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.
“Charisma” is another term often used to describe someone who has the ability to persuade
others and move an audience. It resembles ethos in its effect on an audience, but it differs in that
it suggests exuding a power over others based more in emotions than in reason.