What does ethos appeal to in an argument?

Ethos is a rhetorical appeal that primarily aims to establish the credibility or moral character of the speaker or author. When an argument relies on ethos, it seeks to persuade the audience by demonstrating that the presenter has authority, trustworthiness, or ethical integrity related to the subject matter. This appeal can be crucial in convincing the audience, as people are more likely to accept the argument if they believe that the speaker is knowledgeable and has good intentions.

For example, a medical professional discussing health issues would have a strong ethos due to their qualifications and experience, thereby making their argument more compelling to the audience. In contrast, options like an emotional appeal or logical reasoning do not appropriately represent the essence of ethos; they relate more to pathos and logos, respectively. Similarly, anecdotal evidence does not denote credibility or moral character but rather personal stories that may or may not be reliable. Thus, the focus on credibility and moral character distinctly characterizes the correct answer regarding what ethos appeals to in an argument.