Credibility Appeal (Ethos)

Credibility Appeal, known as ethos in classical rhetoric, is a foundational persuasion principle that builds trust and authority through verifiable evidence of expertise, reliability, and trustworthiness. In modern marketing and advertising, it encompasses strategic elements that demonstrate a brand's capabilities and credibility, including documented professional credentials, proven industry experience, independent third-party validation, and authentic social proof. The approach focuses on building confidence through concrete evidence rather than claims alone.