ethos
Say it: EE-thoss /ˈiːθɒs/ · noun
What “ethos” means
Persuading people through your credibility and character.
More precisely: In rhetoric, persuading through the speaker's credibility and character.
When to use it
When discussing why an audience trusts a speaker's experience, expertise or character. A technical term from the study of persuasion.
Memory trick
Greek “ethos” means character: people trust the person behind the argument.
It can also mean
More generally, it means the shared values or spirit of a group.
Similar words
credibility, authority, character
Where it comes from
Greek, 'character'; one of Aristotle's three modes of persuasion.
Quick check
An experienced firefighter persuades residents to fit smoke alarms by drawing on years of rescuing people. Which persuasive appeal is central?
logos or ethos?
Show the answer
ethos
Learn 5 new words a day in Kinquire. Each with a picture, how to say it, an example and a quick check, then spaced review so you actually keep them. Free to start.
Learn “ethos”