Ethos is a rhetorical technique that appeals to an audience or readers ethics, character, or credibility. It is one of the three modes of persuasion in rhetoric, along with logos (appeal to reason) and pathos (appeal to emotions). Ethos is achieved by demonstrating that the writer or speaker is a trustworthy source of accurate information, often by emphasizing their expertise, experience, or reputation. Ethos can also be established by showing that the writer or speaker is fair-minded and unbiased, or by acknowledging and addressing opposing viewpoints before presenting their own argument. Examples of ethos include advertisements featuring endorsements from experts, political speeches highlighting a candidates relevant experience, and murder mysteries where the main character is a professional detective.