How can a writer use ethos to convince an audience?

Ethos is used as persuasion through the use of emotions, behaviors, and even morals. A writer can use ethos to manipulate a certain emotion to convey their message to ultimately convince their audience. For example, if the writer is trying to have the audience donate to an animal shelter, they would probably show a picture of a cute, innocent puppy and talk about how the puppy would have to die if no one ends up buying them. This will ultimately trigger the emotion of empathy, and therefore convince the audience to do what the author was trying to get them to do. (Hope that helped and made sense)