For Aristotle rhetoric (science to study discourse) is based on three categories called pathos, ethos and logos; for Aristotle, the pathos, refers to the speaker's ability to convince the public by resorting to arguments that awaken feelings or emotions; the ethos refers to the moral or ethics of the speaker, inspiring being a reliable source of information and generate conviction in the receiving public; finally, the logos is related to the logical reasoning of the speaker, in this the main source of arguments is the intellect and reason. So, the correct answer is C. Ethics.
