what is an ethos

Ethos is a Greek word that means "character" and refers to the guiding beliefs or ideals that characterize a community, nation, or ideology, as well as the balance between caution and passion. In modern usage, ethos denotes the disposition, character, or fundamental values peculiar to a specific person, people, organization, culture, or movement. Ethos is also an element of argument and persuasion through which a speaker establishes their credibility and knowledge, as well as their good moral character. In rhetoric, ethos is one of the three artistic proofs or modes of persuasion, along with logos and pathos, and refers to the credibility of the speaker. Speakers must establish ethos from the start, which can involve "moral competence" only, but Aristotle broadens the concept to include expertise and knowledge. Some examples of ethos include advertisements where doctors recommend a product, murder mysteries where the main character is a professional detective, and political speeches where a candidate talks about their relevant experience.