This chapter explains how we understand arguments based on character work. It tells us how we tend to accept the arguments of those we trust and trust them, be they individuals, groups or institutions, because of their reputation. Anyone with knowledge and experience on the subject is considered an expert. Ethos the self-presentation that a writer or speaker brings to a discussion. Ethos is created in two ways, currently through: language, evidence, respect and interaction with the public. The second is in the past: reputation, work and values. The three main elements reliability/credibility, authority and altruistic or clear motivations also add to Ethos. We also learn not to keep the reader skeptical. Trust is the key to everything in our society and in this chapter I think it is really important for all topics. Trusting and knowing the author is a must to take and discuss