What term did Greek rhetorician Aristotle use to refer to a speaker's credibility?

Aristotle identified the term "ethos" to describe a speaker's credibility, which is a fundamental aspect of effective persuasion. Ethos refers to the character, credibility, and ethical appeal that a speaker presents to their audience. It establishes trust and authority, allowing the speaker to influence their audience more effectively. When an audience perceives a speaker as credible, they are more likely to accept their arguments and be persuaded by their message. This connection between ethos and the audience's perception underscores the importance of a speaker's reputation and ethical character in rhetoric.

Pathos, on the other hand, pertains to emotional appeal; logos refers to logical reasoning and evidence; while rhetoric is the overall art and technique of persuasion. However, it is ethos that specifically highlights the significance of a speaker's credibility in shaping how their message is received.