Ethos, one of Aristotle's three methods of persuasion, depends on the speaker's character. In fact, "ethos" is the Greek word for "character". In this type of argument, you are using your own reputation to win people's trust.
So, for example, if the nation was at war, and so the President got on television and started talking. "Don't worry everybody. I promise you, I will work with our allies to end this war as soon as possible".
We would trust him, right? Because why wouldn't we? He's the President! <em>The </em>authority figure. If anybody can end the war, it would be the President, right?
So, for this example, the speaker would have to be someone involved with animal testing. Maybe a scientist who used to test on animals but is reformed? He could say something like:
Everybody, listen to me. Animal testing is wrong. I have seen firsthand the negative effects, the abuse these animals suffer from. I have committed myself to working to implement some alternative research techniques. Let me share some of those with you."
We would trust him. Why? Because, of course he knows what he's talking about! He's actually done animal testing. He's seen it up close.
Hope this helps!
