The characteristic spirit or fundamental values that define a culture, group, or individual. In rhetoric, the credibility or ethical appeal of a speaker or writer.
From Greek 'ethos' meaning 'custom' or 'character,' related to 'ethikos' (ethical). Aristotle used it as one of three modes of persuasion, representing the speaker's credibility and moral character as a means of convincing an audience.
Ethos is the 'spirit' or 'vibe' of a group - their core values and character. In the famous trio of persuasion (ethos, pathos, logos), ethos is about trust: 'Should I believe this person?' It's your credibility and moral authority. Think: ethics = ethos!
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