ethos

ethos, in rhetoric, the character or emotions of a speaker or writer that are expressed in the attempt to persuade an audience. It is distinguished from pathos, which is the emotion the speaker or writer hopes to induce in the audience. The two words were distinguished in a broader sense by ancient Classical authors, who used pathos when referring to the violent emotions and ethos to mean the calmer ones. Ethos was the natural disposition or moral character, an abiding quality, and pathos a temporary and often violent emotional state. For Renaissance writers the distinction was a different one: ethos described character and pathos an emotional appeal.