For Aristotle, ethos is the most important persuasive device: the “character of the speaker may
almost be called the most effective means of persuasion he possesses” (Roberts, 1954).
he must also make his own character look right and put his hearers, who are to
decide, into the right frame of mind”
The word “image” is often associated with illusion or superficiality. Ethos refers to qualities of
greater depth and substance.