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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]
Aristotle acknowledged that the union between the speaker’s appearance, his reputation, and his ability to give the speech all add up to the meaning of Ethos. [7] This can be done by: Being a notable figure in the field in question, such as a college professor or an executive of a company whose business is related to the presenter's topic
Litotes can be used to establish ethos, or credibility, by expressing modesty or downplaying one's accomplishments to gain the audience's favor. In the book Rhetorica ad Herennium , litotes is addressed as a member of the Figures of Thought known as deminutio , or understatement.
For example, to Aristotle, anger results from the feeling of belittlement. [1]: II.2.3–4 Those who become angry are distressed due to a foiling of their desires. [1]: II.2.9 The angry direct their emotion towards those who insult them or that which those people value. These insults are the reasoning behind the anger. [1]: II.2.12–27
Audience must adopt a particular ethos prior to being persuaded by constitutive rhetoric, thus the ethos of the subject of discourse can be critically studied and interpreted through a text. [4] While these theorists all contributed to the theory of constitutive rhetoric, James Boyd White was the first to coin the term.
For example, in UK, people speak of "Crown property" meaning property belonging to the State. Similarly: "The White House had no comment to make." Minor premise – statement in an argument. Moral reasoning – reasoning employed in rhetoric that determines a conclusion based on evidence; used in issues of ethics, religion, economics, and politics.
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Pathos tends to use "loaded" words that will get some sort of reaction. Examples could include "victim", in a number of different contexts. In certain situations, pathos may be described as a "guilt trip" based on the speaker trying to make someone in the audience or the entire audience feel guilty about something.