Definition:
Persuasive appeal (one of the three artistic proofs) based on the character or projected character of the speaker or writer. According to Aristotle, the chief components of a compelling ethos are good will, practical wisdom, and virtue. Adjective: ethical. See also:
Etymology:
From the Greek, "character"Examples and Observations:
- "According to Aristotle, rhetors can invent a character suitable to an occasion--this is invented ethos. However, if rhetors are fortunate enough to enjoy a good reputation in the community, they can use it as an ethical proof--this is situated ethos."
(Sharon Crowley and Debra Hawhee, Ancient Rhetorics for Contemporary Students, Pearson, 2004) - "I'm not a doctor, but I play one on TV."
(1960s TV commercial for Excedrin) - "If Aristotle's study of pathos is a psychology of emotion, then his treatment of ethos amounts to a sociology of character. It is not simply a how-to guide to establishing one's credibility with an audience, but rather it is a careful study of what Athenians consider to be the qualities of a trustworthy individual."
(James A. Herrick, The History and Theory of Rhetoric, Allyn and Bacon, 2001) - "If, in my low moments, in word, deed or attitude, through some error of temper, taste, or tone, I have caused anyone discomfort, created pain, or revived someone's fears, that was not my truest self. If there were occasions when my grape turned into a raisin and my joy bell lost its resonance, please forgive me. Charge it to my head and not to my heart. My head--so limited in its finitude; my heart, which is boundless in its love for the human family. I am not a perfect servant. I am a public servant doing my best against the odds. As I develop and serve, be patient: God is not finished with me yet."
(Jesse Jackson, Democratic National Convention Keynote Address, 1984)
Pronunciation: EE-thos
Also Known As: ethical appeal, ethical argument
