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The purpose is to persuade the gathering of people of the truth of the ghost that has showed up before Marcellus and Barnardo on two earlier evenings. He is the suspicious logician who does not trust in ghostly visions and unquestionably not in phantoms, and when he is persuaded that a heavenly being has appeared to him and his associates, the gathering of people are persuaded also.
Answer: Ethos.
Explanation: there are three main rhetorical strategies when giving an argument in a speech or in a text, they are pathos, logos and ethos. Pathos is appealing to the audience's emotions, logos consists in appealing to the audience's logic, and ethos is appealing to the audience's ethics. In the given excerpt from Kennedy's speech, we can see an example of Ethos, because he is using his position as president (which gives him credibility) to convince the audience.