The paper analyses the trust role in the communication of scientific (biomedical in particular) research, focusing on the rhetorical notion of ethos. Firstly, the theoretical framework is outlined (e.g. philosophical, anthropological or “deep” rhetoric) and key concepts are defined. Then, the text investigates the topics of science persuasiveness and trust as a mean of persuasion. Peculiarities of the scientific ethos are analysed, including especially the phenomenon of “enunciative effacement” (effacement énconciatif) and the characteristics of a reader-friendly style, referring to the area of science communication and its ethics, which has a profound impact on the public perception of scientific research and on citizens’ behaviours.
