ethos

noun

1. 1

   The character or fundamental values of a person, people, culture, or movement.

2. 2

   A form of rhetoric in which the writer or speaker invokes their authority, competence or expertise in an attempt to persuade others that their view is correct.

3. 3

   The traits in a work of art which express the ideal or typic character, as influenced by the ethos (character or fundamental values) of a people, rather than emotional situations or individual character traits in a narrow sense; opposed to pathos.