Ethos - AP® English Definition

Ethos is an Aristotelian appeal that means convincing the audience by showing the writer’s or speaker’s credibility, character, or trustworthiness. In AP English, students learn that ethos is used to make arguments more believable and persuasive.

Writers build ethos by showing expertise, using respectful language, or referring to shared values. When a writer seems trustworthy and informed, the audience is more likely to accept their point of view. Ethos is especially important in speeches and argumentative essays.

Example of ethos in an AP English text

In 'Letter from Birmingham Jail' by Martin Luther King Jr., King builds ethos by referring to his role as the president of the Southern Christian Leadership Conference and his nonviolent work.

He shows he is a responsible leader with moral authority, which helps persuade readers to take his message about justice seriously.