the personal character of the speaker ethos the second on putting the audience into a certain frame of mind pathos the third on the proof, or apparent proof, provided by the words of the speech itself logos. Of the modes of persuasion furnished by the spoken word there are three kinds. In advertisements, we usually see ethos through celebrity endorsements. Aristotle used these three terms to explain how rhetoric works. You respect a doctor's medical opinion more than some random neighbor's. Why? Because the doctor has better ethos. Ethos è la credibilità del relatore o dello scrittore. For example, if you wanted to get advice about what medicine to take for a bad cold, you would probably trust a doctor more than your next-door neighbor. Il triangolo retorico: Ethos, Pathos, Logos Ethos.

In many arguments, the best kind of ethos comes from an expert.