You are establishing when you establish ethos.

credibility

mood

opinion

tone

credibility

Explanation:

Essentially, ethos is about believability. ... You can establish ethos—or credibility—in two basic ways: you can use or build your own credibility on a topic, or you can use credible sources, which, in turn, builds your credibility as a writer.

elon musk, ceo of spacex, a startup space company is planning to head to mars by 2023. nasa is planning to go to mars at around 2025. both are just for a basic colony.

they both lost a woman they loved named lenore

they believed they interracted with a talking raven

they became orphaned at a young age.