About

ethos

means to appeal to ethics, moral, and character Your audience will judge your propositions as being more true and acceptable if you succeed to establish your credibility. Aristotle argued that three things must be communicated in order to appear trustworthy:

* Practical intelligence – phronêsis
* A virtuous character – areté
* Good will – eunoia

Showing phronêsis is showing that you are wise – not in the form of knowledge, but in the form of know-how or practical thought and wisdom.