This paper examines the ethos-centered crusade in which the evangelist, not a doctrine or a political/social issue, becomes the reason the audience attends to the message. The paper analyses how the Billy Graham crusades fit this definition--the fame of the evangelist extends beyond any individual crusade, the message preached by the evangelist becomes the highlight of each meeting, and the evangelist's credibility provides the dominant persuasive force. The paper also argues that the emergence of the Billy Graham campaign coincided with a unique set of events which shaped his communication style and suggests that it is unlikely that another evangelist will arise to continue the Graham style of the ethos-centered crusade because of new channels of communication and more specialized audiences. (Sixteen references are attached.) (KEH)