Ethos – Definition, Meaning & Examples

Ethos is a mode of persuasion, along with pathos and logos, that was used by Aristotle in his book, On Rhetoric. The word ethos originates from the Greek word for character. In rhetoric, ethos establishes the speaker’s or writer’s credibility. As such, there are two ways to establish one’s ethos: through demonstration (facts) and through disposition (the right attitude).

In this article, we will cover Ethos, its definition, background, examples, and elements.

What is Ethos?

Ethos is one of the three primary modes of persuasion in classical rhetoric, alongside pathos and logos. It is a Greek word that translates to “character” or “custom.” Ethos is an appeal to an audience’s perception of the credibility, authority, and trustworthiness of the speaker or writer. In other words, it’s about convincing your audience that you are a credible and knowledgeable source, which enhances your ability to persuade them.

Ethos Definition

The Greek word Ethos refers to the guiding beliefs or ideals that shape a community, nation, or ideology. In addition, this word refers to the ability of music to influence emotions, behaviors, and even morals. In rhetoric, ethos is one of the three artistic proofs (along with logos and pathos) used to persuade an audience.

Historical Background of Ethos

Ethos was originally a Greek word meaning household, abode, or custom. Over time, the meaning of ethos shifted to include ideas of character, trustworthiness, and credibility. In rhetoric, ethos is one of the three main persuasive strategies (along with pathos and logos). Ethos represents an appeal to ethics. It means convincing the character of the author. We tend to believe people who have good character or who seem trustworthy on their faces. The idea behind this type of persuasion is that if someone has qualities that we admire then they are more likely to be truthful in their claims. For example, if we admire someone for being honest then we are more likely to believe them when they tell us something that seems unlikely because honesty does not go against itself. If someone appears dishonest, however, we might doubt anything they say no matter how true it may be. If a speaker tries to win an audience over by telling listeners how honest they are and asking for the listeners’ trust, he or she is using ethos as one of his/her rhetorical appeals.

Elements of Ethos

Ethos is an ancient Greek word that means the character or reputation of a person. A person’s ethos can be said to come from three major components: pathos, logos, and pragmatism. All these elements are important in determining the ethos of a person.

• Pathos:– The first component, pathos, is emotion-based. It uses persuasion through emotion and argument to convince the audience. 
• Logos:– The second component, logos, use logical arguments based on facts and statistics to persuade the audience. 
• Pragmatism:- The third component, pragmatism (or practicality), does not use emotional or logical arguments but instead focuses on what the audience would want for themselves.

Ethos Examples

The most famous example of ethos is from Aristotle’s Rhetoric. He divided ethos into three types: ethos empathetic (shared values), ethos universal (reason), and ethos Resourceful (reputation). A definition of ethos would be the ethical appeal while another definition would be the speaker’s moral standing. 

For example, a company might use a celebrity spokesperson to endorse its product because the celebrity has a good reputation. The brand’s ethos rests on the star’s reputation and previous endorsement deals. If they were to violate their public persona (for example, by promoting products that were deemed harmful), then their public image would be tarnished, which would affect how trustworthy they are as a spokesperson for other brands.

How is Ethos Affected by Pathos and Logos?

A person with a high level of ethos will be seen as credible and truthful. People who are well-respected in their community, those with a lot of experience, and those who are honest all have high levels of ethos. Ethos can be enhanced by using persuasive techniques such as Pathos and Logos. Many companies use logos to show their expertise or honesty which helps strengthen their company’s brand and product. For example, if Nike were promoting their latest shoe on Facebook, they would want to make sure that the page looks trustworthy and gives off an air of authority. If Nike also had endorsements from celebrities wearing Nike products, then it would help build trustworthiness for potential customers. Using logos and symbols also ties into logos because they represent a specific idea or meaning.

Conclusion – Ethos

As a result, ethical considerations need to be taken into account when developing an ethos for your business. In addition, these considerations can have both positive and negative effects on one’s corporate image; therefore it’s important that you choose carefully before deciding on any specific aspects of your business to emphasize or de-emphasize in order to craft the desired moral voice for your company.

FAQs on Ethos – Definition, Meaning & Examples

1. What is Ethos meaning?

Ethos is one of the three primary modes of persuasion, alongside pathos and logos. It refers to the appeal to an audience’s perception of the credibility, authority, and trustworthiness of the speaker or writer

2. What are the synonyms of ethos?

• spirit
• character
• atmosphere
• climate
• prevailing tendency
• mood
• feeling
• temper
• tenor
• flavour
• essence

3. Define Ethos?

The Greek word Ethos refers to the guiding beliefs or ideals that shape a community, nation, or ideology. In addition, this word refers to the ability of music to influence emotions, behaviors, and even morals.

4. What are Ethos, Pathos and Logos?

• Ethos is an appeal to ethics, character, or credibility. It involves convincing the audience of the speaker’s credibility, authority, and trustworthiness.
• Pathos is an appeal to the audience’s emotions. This involves evoking an emotional response in the audience to make them more sympathetic to the speaker’s viewpoint.
• Logos is an appeal to logic and reason. It involves presenting a logical and well-structured argument with evidence, facts, and reasoning to support a particular point of view.