Aristotle taught that a speaker's ability to persuade an audience is based on how well the speaker appeals to that audience in three different areas: logos, ethos, and pathos.

Where did logos pathos and ethos come from?

Ethos, Pathos, and Logos are modes of persuasion used to convince audiences. They are also referred to as the three artistic proofs (Aristotle coined the terms), and are all represented by Greek words.

Who created ethos?

The idea of ethos as a means of persuasion was conceived by the Greek philosopher Aristotle in his work Rhetoric (sometimes called On Rhetoric). In Rhetoric, Aristotle establishes three primary modes of argument: ethos, logos, and pathos.