Ethos is a rhetorical appeal that focuses on the credibility and character of the speaker or writer. It helps establish trust with the audience by demonstrating knowledge, expertise, and moral integrity. For example, a doctor discussing health issues uses their professional background to enhance their argument's reliability. In persuasive writing and speaking, ethos is crucial for convincing the audience. When a speaker like Malala Yousafzai shares her experiences advocating for education, her personal story and commitment to the cause strengthen her ethos. This connection encourages the audience to believe in her message and take action.