Ethos (Taken from Writing Arguments, Chapters 4 and 7)

ETHOS, or "character" in Greek, refers to the credibility of the writer/speaker. A writer can develop ethos in a number of ways:

Plato implicitly addresses the "ethical appeal" of a speaker in The Symposium by asking who would you trust more: a real doctor, or someone who seems like a doctor?

As such, the writer/speaker must always be conscious of the appearance/impression that he/she creates in the mind of the audience. Some questions that the writer/speaker must always consider when attempting to persuade:

The best way to address these questions:

When looking at the Evian page, what "ethical appeals" are made? What is the ethos of the page?