An author employs a variety of persuasive techniques to convince the readers to believe in his claims. Aristotle proposed the three major persuasive appeals: ethos(ethical appeal), pathos(emotional appeal), and logos(logical appeal) that authors employ to persuade the audience.
Ethos is demonstrated as the appeal that convinces the audience by appealing to their ethics by establishing the credibility of his claim.
In the given example, '<u>ethos</u>' is the rhetorical appeal employed by the author as he uses 'the findings of a credible scientific researcher' that would assist him to establish the reliability and ethical character of his claim and appeal to the ethics of the audience to persuade them to accept and believe in his argument and elicit desired response from them.
