Although it is certain that nearly every figure of speech may be employed in such a way as to promote the authority and credibility of the speaker (the appeal to ethos), many figures are specifically designed to do so, or else are likely to build the speaker's ethos in addition to any other effects.

Figures used to establish credibility (ethos)

• anamnesis
• litotes
  The Ad Herennium author suggests litotes as a means of expressing modesty (downplaying one's accomplishments) in order to gain the audience's favor.

Figures that can damage credibility (ethos)

• paronomasia (see Ad Herennium 4.23)

• Figures of Reasoning
• Figures of Pathos