In Rhetoric, Aristotle claims that the speaker's personal character may be the most effective means of persuasion the speaker has.

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Aristotle argues that the speaker's personal character, or ethos, is one of the three key components of persuasive discourse alongside logos (logical arguments) and pathos (emotional appeals). He contends that the audience will be more likely to accept the speaker's message if he or she is perceived as trustworthy, knowledgeable, and ethical.

In Rhetoric, Aristotle Claims That the Speaker's Personal Character May