Search results
Results from the WOW.Com Content Network
A sculpture representing Ethos outside the Australian Capital Territory Legislative Assembly in Canberra, Australia. Ethos (/ ˈ iː θ ɒ s / or US: / ˈ iː θ oʊ s /) is a Greek word meaning 'character' that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology; and the balance between caution and passion. [1]
In some cases, downplaying the ethos can be done while emphasizing pathos, for example as William Jennings Bryan did in his Cross of Gold speech: I would be presumptuous, indeed, to present myself against the distinguished gentlemen to whom you have listened if this were but a measuring of ability; but this is not a contest among persons.
The Greek terms equivalent to Latin mores are ethos (ἔθος, ἦθος, 'character') or nomos (νόμος, 'law'). As with the relation of mores to morality, ethos is the basis of the term ethics, while nomos gives the suffix -onomy, as in astronomy.
The original version includes only three points: the writer/speaker (ethos), the audience (pathos), and the message itself (logos). All the points affect one another, so mastering each creates a persuasive rhetorical stance. [9] The rhetorical tetrahedron carries those three points along with context. Context can help explain the "why" and "how ...
For example, this type of advertising is exemplified in large food brands such as Presidents Choice's "Eat Together" campaign (2017), and Coca-Cola's "Open-happiness" campaign (2009). One of the most well-known examples of pathos in advertising is the SPCA commercials with pictures of stray dogs with sad music.
Book II gives advice for all types of speeches. Aristotle's Rhetoric generally concentrates on ethos and pathos, and—as noted by Aristotle—both affect judgment. Aristotle refers to the effect of ethos and pathos on an audience since a speaker needs to exhibit these modes of persuasion.
The Mercantile acquisition had made sense at the time, given that it came, during a period of department store consolidation, when the ethos was buy or be bought, or miss out on the land grab.
Merton defines this 'ethos' with reference to Albert Bayet's 1931 work La Morale de la Science, which "abandons description and analysis for homily" as "that affectively toned complex of values and norms which is held to be binding on the man of science".