Ethos: code of good conduct Ethos: a speaker's credibility, or audiences perception of a speaker's competence and character, existing in the mind of the audience Competence- how an audience regards a speaker's intelligence, expertise, and knowledge of the subject Character- how an audience regards a speaker's sincerity, trustworthiness, and concern for the well-being of the audienceEthos: code of good conduct • Ethos: a speaker’s credibility, or audience’s perception of a speaker’s competence and character, existing in the mind of the audience. Competence – how an audience regards a speaker’s intelligence, expertise, and knowledge of the subject Character – how an audience regards a speaker’s sincerity, trustworthiness, and concern for the well-being of the audience