For Aristotle, ethos is the most important persuasive device: the “character of the speaker may almost be called the most effective means of persuasion he possesses” (Roberts, 1954). Therefore, “the orator must not only try to make the argument of his speech demonstrative and worthy of belief; he must also make his own character look right and put his hearers, who are to decide, into the right frame of mind” (Roberts, 1954).