Ethos is the power and trust that we automatically give to someone because of the authority we perceive they have. The character of the speaker, his believability and appeal drive his Ethos. We generally accept that what an authority figure says is true because we can't imagine that they are lying or wrong. It is important to establish Ethos immediately and can be very easily done by mentioning the credentials of the speaker or the long-term relationship consumers have with a certain company. To further break down this concept Aristotle says that to have Ethos you must establish wisdom, virtue and good sense. This is the sincerest form of Ethos but in the practical sense, Ethos is granted freely by the public, especially when one identifies himself with a respected organization, like the Church (Priests, Rabbis, or Reverends); the Education System (Professors, and Research Scientists.) or the speaker establishes that the consumers have trusted the organization pitching the claim for many years.