Ethos, logos, and pathos are methods of persuasion (aka rhetorical appeals) originally taught by the ancient Greek philosopher Aristotle. In this context, “ethos” refers to credibility, “pathos” implies emotion, and “logos” refers to logic. These are the principles that can be used to make a speech more persuasive. Outside of Aristotle’s teachings, “ethos” means the spirit of a culture or community. It’s based on shared beliefs and aspirations, but can also comprise cultural staples, such as clothing and food. For example, the ethos of Swifties includes a deep love for anything Taylor Swift does, a belief in Travis Kelce, and an aspiration to buy every iteration of a new album and concert tickets.