Ethos is the character or fundamental values of a people, culture, age, or movement. So consider this while looking for an answer.
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ethos is a technique distinguishing character, beliefs or moral nature of a person, group, or institution.
Pathos
You would look for the subjective opinions of the writer and how that can influence his presentation of factual evidence.
The cold coke advertisement that appears on our television sets is an example of an advertisement.
What is marketing communication with example