Ethos

In rhetoric, ethos is one of the three aspects of the rhetorical triangle or the rhetorical appeals along with logos and pathos. Aristotle introduced the idea of ethos in his treatise "Rhetoric" which discussed in depth the art of persuasion. Aristotle described ethos as "the character or goodwill of the speaker." Today, the speaker's reliability, credibility, and authority are all considered in the makeup of their ethos. Thusly, ethos is the most personal model of persuasion, one in which the author can display his/her thoughts or beliefs that speak beneath the text.

The Speakers' Motives
Though this artistic proof is listed as the "ethical appeal," this does not necessarily mean that the popular speaker has to have the correct ethics. It is indeed a mode of persuasion, so it is important to keep in mind the speakers' motives when discussing ethos. It is very important to determine whether or not the speaker has a vested interest in the outcome of the discussion or any other ulterior motive. Therefore, ethos can be just as much about the audience as it is about the speaker. The audience has to make a judgment about the speakers' ethos and whether or not they believe what he/she has to say.

Three Categories of Ethos
There are three categories of ethos.

- Phronesis- The ability to consider the mode of action necessary to create change and improve life. According to Aristotle, the growth of phronesis requires maturation:

"Whereas young people become accomplished in geometry and mathematics, and wise within these limits, prudent young people do not seem to be found. The reason is that prudence is concerned with particulars as well as universals, and particulars become known from experience, but a young person lacks experience, since some length of time is needed to produce it (Nichomachean Ethics 1142 a)."

- Arete- Virtue or goodness. Arete basically means excellance in any sense, so in terms of rhetoric it is expressed as goodwill.

- Eunoia- Goodwill towards the audience.