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?
If the real doctor doesn't act or behave in the ways we expect doctors to act/behave, how much do we believe him/her? Aren't we more likely to listen to the person who acts/behaves the way we want doctors to act/behave?
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?