Ethos, Pathos, Logos
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In literature, ethos is an argument that appeals to the audience by emphasizing the speaker's credibility and authority. An appeal to ethics
Here, the man is justifying his words with the credibility of knowing the man who passed away and his best traits.
He was my best friend, always so generous and thoughtful.
Trying to persuade people by telling them if they wear his shoes, they will play better.
My name is Steph Curry. If you want to be as good a player as I am, then you should buy my shoes.