Roopa Banerjee

We often come across sentences so strong in ethics that we are drawn to the character uttering them. This is a subtle literary device known as ‘ethos’ which introduces the ethical appeal and credibility established by the author or speaker to persuade audiences.

Rooted in ancient Greek philosophy, ethos is one of Aristotle’s three modes of persuasion, alongside logos (logic) and pathos (emotion). Through strategic use of ethos, writers and speakers build trust, authority, and credibility with their audience, thereby enhancing the effectiveness of their narrative or argument.

Ethos is derived from the eponymous Greek word meaning character or custom. In ancient Greece, ethos referred to the moral character or reputation of an individual or community. It represented the guiding beliefs, values, and principles that shaped people’s conduct and behaviour. Over time, ethos evolved into a rhetorical concept, emphasising the importance of establishing credibility and trustworthiness when seeking to persuade others.

In literature, ethos manifests through various devices, including depiction of characters, author’s voice, and overall tone of the narrative. Authors use ethos to establish themselves as reliable narrators and to imbue their characters with qualities that command the respect and admiration of the audience.

A classic example of ethos in literature is in The Great Gatsby by F. Scott Fitzgerald. “Whenever you feel like criticizing anyone,” he told me, “just remember that all the people in this world haven’t had the advantages that you’ve had.” This opening sentence establishes the credibility of Nick Carraway, the narrator with the audience. In this tale of wealth and class, readers understand that Nick benefits from some advantages, but he is aware of not misusing them.

Similarly, in William Shakespeare’s Julius Caesar, Mark Antony’s funeral oration is a masterful display of ethos in rhetoric. By associating himself with Caesar’s reign, Antony tries to influence the crowd’s emotion, turning them against the conspirators responsible for Caesar’s assassination. Through his compelling appeal to the sentiments of the crowd and his depiction of Caesar as an admirable leader, Antony establishes his credibility and influence, ultimately rousing the mob to rebel against Brutus and other conspirators. Ethos was the literary device for supplementing Antony’s emotional appeal.

In the modern world, ethos is used in almost every advertisement. In a commercial featuring a dentist recommending a specific toothpaste brand, the dentist’s credibility and expertise serves as ethos to persuade viewers to trust the product’s effectiveness. Here, ethos subtly but effectively shapes audience perceptions and influences consumer behaviour. Similarly, a famous athlete endorsing a sports drink makes the advertisement far more effective.

In the television series Breaking Bad, the character of Walter White undergoes a transformation from a mild-mannered high school chemistry teacher to a ruthless drug lord. Despite his descent into criminality, Walter initially presents himself as a devoted family man driven by a desire to provide for his loved ones at a time of terminal illness. This portrayal of Walter’s character appeals to viewers’ sympathies and underscores the complexity of his moral descent, thereby engaging audiences at a deeper level.

Ethos is a potent literary device for establishing credibility, trust, and authority in fiction writing and popular culture. It enables writers and creators to effectively engage audiences and convey their messages with authenticity and impact.

Exercise
Here are five books that have used ethos prominently.
Name their authors.

Books
1. The Diary of a Young Girl
2. The Catcher in the Rye
3. Invisible Man
4. Jane Eyre
5. The Grapes of Wrath

Authors
1. Anne Frank
2. J. D. Salinger
3. Ralph Ellison
4. Charlotte Bronte
5. John Steinbeck