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For Aristotle, a speaker's ethos was a rhetorical strategy employed by an orator whose purpose was to "inspire trust in his audience" (Rhetorica 1380). Ethos was therefore achieved through the orator's "good sense, good moral character, and goodwill", and central to Aristotelian virtue ethics was the notion that this "good moral character" was ...
Aristotle defines rhetoric as the ability in a particular case to see the available means of persuasion. He defines pisteis (plural of πῐ́στῐς, pístis, lit. ' 'trust in others, faith; means of persuasion' ') as atechnic (inartistic) and entechnic (artistic). Of the pisteis provided through speech there are three: ethos, pathos, and logos.
These include ethos, pathos, and logos, all three of which appear in Aristotle's Rhetoric. [1] Together with those three modes of persuasion, there is also a fourth term called Kairos ( Ancient Greek : καιρός), which is related to the “moment” that the speech is going to be held. [ 2 ]
Aristotle's Rhetoric proposes that a speaker can use three basic kinds of appeals to persuade his audience: ethos (an appeal to the speaker's character), pathos (an appeal to the audience's emotion), and logos (an appeal to logical reasoning). [148]
Aristotle also identified three persuasive audience appeals: logos, pathos, and ethos. The five canons of rhetoric , or phases of developing a persuasive speech, were first codified in classical Rome: invention , arrangement , style , memory , and delivery .
According to Elizabeth Belfiore’s "Narratological Plots and Aristotle's Mythos", Aristotle believed that "plot is essential to tragedy, ethos [character] is second to plot", [12] [13] and that "psychological and ethical considerations are secondary to the events themselves". [14]
First page of a 1566 edition of the Aristotolic Ethics in Greek and Latin. The Nicomachean Ethics (/ ˌ n aɪ k ɒ m ə ˈ k i ə n, ˌ n ɪ-/; Ancient Greek: Ἠθικὰ Νικομάχεια, Ēthika Nikomacheia) is Aristotle's best-known work on ethics: the science of the good for human life, that which is the goal or end at which all our actions aim. [1]:
Aristotle posits that, alongside pathos, the speaker must also deploy good ethos in order to establish credibility (Book 2.1.5–9). [5] Aristotle details what individual emotions are useful to a speaker (Book 2.2.27). [7]