Lyndon B. Johnson mainly uses ethos and pathos in his speech. Ethos highlights his credibility, while pathos adds an emotional component to the speech.
Johnson builds ethos when he refers to his personal experience. Towards the end of his speech, he provides a personal story about the time he was a teacher in a Mexican-American school. Johnson talks about prejudice and discrimination and portrays himself as a trustworthy president who has the chance to help victims of racism:
And somehow you never forget what poverty and hatred can do when you see its scars on the hopeful face of a young child. I never thought then, in 1928, that I would be standing here in 1965. It never even occurred to me in my fondest dreams that I might have the chance to ...