Ethos is a Greek word that means "character" and refers to the guiding beliefs or ideals that characterize a community, nation, or ideology, as well as the balance between caution and passion. It is also used to describe the disposition, character, or fundamental values peculiar to a specific person, people, organization, culture, or movement. In rhetoric, ethos is one of the three artistic proofs or modes of persuasion, along with logos and pathos, and refers to the credibility of the speaker. Ethos is achieved by demonstrating that the speaker is a trustworthy source of accurate information, and it can involve moral competence, expertise, and knowledge. Ethos is often at play in speeches, literature, and marketing, such as in advertisements where doctors recommend a product or political speeches where a candidate talks about their relevant experience. Ethos is also used in commercials to invoke the superior "character" of a speaker, presenter, writer, or brand, and to convince the audience that the advertiser is reliable and ethical.