An appeal to ethos is one that references morality and ethical values. In this case, the author claims that no one wanted to burn the book <em>Emma</em>. People refused to do it because they believed that this book concentrated too much history, respect and the values of civilization. These arguments are not objective facts or emotional pleas. Instead, they force the reader to ponder on the ethical implications of destroying something so valuable for civilization.
Journalists are likely to appeal to the emotions anger and sadness. An example of this is the Maine, where journalists wrote about dying children, and it sparked controversy and protest. They do this to get more buyers.
