imtoken下载链接|ethos

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ETHOS | English meaning - Cambridge Dictionary

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English

Meaning of ethos in English

ethosnoun [ S ] uk

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/ˈiː.θɒs/ us

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the set of beliefs, ideas, etc. about the social behaviour and relationships of a person or group: national ethos working-class ethos The ethos of the traditional family firm is being threatened.

SMART Vocabulary: related words and phrases

Morality and rules of behaviour

antisocial

antisocially

baseness

biocentric

bioethicist

ethic

ethical

ethically

ethicist

honour

liberty

moral

motto

principle

principled

propriety

savoury

script

the rights and wrongs idiom

work ethic

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(Definition of ethos from the Cambridge Advanced Learner's Dictionary & Thesaurus © Cambridge University Press)

ethos | American Dictionary

ethosnoun [ U ] us

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the set of moral beliefs, attitudes, habits, etc., that are characteristic of a person or group: Violence is part of their ethos.

(Definition of ethos from the Cambridge Academic Content Dictionary © Cambridge University Press)

ethos | Business English

ethosnoun [ U ]

SOCIAL RESPONSIBILITY uk

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/ˈiːθɒs/ us

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the set of beliefs, ideas, etc. about the behaviour and relationships of a person or group: Most companies have a corporate ethos . The new firm's ethos is brash, fiercely ambitious, and decidedly cutting-edge.

(Definition of ethos from the Cambridge Business English Dictionary © Cambridge University Press)

Examples of ethos

ethos

Its ethos was one of careful reflection and of enjoying ideas and communicating them.

From the Cambridge English Corpus

The role of the villa might remain the space that enables contemplation to become an ethos, and for action to become reconciled with poetry.

From the Cambridge English Corpus

That is, speakers can draw on the voices of local rationality or the ethos of the family, community, or place.

From the Cambridge English Corpus

It is to be the sun from which the college radiates, as well as the centre into which its energy, wisdom and ethos are condensed.

From the Cambridge English Corpus

However, what counts as knightly is interpreted through the individualist, small business-oriented professional ethos of dentistry.

From the Cambridge English Corpus

It meant opting for and cultivating a positivistically orientated scientific ethos, for an emancipation from the ethos of the party soldier.

From the Cambridge English Corpus

As prenatal testing became more widely available, the ethos of genetic counselling began to in-uence attitudes towards how decisions should be made.

From the Cambridge English Corpus

First, the professional ethos of dentistry is that of the autonomous clinician directly engaged with the patient.

From the Cambridge English Corpus

In other words, its fundamental assumptions and ethos were consonant with those of the wider society which surrounded it.

From the Cambridge English Corpus

Currently this differentiation is not apparent in our ageing services and that absence reflects an exemplary egalitarian ethos in the system.

From the Cambridge English Corpus

He quickly demonstrated great fluency in the charitable ethos of caring for the displaced and unfortunate.

From the Cambridge English Corpus

Even the initiation rituals continued to include an emphasis on fertility and generational succession rather than on warrior ethos.

From the Cambridge English Corpus

It also suggests that this sort of thing is not part of the contemporary ethos that focuses on the individual and not the community.

From the Cambridge English Corpus

A definite change had occurred between the ethos of the court prevailing in the 1950s, 1960s, and 1970s and that which prevailed in 1986.

From the Cambridge English Corpus

Second, social groups are influential through the ethos, attitudes and styles of behavior that characterize them.

From the Cambridge English Corpus

These examples are from corpora and from sources on the web. Any opinions in the examples do not represent the opinion of the Cambridge Dictionary editors or of Cambridge University Press or its licensors.

What is the pronunciation of ethos?

Translations of ethos

in Chinese (Traditional)

（個人或團體的）精神特質，價值觀，信條…

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（个人或团体的）精神特质，价值观，信条…

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Ethos Definition & Meaning - Merriam-Webster

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ETHOS中文(简体)翻译：剑桥词典

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ethos 在英语-中文（简体）词典中的翻译

ethosnoun [ S ] uk

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/ˈiː.θɒs/ us

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/ˈiː.θɑːs/

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the set of beliefs, ideas, etc. about the social behaviour and relationships of a person or group

（个人或团体的）精神特质，价值观，信条

national ethos

民族精神特质

working-class ethos

工人阶级道德思想

The ethos of the traditional family firm is being threatened.

传统家族公司的价值理念受到威胁。

(ethos在剑桥英语-中文（简体）词典的翻译 © Cambridge University Press)

ethos的例句

ethos

Such an ever-present social ethos is bound to be slippery to conceptualize.

来自 Cambridge English Corpus

Even the initiation rituals continued to include an emphasis on fertility and generational succession rather than on warrior ethos.

来自 Cambridge English Corpus

It is to be the sun from which the college radiates, as well as the centre into which its energy, wisdom and ethos are condensed.

来自 Cambridge English Corpus

These characteristics of futility decisions are challenges to the baby-boomer ethos and are therefore likely to produce resistance.

来自 Cambridge English Corpus

It meant opting for and cultivating a positivistically orientated scientific ethos, for an emancipation from the ethos of the party soldier.

来自 Cambridge English Corpus

This is not secularism as aggressive anti-clericalism, they concede, but rather its 'implicit promotion as a latent ethos or force' (p. 33).

来自 Cambridge English Corpus

The ethos of coordination is to do the right thing at the right time for the right reasons.

来自 Cambridge English Corpus

As prenatal testing became more widely available, the ethos of genetic counselling began to in-uence attitudes towards how decisions should be made.

来自 Cambridge English Corpus

示例中的观点不代表剑桥词典编辑、剑桥大学出版社和其许可证颁发者的观点。

ethos的翻译

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（個人或團體的）精神特質，價值觀，信條…

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ETHOS Definition & Usage Examples | Dictionary.com

GamesDaily CrosswordWord PuzzleWord FinderAll gamesFeaturedWord of the DaySynonym of the DayWord of the YearNew wordsLanguage storiesAll featuredPop cultureSlangEmojiMemesAcronymsGender and sexualityAll pop cultureWriting tipsGrammar Coach™Writing hubGrammar essentialsCommonly confusedAll writing tipsGamesFeaturedPop cultureWriting tipsethos[ ee-thos, ee-thohs, eth-os, -ohs ]show ipaSee the most commonly confused word associated with ethosSee synonyms for: ethosethoses on Thesaurus.comnounSociology. the fundamental character or spirit of a culture; the underlying sentiment that informs the beliefs, customs, or practices of a group or society; dominant assumptions of a people or period: In the Greek ethos the individual was highly valued.the character or disposition of a community, group, person, etc.the moral element in dramatic literature that determines a character's action rather than their thought or emotion.See moreCompare Meaningsethos vs. logospathos vs. ethosClick for a side-by-side comparison of meanings. Use the word comparison feature to learn the differences between similar and commonly confused words.Origin of ethos1First recorded in 1850–55; from Latin ēthos “character, portrayal of character,” from Greek êthos “custom, habit, disposition character”Words Nearby ethoset hoc genus omneethogramethol.ethologyethononeethosethosuximideethoxideethoxyethoxyethaneethrogDictionary.com Unabridged

Based on the Random House Unabridged Dictionary, © Random House, Inc. 2024How to use ethos in a sentenceHer move also broke with the “own the libs” ethos of today’s GOP.What Does Impeachment And The Division Over Marjorie Taylor Greene And Liz Cheney Tell Us About The GOP? | Sarah Frostenson (sarah.frostenson@abc.com) | February 3, 2021 | FiveThirtyEightIt has fueled the “eat the rich” ethos behind the GameStop frenzy.‘Anonymous’ fintech startup Millions raises $3 million, gives away cash on Twitter | Sarah Perez | February 2, 2021 | TechCrunchThis spirited, trial-and-error ethos courses through New York University’s theatrical production wing, which has been holding live performances since last October.A careful return to live theater is coming down to costume design | Anne Quito | February 2, 2021 | QuartzThe company did just hire a CFO, which makes this move appear in concert with its general ethos, so more to come there we presume.How trading apps are responding to the GameStop fustercluck | Alex Wilhelm | January 27, 2021 | TechCrunchOn the mainland, the pandemic has inspired projects guided by the doughnut’s ethos.Amsterdam Is Embracing a Radical New Economic Theory to Help Save the Environment. Could It Also Replace Capitalism? | Ciara Nugent | January 22, 2021 | TimeWhen Cocker took on board the black American ethos, he turned it into something completely different.The Greatest Rock Voice of All Time Belonged to Joe Cocker | Ted Gioia | December 23, 2014 | THE DAILY BEASTThe best, or at least most successful, are bridging the gap between punk-rock DIY ethos and social-media savvy.On Tour With The Head and the Heart, Indie Rock’s Next Big Thing | James Joiner | December 17, 2014 | THE DAILY BEASTBut very little of the ISIS ethos has to do with hitting the Freedom Tower or the Capitol Dome.Iraq Is Not Our War Anymore. Let It Be Iran’s Problem. | Christopher Dickey | July 17, 2014 | THE DAILY BEASTThe emphasis on freshness and simplicity laid forth by the governmental guidelines is in line with his cooking ethos.Meet the Chef Fighting to Ensure That Brazilians Will Never Be as Fat as Americans | Brandon Presser | June 25, 2014 | THE DAILY BEASTMore importantly, the evangelistic ethos is supposed to infuse everyday life.Did the Southern Baptist ‘Conservative Resurgence’ Fail? | Molly Worthen | June 1, 2014 | THE DAILY BEASTFor in the view of those who distinguish harmonia from tonos it is the harmonia upon which the ethos of music depends.The Modes of Ancient Greek Music | David Binning MonroThese moveable notes, then, give an ethos to the music because they determine the genus of the scale.The Modes of Ancient Greek Music | David Binning Monro"Ethics" were things which pertained to the ethos and therefore the things which were the37 standard of right.Folkways | William Graham SumnerBy virtue of the latter element the mores are traits in the specific character (ethos) of a society or a period.Folkways | William Graham SumnerIn the war with Russia, in 1904, this people showed what a group is capable of when it has a strong ethos.Folkways | William Graham SumnerSee More ExamplesBritish Dictionary definitions for ethosethos/ (ˈiːθɒs) /nounthe distinctive character, spirit, and attitudes of a people, culture, era, etc: the revolutionary ethosOrigin of ethos1C19: from Late Latin: habit, from GreekCollins English Dictionary - Complete & Unabridged 2012 Digital Edition

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Ethos - Definition and Examples | LitCharts

Ethos

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Ethos Definition What is ethos? Here’s a quick and simple definition: Ethos, along with logos and pathos, is one of the three "modes of persuasion" in rhetoric (the art of effective speaking or writing). Ethos is an argument that appeals to the audience by emphasizing the speaker's credibility and authority. If the speaker has a high-ranking position, is an expert in his or her field, or has had life experience relevant to a particular topic, anything the speaker says or does to ensure that the audience knows about and remembers these qualifications is an example of ethos. Some additional key details about ethos:

Ethos shares a root with the word "ethics." This is helpful to remember because speakers often try to establish their own strong moral character by using ethos.

The word "ethos" is also often used to refer to a community or organization's characteristic belief or spirit, as in the sentence, "We will not give you a larger bonus than your coworkers: that is against our company's ethos of fairness." However, this guide focuses specifically on the rhetorical technique of ethos used in literature and public speaking. The three "modes of persuasion"—pathos, logos, and ethos—were originally defined by Aristotle. While ethos appeals to an audience's instinctive respect for authority, logos appeals to the audience's sense of reason, and pathos appeals to the audience's emotions.

Ethos is used in advertising just as often as it is used in public speaking and literature. Any commercial in which a celebrity endorses a product, for example, hopes to persuade its target audience by cultivating an aura of authority or expertise through its association with the celebrity—and is therefore an example of ethos.

How to Pronounce Ethos Here's how to pronounce ethos: ee-thos Ethos Explained Aristotle (the ancient Greek philosopher and scientist) first defined ethos, along with logos and pathos, in his treatise on rhetoric, Ars Rhetorica. Together, he referred to ethos, logos, and pathos as the three modes of persuasion, or sometimes simply as "the appeals." Aristotle believed that in order to have ethos a good speaker must demonstrate three things:

Phronesis: Sound reasoning, and relevant experience or expertise.

Arete: Moral character.

Eunoia: Good intentions towards the audience. Aristotle argued that a speaker in possession of these three attributes will naturally impress the audience with his or her ethos, and as a result will be better able to influence that audience. Over time, however, the definition of ethos has broadened, and the significance of the three qualities Aristotle named is now lost on anyone who hasn't studied classical Greek. So it may give more insight into the meaning of ethos to translate Aristotle's three categories into a new set of categories that make more sense in the modern era. A speaker or writer's credibility can be said to rely on each of the following:

Authority: A speaker in a high position of authority—for example, a president, or CEO—will possess a certain level of ethos simply because he or she can claim that title. Within literature, it's interesting to notice when characters attempt to invoke their own authority and enhance their ethos by reminding other characters of the titles they possess. Often, this can be an indication that the character citing his or her own credentials actually feels his or her authority being threatened or challenged.

Trustworthiness: Often, a large part of conveying trustworthiness to an audience depends on the speaker's ability to demonstrate that he or she doesn't have a vested interest in convincing the audience of his or her views. An audience should ideally feel that the speaker is impartial—doesn't stand to gain anything personal, like money or power, from winning listeners' favor—and that his or her opinions are therefore objective. In literature, this form of ethos is particularly relevant with respect to narrators. Authors often have their narrators profess impartiality or objectivity at the outset of a book in order to earn the reader's trust in the narrator's reliability regarding the story he or she is about to tell.

Expertise: The credentials, education, and professional specialty of a speaker all greatly contribute to his or her ethos. For instance, a doctor's assessment of a patient or a new drug will carry more weight with an audience than the opinion of someone with no medical training whatsoever. This type of ethos translates into literature quite easily, in the sense that characters' opinions are often evaluated within the framework of their professions.

Similarity: Speakers can strengthen their ethos by pointing out things that they share with an audience. This is a common technique in American politics where, for example, a candidate for office might describe his or her modest upbringing, in an effort to demonstrate that he or she is an average American and therefore shares the same values as voters. On the other hand, some speakers might find it more useful to convey that they are not like the audience and have a fresh, outside perspective. Either way, an important part of ethos is deciding whether to portray oneself as an insider or as an outsider to best make a point. Literary characters often use ethos to communicate similarity or likemindedness to other characters, and you can detect this by certain changes in their speech. In these situations, characters (as well as real-life speakers) often use a shibboleth—a specialized term or word used by a specific group of people—to show that they belong. For example, if you knew the name of a special chemical used to make jello, and you wanted to impress the head of a jello company, the name of that chemical would count as a shibboleth and saying it would help you show the jello executive that you're "in the know." The Stagecraft of Ethos In order to impress their positive personal qualities upon audiences, public speakers can use certain techniques that aren't available to writers. These include: Speaking in a certain manner or even with a certain accent. Demonstrating confident stage presence. Having reputable people to introduce the speaker in a positive light. Listing their credentials and achievements. Put another way, the ethos of a speech can be heavily impacted by the speaker's confidence and manner of presenting him or herself. Ethos and Ad Hominem An ad hominem argument is a specific type of argument which involves attacking someone else's character or ethos, rather than attacking that person's position or point of view on the subject being discussed. Ad hominem attacks usually have the goal of swaying an audience away from an opponent's views and towards one's own by degrading the audience's perception of the opponent's character. For instance, if one politician attacks another as being "elite," the attacker may be seeking to make voters question whether the other politician is trustworthy or actually has the public's interest at heart. But the first politician is not in any way attacking their opponent's positions on matters of policy. An ad hominem argument is not necessarily "wrong" or even a bad strategy, but it's generally seen as more dignified (another component of ethos) for speakers to focus on strengthening their own ethos, and to debate their opponents based on the substance of the opposition's counterarguments. When a literary character uses an ad hominem argument, this can sometimes indicate that he or she is insecure about his or her own position regarding a certain issue. Ethos Examples Examples of Ethos in Literature Characters in novels often use ethos, as well as logos and pathos, to convince one another of certain arguments in the same way that a speaker in reality might use these techniques. In addition, authors often use a subtler form of ethos when establishing a narrator's reliability at the outset of a novel. Ethos in Ayn Rand's Atlas Shrugged

In Atlas Shrugged, a group of pioneering American industrialists, financiers, and artists go on strike against a corrupt government. As the strike nears its end, its leader—John Galt—delivers a speech to the nation about his ideals. He promises that the strike will end only if Americans allow him to remake the country according to his moral code, which he explains in the following lines: Just as I support my life, neither by robbery nor alms, but by my own effort, so I do not seek to derive my happiness from the injury or the favor of others, but earn it by my own achievement. Just as I do not consider the pleasure of others as the goal of my life, so I do not consider my pleasure as the goal of the lives of others. Just as there are no contradictions in my values and no conflicts among my desires—so there are no victims and no conflicts of interest among rational men, men who do not desire the unearned and do not view one another with a cannibal's lust, men who neither make sacrifices nor accept them. Galt not only creates an impression of moral rectitude, but also emphasizes his own self-sufficiency. He assures his audience that he expects nothing in return from them for sharing his personal views. In this way, his ability to cultivate an aura of impartiality and objectivity enhances his ethos. Ethos in Nathaniel Hawthorne's The Scarlet Letter

The Scarlet Letter opens with a chapter called "The Custom-House," in which the unnamed narrator—who has a similar biography to Hawthorne—describes his job in a Custom House, a place where taxes were paid on imports in 18th century Massachusetts. The narrator's stories about his job have no relation to the actual narrative of The Scarlet Letter, except that he finds the scarlet letter of the title in the Custom House attic. This discovery inspired him to research the life of the woman who wore the embroidered letter, and to tell her story. By presenting himself as someone who merely discovered, researched, and "edited" the story the reader is about to begin, the narrator effectively creates the impression that his is a reliable historical account, thereby strengthening his ethos. It will be seen, likewise, that this Custom-House sketch has a certain propriety, of a kind always recognised in literature, as explaining how a large portion of the following pages came into my possession, and as offering proofs of the authenticity of a narrative therein contained. This, in fact—a desire to put myself in my true position as editor, or very little more, of the most prolix among the tales that make up my volume—this, and no other, is my true reason for assuming a personal relation with the public. Ethos in F. Scott Fitzgerald's The Great Gatsby

In the opening lines of The Great Gatsby, the narrator, Nick Carraway, claims that he has followed one piece of his father's advice throughout his life: In my younger and more vulnerable years my father gave me some advice that I've been turning over in my mind ever since. 'Whenever you feel like criticizing any one,' he told me, just remember that all the people in this world haven't had the advantages that you've had.'... In consequence I'm inclined to reserve all judgements, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores. The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men... Nick's tendency to reserve judgement makes him an ideal, objective narrator, while his awareness of his own economic and social advantages makes him a perfect guide to the privileged world of The Great Gatsby. Though he describes his non-judgmental, "neutral" affect with self-deprecating humor, it's a subtle way of strengthening his ethos as a narrator, and of causing the reader to eagerly anticipate hearing the stories that "wild, unknown men" have shared with him. Examples of Ethos in Political Speeches Every politician recognizes that a speaker must earn an audience's respect and trust if he or she expects to be listened to. As a result, it's difficult to find a political speech that doesn't contain an example of ethos. It's particularly easy to spot ethos in action when listening to speeches by candidates for office. Ethos in Mitt Romney's Acceptance Speech at the 2012 Republican National Convention When he accepted the Republican presidential nomination in 2012, Romney pointed to his business success as relevant experience that would serve him well if he were to take office: I learned the real lessons about how America works from experience. When I was 37, I helped start a small company. My partners and I had been working for a company that was in the business of helping other businesses. So some of us had this idea that if we really believed our advice was helping companies, we should invest in companies. We should bet on ourselves and on our advice. So we started a new business called Bain Capital...That business we started with 10 people has now grown into a great American success story. Some of the companies we helped start are names you know. An office supply company called Staples – where I'm pleased to see the Obama campaign has been shopping; The Sports Authority, which became a favorite of my sons. We started an early childhood learning center called Bright Horizons that First Lady Michelle Obama rightly praised. In addition to strengthening his ethos by pointing to his past achievements, Romney also hopes to portray himself as principled, rational, and daring when he explains how his company decided to "bet on ourselves and on our advice." Ethos in John Kasich's 2016 Ohio Primary Victory Speech After winning his first campaign victory, 2016 presidential candidate John Kasich told his supporters about his disadvantaged yet hardworking relatives to contextualize his own rise to success: And you know, ladies and gentlemen, my whole life has been about trying to create a climate of opportunity for people. You know, as my father carried that mail on his back and his father was a coal miner, and you know, I was just told by my cousin—I didn't realize this—that my mother, one of four [children]‚ was the only one to graduate from high school. The other three barely made it out of the eighth grade because they were poor... And you know, as I've traveled the country and I look into your eyes... You want to believe that your children are going to have ultimately a better America than what we got from our mothers and fathers. That's the great American legacy: that our kids will be better than we are. By saying that he comes from a modest background, Kasich hopes to convey that he is "just a regular American" and that he will advocate for other hard working Americans. Ethos in Winston Churchill's 1941 Address to Joint Session of the US Congress In this speech to the US Congress during World War II, British Prime Minister Winston Churchill enhances the ethos of his speech by emphasizing both the qualities he shares in common with the American people and the American Democratic values instilled in him by his parents: I am a child of the House of Commons. I was brought up in my father's house to believe in democracy. "Trust the people." That was his message. I used to see him cheered at meetings and in the streets by crowds of workingmen way back in those aristocratic Victorian days when as Disraeli said "the world was for the few, and for the very few." Therefore I have been in full harmony all my life with the tides which have flowed on both sides of the Atlantic against privilege and monopoly and I have steered confidently towards the Gettysburg ideal of government of the people, by the people, for the people. Examples of Ethos in Advertisements Advertisers often attempt to use ethos to influence people to buy their product. Dressing up an actor as a doctor who then extols the benefits a medication is a way that advertisers used to try to gin up a little ethos, but such obvious practices of what might be called "fake ethos" are now regularly mocked. However, any celebrity endorsement or testimonial from an expert are also attempts to build up ethos around a product's endorsement. For instance, here's a Prudential Financial commercial that ups its ethos with an appearance by Harvard social psychologist Dan Gilbert. Why Do Writers Use Ethos? Politicians, activists, and advertisers use ethos because they recognize that it is impossible to convince an audience of anything if its members do not believe in the speaker's credibility, morality, or authority. The use of ethos in fiction is often different from real-world examples. Authors are not usually trying to directly influence their audience in the way politicians or advertisers are. Rather, authors often show one of their characters making use of ethos. In doing so, the author gives insight into characters' perceptions of one another, their values, and their motives. In addition, ethos is an especially useful tool for authors looking to establish a narrator's credibility. Having a credible narrator is hugely important to the success of a literary work. Books with narrators that never establish a reasonable claim to an objective viewpoint are nearly impossible to read because everything they say is cast in doubt, so that readers come to feel like they're being lied to or "jerked around," which is fatiguing. Although often enough readers simply assume that a narrator has credibility, if you've ever read a book where you felt you simply didn't like the narrator very much—or watched a television show where you felt that none of the characters were likable or believable—that might be another sign that the writer has failed to establish a character's ethos. There are circumstances in which a writer creates an unreliable narrator—a narrator who is either purposefully or subconsciously offering a slanted narrative—but ethos is just as crucial in creating such a narrator: the author must first establish the narrator's ethos and then slowly undermine it over the course of the book. Other Helpful Ethos Resources

The Wikipedia Page on Ethos: An in-depth explanation of ethos, and how the concept has changed over time.

The Dictionary Definition of Ethos: A definition and etymology of the term, which comes from the Greek ethos meaning "character, custom, or habit."

Ethos on Youtube: An excellent video from TED-Ed about the three modes of persuasion.

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Literary Terms Related to Ethos

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What Is Ethos? History, Definition, and Examples | Grammarly

Grammarly HomeProductLearnFeaturesProduct DemoTrust & SecurityDownloadDesktopMobileBrowserWorkBy Team SizeEnterpriseTeams & BusinessesIndividualsBy Team FunctionCustomer SupportMarketingITSalesHREducationStudentsInstitutionsPricingResourcesLearnBlogCustomer StoriesBusiness Events & ReportsEducation Events & ReportsSupport CenterToolsAI Writing ToolsGrammar CheckerPlagiarism CheckerParaphrasing ToolContact SalesLog inGet GrammarlyIt's freeGrammarly HomeProductLearnFeaturesProduct DemoTrust & SecurityDownloadDesktopMobileBrowserWorkBy Team SizeEnterpriseTeams & BusinessesIndividualsBy Team FunctionCustomer SupportMarketingITSalesHREducationStudentsInstitutionsPricingResourcesLearnBlogCustomer StoriesBusiness Events & ReportsEducation Events & ReportsSupport CenterToolsAI Writing ToolsGrammar CheckerPlagiarism CheckerParaphrasing ToolGet GrammarlyIt's freeContact SalesLog inGrammarly Blog HomeWritingWriting TipsGrammarStudentsProfessionalsLifestyleProductCompanyGrammarly HomeWritingWriting TipsGrammarStudentsProfessionalsLifestyleProductCompanyGet GrammarlyIt's freeContact SalesLog inWhat Is Ethos? History, Definition, and ExamplesJennifer CaloniaUpdated on June 2, 2022StudentsWhether you’re writing a white paper for school or work or are tasked with writing a speech, ethos will likely be an integral part of your writing strategy. As one of the modes of persuasion, ethos conveys the author’s credibility and knowledge about the topic at hand.

Some examples of ethos include:

Advertisements where doctors recommend a product.

Murder mysteries where the main character is a professional detective.

Political speeches where a candidate talks about their relevant experience.

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What is ethos?

Ethos, an ancient Greek word meaning “character,” is a rhetorical or written technique that appeals to an audience or reader’s ethics. Authors achieve ethos in their writing by demonstrating that they are a trustworthy source of accurate information.

Modes of persuasion

This method of persuasion was first described in On Rhetoric by the Greek philosopher Aristotle. In his work, Aristotle discusses ethos, in addition to the other rhetorical appeals: logos, pathos—and the sometimes-forgotten kairos. Logos strives to appeal to the reader’s logic while pathos appeals to an audience’s emotions. Kairos uses situational context and timeliness as a rhetorical strategy.

Although appealing to a reader’s ethos sets you up as an authoritative source of information, relying on it exclusively can make your message seem biased or dismissive. Strong persuasive writing balances all rhetorical appeals.

For example, appealing to your audience’s pathos using purposeful diction and anecdotes helps them better relate to your words and ideas through shared experiences. Conversely, logos bolsters ethos by presenting claims and evidence clearly and rationally.

Appealing to an audience’s kairos means that in addition to a balance of all three modes mentioned above, you’re using current circumstances and timeliness—such as an event, trend, or political movement, to bolster your argument.

The three components of ethos

Aristotle breaks down a successful ethical appeal using three parts, all of which come together to establish the author as a trustworthy expert:

Phronesis

This component of ethos demonstrates your intelligence and mastery of a subject matter.

For example, phronesis can include having firsthand experience that gives your opinion or perspective legitimacy, or you might have earned a doctorate degree in a particular topic lending your knowledge credibility.

Use of concrete examples to support your written argument and additional authoritative third-party sources also lends phronesis to your work.

Arete

Establishing that your message is based on good moral intent and sound reasoning builds ethos in your writing. Arete is organizing your argument step by step so it guides the audience through your train of thought.

When done effectively, your audience should clearly see why your perspective is justified and necessary.

Eunoia

While arete focuses on the virtue of your message, eunoia is your virtuous intent and goodwill as a messenger. Ultimately, eunoia in ethos builds your charisma and likability.

It signals to the audience that your end goal as an author is based on good intentions in the best interest of the reader.

These components as a whole strengthen ethos, making you appear more reliable as a writer.

What is ethos in writing?

Although Aristotle’s concept of ethos as a persuasive rhetorical strategy is as old as ancient Greece, there are many ways that modern writers use it today. Below are a few ways ethos is found in business, academia, and more.

Expert witness reports: In a legal case, attorneys might use an expert witness report that’s written by a physician or other authoritative subject matter expert. These written reports rely on the expert’s knowledge and skill in an area to strengthen the ethos in an attorney’s argument.

Memoir: A memoir is a first-person account of a notable moment in an author’s life. It conveys their personal experiences and their perspective about those experiences, making them a reliable voice for the narrative.

News articles: A news article that’s written with ethos as a guiding principle engages the reader in a clear, unbiased, and fair way. Journalists who write news articles are expected to research the most current information that’s available and report the facts in a way that serves the reader’s best interest.

Opposite editorial: An opposite editorial, or op-ed, is an article that’s based on the author’s personal opinion. In it, the author must appeal to the ethos of their reader by establishing themselves as reliable and knowledgeable and by building a sound argument.

Print or online advertisements: Ads are designed to encourage a consumer to purchase a product or take some form of action. However, without a balanced ethos in its messaging—for example, if a brand hasn’t established its eunoia—the audience might hesitate. This is why some brands choose to leverage the clout of a public figure, like a celebrity, athlete, or influencer who’s built a trustworthy reputation with its audience.

Examples of ethos

Ethos is often at play in speeches, literature, and marketing, such as in the examples below.

In the first excerpt, Hillary Clinton, who was first lady at the time, bolsters her credibility and authority to speak on women-focused issues by noting that she’s had twenty-five years of experience doing so. Later, she draws on her firsthand accounts of meeting women across all parts of the world. Acknowledging her encounters with women from various parts of the world is particularly relevant to the speech’s ethical appeal because it was delivered at an international conference.

“Over the past twenty-five years, I have worked persistently on issues relating to women, children, and families. Over the past two and a half years, I’ve had the opportunity to learn more about the challenges facing women in my own country and around the world.”

“. . . I have met mothers in Indonesia. I have met working parents in Denmark. I have met women in South Africa.”

—Clinton at the fourth World Conference of the United Nations

In the classic novel To Kill a Mockingbird, the protagonist’s father Atticus Finch is an attorney addressing the jury at a trial. In this address, he appeals to each jury member’s ethos. Atticus accomplishes this by calling them to do the right thing by their verdict and appealing to their sense of virtue and integrity.

“I’m no idealist to believe firmly in the integrity of our courts and in the jury system—that is no ideal to me, it is a living, working reality. Gentlemen, a court is no better than each man of you sitting before me on this jury. A court is only as sound as its jury, and a jury is only as sound as the men who make it up. I am confident that you gentlemen will review without passion the evidence you have heard, come to a decision, and restore this defendant to his family. In the name of God, do your duty.”

—Atticus Finch in To Kill a Mockingbird by Harper Lee

In a commercial for its Q50 luxury vehicle, car manufacturer Infiniti partnered with NBA basketball player Stephen Curry in a car commercial that appeals to ethos. Throughout the commercial, Curry is shown skillfully dribbling two basketballs on a court while cut scenes of the Q50 are introduced. Meanwhile, throughout these visual scenes, there is voiceover:

“This is what performance sounds like . . . feels like . . . behaves like.”

—Curry in a commercial for Infiniti

Curry concludes the commercial by shooting and scoring a basket from the court’s three-point line.

Ethos FAQs

What is ethos?

Ethos uses an author or speaker’s credibility and authority as the basis for a written or rhetorical argument. It relies on the writer’s good character or reputation to build trust with the audience.

What is the purpose of ethos?

The purpose of ethos is an ethical appeal to convince an audience of the speaker’s or author’s integrity and expertise.

When is ethos used in writing?

You might unknowingly encounter ethos in written formats like a marketing advertisement, a political campaign speech, or a technical report for work. It can also be used by fiction writers to establish a narrator’s credibility.

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Meaning of ethos – Learner’s Dictionary

ethosnoun [ no plural ] uk

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/ˈiːθɒs/ us

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the ideas and beliefs of a particular person or group

(Definition of ethos from the Cambridge Learner's Dictionary © Cambridge University Press)

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in Chinese (Traditional)

（個人或團體的）精神特質，價值觀，信條…

in Chinese (Simplified)

（个人或团体的）精神特质，价值观，信条…

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etos…

yaşam felsefesi…

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Definition of ethos noun from the Oxford Advanced Learner's Dictionary

ethos noun /ˈiːθɒs/ /ˈiːθɑːs/ [singular] (formal)

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the moral ideas and attitudes that belong to a particular group, society or personan ethos of public servicethe carefree Californian ethosTeaching was central to his ethos.Extra ExamplesInvesting in arms companies is strongly against the group's ethos.The prevailing ethos of the teachers was that of strict discipline.Topics Personal qualitiesc1Word Originmid 19th cent.: from modern Latin, from Greek ēthos ‘nature, disposition’, (plural) ‘customs’.

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英语修辞学rhetorics的pathos、logos 和 ethos 到底怎么理解？ - 知乎

英语修辞学rhetorics的pathos、logos 和 ethos 到底怎么理解？ - 知乎首页知乎知学堂发现等你来答切换模式登录/注册英语英语学习英语专业英语修辞学英语修辞学rhetorics的pathos、logos 和 ethos 到底怎么理解？英语修辞学rhetorics的pathos、logos 和 ethos 到底怎么理解？关注者41被浏览186,752关注问题写回答邀请回答好问题 41 条评论分享5 个回答默认排序陆知月坏女(?)人关注logos: 晓之以理（logicalpathos：动之以情（emotionalethos：道之以信（credible更通俗一点：动之以逻辑性动之以情绪化动之以可信度编辑于 2017-07-25 01:57赞同 1113 条评论分享收藏喜欢收起匿名用户appeal to pathos=appeal to emotionappeal to logos=reason with reader/audience（have a strong argument）appeal to ethos=appeal to authority这种..怕答了被几个同校的看到..sat写作读过的基本都知道..或者ap写作读过的也是..知道就知道不知道看一遍也知道了的类型，没什么好骄傲的，匿了。讲了个小故事说自己目睹吞食塑料袋的海龟窒息而死哇好可怜blablabla --pathos我是海洋科学和环境科学的学者，我做过...研究，表明... --ethos塑料袋不仅对环境造成了巨大影响，也产生了巨大的资源浪费，因此blabla --logos编辑于 2018-02-18 00:04赞同 622 条评论分享收藏喜欢

ethos是什么意思_ethos的翻译_音标_读音_用法_例句_爱词霸在线词典

s是什么意思_ethos的翻译_音标_读音_用法_例句_爱词霸在线词典首页翻译背单词写作校对词霸下载用户反馈专栏平台登录ethos是什么意思_ethos用英语怎么说_ethos的翻译_ethos翻译成_ethos的中文意思_ethos怎么读,ethos的读音,ethos的用法,ethos的例句翻译人工翻译试试人工翻译翻译全文简明柯林斯牛津ethosGRE英 [ˈiːθɒs]美 [ˈiːθɑːs]释义n.民族精神; 社会思潮; 气质点击人工翻译，了解更多人工释义实用场景例句全部民族精神气质an ethos of public service公益服务的意识牛津词典...the traditional public service ethos.传统公共服务意识柯林斯高阶英语词典The whole ethos of the hotel is effortless service.该酒店的全部理念就是提供轻松的服务。柯林斯高阶英语词典We must develop an ethos of cost consciousness.我们必须提高人们在成本意识方面的精神素质.辞典例句Fourthly, ethos stimulates and accelerates the development of national industry.四是民族精神的振奋促进了民族工业的飞速发展.期刊摘选How does the game evoke the ethos and atmosphere and pageantry of its setting?游戏该如何调动玩家的情感并给出一个完美的世界设定呢 ?期刊摘选Republicans scoff at the suggestion Mr Obama has a unique claim the public service ethos.有人认为,在公共服务精神方面,奥巴马先生有着独特的主张,但共和党人对此嗤之以鼻.期刊摘选His book captures exactly the ethos of Elizabethan England.他的书准确地描绘了英国伊丽莎白时代的风土人情.辞典例句Climate is belonged to in ethos of season of sex of half arid mainland awaits zone.气候属中温带半干旱大陆性季风气候.期刊摘选But there is also a relaxed, straightforward manner behind the hard business ethos.不过,在他强硬的商业特质背后,也有一种轻松、坦率的作风.期刊摘选From what the respect inspects the study ethos of the school?从哪些方面来考察学校的学习风气?期刊摘选Science is a social institution that has special values, aims and ethos.科学是一种具有独特价值目标和精神气质的社会建制.期刊摘选I think these choices were closely associated with their life experiences and spiritual ethos.我想这与他们在生活经历和精神气质上的相似性不无关联.期刊摘选The path he saw himself taking in his research seemed directly opposed to the ethos of the department.他发现自己的研究路线似乎与系里的精神截然不同.《简明英汉词典》Campus a beautiful environment, clean, good school discipline ethos.校园环境优美、整洁, 有良好的校风校纪.期刊摘选The ethos is assembly of character, moral notions and value criteria peculiar to a specific nation.民族精神是一个民族的民族品格、道德观念和价值准则的总和.期刊摘选In new historical period, promote Xi Baipo spirit, have important sense to breed and abounding ethos.在新的历史时期, 弘扬西柏坡精神, 对于培育和丰富民族精神具有重要意义.期刊摘选Anchoret ethos has a long history in China, with varieties in each historic period.隐逸现象在中国历史悠久、源远流长, 在不同历史时期呈现出不同的面貌.期刊摘选They are around all around of this school read the ethos appears pretty good.他们环顾四面这所学校的读书风气似乎不错.期刊摘选The group's general ethos evolved from the interaction between staff and users.这个团队的普遍作风是从工作人员与用户之间的互动逐渐发展形成的.期刊摘选Launched in 1977, each successive generation interprets the ethos of the series anew.自从1977年推出到现在, 每一款新车都淋漓尽致的诠释了BMW7系车的高贵气质.期刊摘选We should improve the cultural construction, nourish ethos and contribute to the prosperity of China.我们要加强文化建设, 培育民族精神,为中国社会的繁荣发展努力.期刊摘选Law school attaches importance to ethos and stresses on training of students'abilities and personalities.学院十分重视院风和学风建设,强调学生的素质教育和人格教育.期刊摘选They were as far removed from the ethos of terrorism as you could imagine.他们丝毫不受恐怖主义思潮的影响,这你可以想像到的.《简明英汉词典》Fourth, their activities had a strong pedantic style and Confucian ethos, of unified thinking and cohesion.其四, 他们的活动方式带有浓厚的学院书斋色彩, 缺乏统一的思想和凝聚力.期刊摘选Dry Kiln Middle School rigorous style of study, a good school ethos, teaching achievements remarkable.干窑中学学风严谨, 校风良好, 教学成绩显著.期刊摘选The day could not be far distant when naturalism would dominate the ethos of American literature.自然主义将支配美国文学风气的时日,已经为期不远.辞典例句High school basketball or football teams are placesswheresthe ethos of competition is given still stronger emphasis.高中的篮球队与橄榄球队仍然是进一步强调竞争精神的地方.期刊摘选Organised, controlled and steady, the bookish Hodgson's ethos is the opposite of the flash of Harrods.有组织, 控制和平稳, 书生气霍奇森的精神,是闪光的哈罗兹相反.期刊摘选收起实用场景例句真题例句全部四级六级But critics say the digital access codes represent the same profit-seeking ethos (观念) of the textbook business, and are even harder for students to opt out of.2018年6月四级真题（第三套）阅读 Section BCorporations in Germany realized that there was an interest to be served economically and patriotically in building up a skilled labor force at home; we never had that ethos (风气)," says Richard Sennett, a New York University sociologist who has written about the connection of craft and culture.出自-2013年6月阅读原文收起真题例句英英释义Noun1. (anthropology) the distinctive spirit of a culture or an era;"the Greek ethos"收起英英释义释义实用场景例句真题例句英

What is Ethos? Definition, Examples, and Techniques - TCK Publishing

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What is Ethos? Definition, Examples, and Techniques

by Kaelyn Barron

There are three modes of persuasion—ethos, pathos, and logos—that are frequently used to appeal to audiences when making an argument.

Pathos works at our emotions to get us to think, feel, or act in a certain way, while logos appeals to logic and reason, making it an excellent asset for both written and spoken discourse.

Ethos, however, works by establishing the presenter’s credibility, which is essential for a convincing argument.

Ethos Definition

Derived from the Greek word for “character,” ethos is a rhetorical device that is used to establish the speaker’s credibility or appeal to the audience’s sense of ethical responsibility.

Ethos is usually applied when the speaker wants to validate their intentions (in other words, why their argument is a good and relevant one) or when they want to demonstrate their authority on a subject.

Why is Ethos Important?

Ethos is necessary for convincing an audience that a speaker is someone they should believe. If an audience does not trust the qualifications or knowledge of the persuader, they likely will not be moved by his or her words.

Even if a speaker presents logically sound arguments, some audiences will still not be totally convinced unless they know something about the speaker’s merits.

How to Use Ethos in Writing

When used properly, an appeal to ethos can make your persuasive, creative, and expository writing more effective and interesting to readers.

Use Expert Opinions

Through extensive, up-to-date research—or by bringing in expert support—you can establish greater credibility for your argument. This is also where logos and ethos can work hand in hand to create not only a logical, but believable, point.

Although you might use a personal experience or two to illustrate your authority, avoid overdoing it and limit your use of the first person to these specific experiences.

In all other cases, write from the third person point of view and avoid bringing in too much emotion.

Present Balanced Arguments

Presenting a valid counter argument can actually help to build your credibility as a speaker.

By showing that you and the other side agree on at least one point—or, by conceding to one of the opposition’s valid points—you will demonstrate to audiences that you are both fair and rational, which makes you trustworthy.

However, don’t get carried away in your counter argument—remember which side you support and only concede what is necessary to show that you can be even-handed.

Use Appropriate Vocabulary

When appealing to ethos, it is important that you choose your words with care. Consider both your audience and the topic—you don’t want to use fancy words that will confuse or intimidate your audience, but you also don’t want to sound weak or unprofessional.

Try to match your tone and level of writing to that of your target audience. Make sure that your words carry the appropriate connotations, as well.

Examples of Ethos

Examples of ethical appeals can be found in both fiction and nonfiction works.

It is frequently utilized in advertisement campaigns, political rhetoric, and even literature.

Ethos in Literature

From To Kill a Mockingbird by Harper Lee:

I’m no idealist to believe firmly in the integrity of our courts and in the jury system—that is no ideal to me, it is a living, working reality. Gentlemen, a court is no better than each man of you sitting before me on this jury. A court is only as sound as its jury, and a jury is only as sound as the men who make it up. I am confident that you gentlemen will review without passion the evidence you have heard, come to a decision, and restore this defendant to his family. In the name of God, do your duty.

In this example from To Kill a Mockingbird, Atticus uses ethos to appeal to the jury before him in hopes that they will make the right, ethical decision.

Ethos in Politics

From Winston Churchill’s 1941 Address to the United States Congress:

I am a child of the House of Commons. I was brought up in my father’s house to believe in democracy. “Trust the people.” That was his message. I used to see him cheered at meetings and in the streets by crowds of workingmen way back in those aristocratic Victorian days when as Disraeli said “the world was for the few, and for the very few.”

Therefore I have been in full harmony all my life with the tides which have flowed on both sides of the Atlantic against privilege and monopoly and I have steered confidently towards the Gettysburg ideal of government of the people, by the people, for the people.

In this speech, British Prime Minister Winston Churchill stresses the qualities and values he shares with the American public in order to establish ethos and present himself as more relatable to his audience.

Ethos in Advertising

When it comes to advertising, ethos is usually employed in one of two ways: by using a celebrity or big name that people recognize and trust, or by appealing to the average person, aka the “plain folks” strategy.

Celebrities and Trusted Names

Jennifer Aniston is featured in Glaceau’s Smart Water advertising campaign because she is a family name, and even though most of us don’t actually know her or have any reason to trust her opinion on water so easily, many people feel like they can.

If Rachel from Friends says this water is good for me, it must be true, right?

This technique is mostly used by big brands to sell anything from athletic shoes to acne products.

The “Plain Folks” Technique

The other common strategy—the “plain folks” technique—takes exactly the opposite approach by appealing to everyday individuals.

While it is also used to sell products, the plain folks technique is frequently used in political campaigns to show voters that a candidate—despite their wealth or status—is just like them.

Hillary Clinton’s “Family Strong” ad from her 2016 presidential campaign is an example of this method. The video uses images of Clinton’s family and highlights her rather ordinary upbringing to make her appear more relatable to voters.

Use Ethos to Improve Your Writing

Whether you’re writing to persuade or entertain, ethos can enrich your writing and help you gain the trust of your readers.

Start practicing with writing prompts today to see if you can apply the three modes of persuasion for more effective prose.

Which techniques have helped you improve your persuasive writing? Feel free to share in the comments below!

If you enjoyed this post, then you might also like:

What is Pathos? Definition, Examples, and Techniques

The 4 Main Writing Styles: Definitions, Examples, and Techniques

What is Logos? Definition, Examples, and Techniques

What is Creative Writing? Types, Techniques, and Tips

Kaelyn BarronAs a blog writer for TCK Publishing, Kaelyn loves crafting fun and helpful content for writers, readers, and creative minds alike. She has a degree in International Affairs with a minor in Italian Studies, but her true passion has always been writing. Working remotely allows her to do even more of the things she loves, like traveling, cooking, and spending time with her family.

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ethos | "ethos" 的词源、"ethos" 的起源和意思 - etymonline

s | "ethos" 的词源、"ethos" 的起源和意思 - etymonline搜索Quick search commandColumnsForumAppsPremium登录登录广告ethos(n.)1851年（Palgrave）出现了“一个民族的‘天才’，时代和地点的特征精神”的概念，源自希腊语 ēthos，“习性和性情；道德品质；习惯，风俗；习以为常的地方”，在复数形式中，“风俗”，来自 PIE 词根 *s(w)e- 第三人称代词和反身代词（参见 idiom）。这是亚里士多德（如在“修辞学”II xii-xiv 中）中的一个重要概念。同样来自于:1851 相关词汇 ethosidiom(n.)1580年代，“某个民族或地方的语言形式”；意思是“某种语言特有的短语或表达”，来自1620年代的法语 idiome（16世纪）和直接来自晚期拉丁语 idioma “语言中的特殊性”，来自希腊语 idioma “特殊性，特殊的短语”，（福勒写道，“‘独特的表现’是希腊词最接近的翻译”），来自 idioumai “占为己有”，来自 idios “个人的，私人的”，本意为“特定于自己的”。这来自于 PIE *swed-yo-, 根的带后缀形式 *s(w)e-, 第三人称和反身代词（指回句子的主语），也用于表示说话者的社交团体，“（我们自己）”，（源自梵语 svah, 阿维斯陀语 hva-, 古波斯语 huva “自己的”， khva-data “主人”，字面意思是“从自己创造”；希腊语 hos “他，她，它”；拉丁语 suescere “习惯，习惯”， sodalis “伴侣”；古教会斯拉夫语 svoji “他的，她的，它的”， svojaku “亲戚，同族”；哥特语 swes “自己的”；古诺尔斯语 sik “自己”；德语 Sein；古爱尔兰语 fein “自己，他自己”）。[G]rammar & idiom are independent categories; being applicable to the same material, they sometimes agree & sometimes disagree about particular specimens of it; the most can be said is that what is idiomatic is far more often grammatical than ungrammatical, but that is worth saying, because grammar & idiom are sometimes treated as incompatibles .... [Fowler]【语法和习惯用法是独立的范畴；它们适用于相同的材料，有时在特定的样本上一致，有时不一致；最多可以说的是，惯用语通常比不合语法的用法更符合语法，但这是值得说的，因为语法和习惯用法有时被视为不相容的……【福勒】】cacoethes(n.)"干某事的渴望"，来自公元1560年带拉丁语词缀的希腊名词 kakoēthēs，意为"坏习惯，邪念，干某事的瘙痒感"，来自于 kakos（表示坏的，来自于 PIE 词根 *kakka-，即"排泄"）和 ēthē-（表示个性，品质，详见 ethos）。最著名的是在朱文尼乌斯的 insanabile scribendi cacoethes 中，指"无法治愈的写作热情"。广告ethicethologySee all related words (4)ethos 的使用趋势广告仅供参考，由机器翻译系统提供。查看原文，请访问：Etymology, origin and meaning of ethos广告在 ethos 附近的词典条目ethnocentricethnogenesisethnographyethnologyethologyethosethylethylene-eticeticetiolate链接论坛参考文献链接产品iOS 应用安卓应用Chrome 扩展关于网站作者网站简介在 Facebook 关注我们支持通过 PayPal 捐赠Patreon 订阅支持购买周边简体中文 (Chinese)深色自动浅色服务协议隐私政策Copyright © 2001 - 2023 Douglas Har

Logos, Ethos & Pathos: Easy Explainer + Examples - Grad Coach

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What Are Logos, Pathos & Ethos?

A straight-forward explainer (with examples)

By: Derek Jansen (MBA) | Reviewer: Eunice Rautenbach (DTech) | June 2023

https://youtu.be/o95-WnH28f0Video can't be loaded because JavaScript is disabled: Logos, Pathos & Ethos: How To Argue Like Aristotle (or Jordan Peterson) (https://youtu.be/o95-WnH28f0)

If you spend any amount of time exploring the wonderful world of philosophy, you’re bound to run into the dynamic trio of rhetorical appeals: logos, ethos and pathos. But, what exactly do they mean and how can you use them in your writing or speaking? In this post, we’ll unpack the rhetorical love triangle in simple terms, using loads of practical examples along the way.

Overview: The Rhetorical Triangle

What are logos, pathos and ethos?

Logos unpacked (+ examples)

Pathos unpacked (+ examples)

Ethos unpacked (+ examples)

The rhetorical triangle

What are logos, ethos and pathos?

Simply put, logos, ethos and pathos are three powerful tools that you can use to persuade an audience of your argument. At the most basic level, logos appeals to logic and reason, while pathos appeals to emotions and ethos emphasises credibility or authority.

Naturally, a combination of all three rhetorical appeals packs the biggest punch, but it’s important to consider a few different factors to determine the best mix for any given context. Let’s look at each rhetorical appeal in a little more detail to understand how best to use them to your advantage.

Logos 101

Logos appeals to the logical, reason-driven side of our minds. Using logos in an argument typically means presenting a strong body of evidence and facts to support your position. This evidence should then be accompanied by sound logic and well-articulated reasoning.

Let’s look at some examples of logos in action:

A friend trying to persuade you to eat healthier might present scientific studies that show the benefits of a balanced diet and explain how certain nutrients contribute to overall health and longevity.

A scientist giving a presentation on climate change might use data from reputable studies, along with well-presented graphs and statistical analyses to demonstrate the rising global temperatures and their impact on the environment.

An advertisement for a new smartphone might highlight its technological features, such as a faster processor, longer battery life, and a high-resolution camera. This could also be accompanied by technical specifications and comparisons with competitors’ models.

In short, logos is all about using evidence, logic and reason to build a strong argument that will win over an audience on the basis of its objective merit. This contrasts quite sharply against pathos, which we’ll look at next.

Pathos 101

Contrasted to logos, pathos appeals to the softer side of us mushy humans. Specifically, it focuses on evoking feelings and emotions in the audience. When utilising pathos in an argument, the aim is to cultivate some feeling of connection in the audience toward either yourself or the point that you’re trying to make.

In practical terms, pathos often uses storytelling, vivid language and personal anecdotes to tap into the audience’s emotions. Unlike logos, the focus here is not on facts and figures, but rather on psychological affect. Simply put, pathos utilises our shared humanness to foster agreement.

Let’s look at some examples of pathos in action:

An advertisement for a charity might incorporate images of starving children and highlight their desperate living conditions to evoke sympathy, compassion and, ultimately, donations.

A politician on the campaign trail might appeal to feelings of hope, unity, and patriotism to rally supporters and motivate them to vote for his or her party.

A fundraising event may include a heartfelt personal story shared by a cancer survivor, with the aim of evoking empathy and encouraging donations to support cancer research.

As you can see, pathos is all about appealing to the human side of us – playing on our emotions to create buy-in and agreement.

Ethos 101

Last but not least, we’ve got ethos. Ethos is all about emphasising the credibility and authority of the person making the argument, or leveraging off of someone else’s credibility to support your own argument.

The ethos card can be played by highlighting expertise, achievements, qualifications and accreditations, or even personal and professional associations and connections. Ultimately, the aim here is to foster some level of trust within the audience by demonstrating your competence, as this will make them more likely to take your word as fact.

Let’s look at some examples of ethos in action:

A fitness equipment brand might hire a well-known athlete to endorse their product.

A toothpaste brand might make claims highlighting that a large percentage of dentists recommend their product.

A financial advisor might present their qualifications, certifications and professional memberships when meeting with a prospective client.

As you can see, using ethos in an argument is largely about emphasising the credibility of the person rather than the logical soundness of the argument itself (which would reflect a logos-based approach). This is particularly helpful when there isn’t a large body of evidence to support the argument.

Ethos can also overlap somewhat with pathos in that positive emotions and feelings toward a specific person can oftentimes be extended to someone else’s argument. For example, a brand that has nothing to do with sports could still benefit from the endorsement of a well-loved athlete, just because people feel positive feelings about the athlete – not because of that athlete’s expertise in the product they’re endorsing.

How to use logos, pathos and ethos

Logos, pathos and ethos combine to form the rhetorical triangle, also known as the Aristotelian triangle. As you’d expect, the three sides (or corners) of the triangle reflect the three appeals, but there’s also another layer of meaning. Specifically, the three sides symbolise the relationship between the speaker, the audience and the message.

Without getting too philosophical, the key takeaway here is that logos, pathos and ethos are all tools that you can use to present a persuasive argument. However, how much you use each tool needs to be informed by careful consideration of who your audience is and what message you’re trying to convey to them.

For example, if you’re writing a research paper for a largely scientific audience, you’ll likely lean more heavily on the logos. Conversely, if you’re presenting a speech in which you argue for greater social justice, you may lean more heavily on the pathos to win over the hearts and minds of your audience.

Simply put, by understanding the relationship between yourself (as the person making the argument), your audience, and your message, you can strategically employ the three rhetorical appeals to persuade, engage, and connect with your audience more effectively in any context. Use these tools wisely and you’ll quickly notice what a difference they can make to your ability to communicate and more importantly, to persuade.

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ETHOS in Simplified Chinese - Cambridge Dictionary

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Translation of ethos – English–Mandarin Chinese dictionary

ethosnoun [ S ] uk

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/ˈiː.θɒs/ us

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the set of beliefs, ideas, etc. about the social behaviour and relationships of a person or group

（个人或团体的）精神特质，价值观，信条

national ethos

民族精神特质

working-class ethos

工人阶级道德思想

The ethos of the traditional family firm is being threatened.

传统家族公司的价值理念受到威胁。

Examples of ethos

ethos

That is, speakers can draw on the voices of local rationality or the ethos of the family, community, or place.

From the Cambridge English Corpus

Its ethos was one of careful reflection and of enjoying ideas and communicating them.

From the Cambridge English Corpus

These characteristics of futility decisions are challenges to the baby-boomer ethos and are therefore likely to produce resistance.

From the Cambridge English Corpus

It also suggests that this sort of thing is not part of the contemporary ethos that focuses on the individual and not the community.

From the Cambridge English Corpus

For better or worse, linguistics is rife with frameworks, each with its own ethos.

From the Cambridge English Corpus

Second, social groups are influential through the ethos, attitudes and styles of behavior that characterize them.

From the Cambridge English Corpus

Currently this differentiation is not apparent in our ageing services and that absence reflects an exemplary egalitarian ethos in the system.

From the Cambridge English Corpus

The ethos of coordination is to do the right thing at the right time for the right reasons.

From the Cambridge English Corpus

Translations of ethos

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（個人或團體的）精神特質，價值觀，信條…

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ETHOS在劍橋英語詞典中的解釋及翻譯

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ethos 在英語中的意思

ethosnoun [ S ] uk

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/ˈiː.θɒs/ us

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the set of beliefs, ideas, etc. about the social behaviour and relationships of a person or group: national ethos working-class ethos The ethos of the traditional family firm is being threatened.

「SMART 詞彙」：相關單字和片語

Morality and rules of behaviour

antisocial

antisocially

baseness

biocentric

bioethicist

ethic

ethical

ethically

ethicist

honour

liberty

moral

motto

principle

principled

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work ethic

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ethos | 美式英語詞典

ethosnoun [ U ] us

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the set of moral beliefs, attitudes, habits, etc., that are characteristic of a person or group: Violence is part of their ethos.

ethos | 商務英語

ethosnoun [ U ]

SOCIAL RESPONSIBILITY uk

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ethos的例句

ethos

Its ethos was one of careful reflection and of enjoying ideas and communicating them.

來自 Cambridge English Corpus

The role of the villa might remain the space that enables contemplation to become an ethos, and for action to become reconciled with poetry.

來自 Cambridge English Corpus

That is, speakers can draw on the voices of local rationality or the ethos of the family, community, or place.

來自 Cambridge English Corpus

It is to be the sun from which the college radiates, as well as the centre into which its energy, wisdom and ethos are condensed.

來自 Cambridge English Corpus

However, what counts as knightly is interpreted through the individualist, small business-oriented professional ethos of dentistry.

來自 Cambridge English Corpus

It meant opting for and cultivating a positivistically orientated scientific ethos, for an emancipation from the ethos of the party soldier.

來自 Cambridge English Corpus

As prenatal testing became more widely available, the ethos of genetic counselling began to in-uence attitudes towards how decisions should be made.

來自 Cambridge English Corpus

First, the professional ethos of dentistry is that of the autonomous clinician directly engaged with the patient.

來自 Cambridge English Corpus

In other words, its fundamental assumptions and ethos were consonant with those of the wider society which surrounded it.

來自 Cambridge English Corpus

Currently this differentiation is not apparent in our ageing services and that absence reflects an exemplary egalitarian ethos in the system.

來自 Cambridge English Corpus

He quickly demonstrated great fluency in the charitable ethos of caring for the displaced and unfortunate.

來自 Cambridge English Corpus

Even the initiation rituals continued to include an emphasis on fertility and generational succession rather than on warrior ethos.

來自 Cambridge English Corpus

It also suggests that this sort of thing is not part of the contemporary ethos that focuses on the individual and not the community.

來自 Cambridge English Corpus

A definite change had occurred between the ethos of the court prevailing in the 1950s, 1960s, and 1970s and that which prevailed in 1986.

來自 Cambridge English Corpus

Second, social groups are influential through the ethos, attitudes and styles of behavior that characterize them.

來自 Cambridge English Corpus

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（個人或團體的）精神特質，價值觀，信條…

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Home - Ethos, Pathos, and Logos, the Modes of Persuasion ‒ Explanation and Examples

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Ethos, Pathos, and Logos Definition and Examples

Ethos, Pathos, and Logos are modes of persuasion used to convince audiences. They are also referred to as the three artistic proofs (Aristotle coined the terms), and are all represented by Greek words.

Ethos or the ethical appeal, means to convince an audience of the author’s credibility or character.

An author would use ethos to show to his audience that he is a credible source and is worth listening to. Ethos is the Greek word for “character.” The word “ethic” is derived from ethos.

Ethos can be developed by choosing language that is appropriate for the audience and topic (this also means choosing the proper level of vocabulary), making yourself sound fair or unbiased, introducing your expertise, accomplishments or pedigree, and by using correct grammar and syntax.

During public speaking events, typically a speaker will have at least some of his pedigree and accomplishments listed upon introduction by a master of ceremony.

Pathos or the emotional appeal, means to persuade an audience by appealing to their emotions.

Authors use pathos to invoke sympathy from an audience; to make the audience feel what what the author wants them to feel. A common use of pathos would be to draw pity from an audience. Another use of pathos would be to inspire anger from an audience, perhaps in order to prompt action. Pathos is the Greek word for both “suffering” and “experience.” The words empathy and pathetic are derived from pathos.

Pathos can be developed by using meaningful language, emotional tone, emotion evoking examples, stories of emotional events, and implied meanings.

Logos or the appeal to logic, means to convince an audience by use of logic or reason.

To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject. Logos is the Greek word for “word,” however the true definition goes beyond that, and can be most closely described as “the word or that by which the inward thought is expressed" and, "the inward thought itself" (1). The word “logic” is derived from logos.

Logos can be developed by using advanced, theoretical or abstract language, citing facts (very important), using historical and literal analogies, and by constructing logical arguments.

In order to persuade your audience, proper use of Ethos, Pathos, and Logos is necessary.

Examples of Ethos, Logos and Pathos:

Example of Ethos:

“Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30...

During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurene and I have a wonderful family together.”

Stanford Commencement Speech by Steve Jobs. June 12, 2005.

Example of Pathos:

"I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. And some of you have come from areas where your quest -- quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality. You have been the veterans of creative suffering. Continue to work with the faith that unearned suffering is redemptive. Go back to Mississippi, go back to Alabama, go back to South Carolina, go back to Georgia, go back to Louisiana, go back to the slums and ghettos of our northern cities, knowing that somehow this situation can and will be changed."

I Have a Dream by Martin Luther King Jr. August 28th, 1963.

Example of Logos:

"However, although private final demand, output, and employment have indeed been growing for more than a year, the pace of that growth recently appears somewhat less vigorous than we expected. Notably, since stabilizing in mid-2009, real household spending in the United States has grown in the range of 1 to 2 percent at annual rates, a relatively modest pace. Households' caution is understandable. Importantly, the painfully slow recovery in the labor market has restrained growth in labor income, raised uncertainty about job security and prospects, and damped confidence. Also, although consumer credit shows some signs of thawing, responses to our Senior Loan Officer Opinion Survey on Bank Lending Practices suggest that lending standards to households generally remain tight."

The Economic Outlook and Monetary Policy by Ben Bernanke. August 27th, 2010.