Actually, ethos appeal doesn't use strong words to persuade or appeal to audience. Ethos appeal actually the credibility of a character to convince the audience.
It is actually pathos appeal that persuades audience by appealing to their emotions. Authors/speakers can actually use pathos to invoke a sympathy, feeling, love, etc. in their audience.
To be a master in the art of persuasion does not necessarily mean that one must use all three types of rhetorical appeal to persuade. Having mastery of one rhetorical appeal and knowing how to use it effectively will actually make one a master in the art of persuasion.
