ETHOS

noun

1. The character or fundamental values of a person, people, culture, or movement.
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. (aesthetics) 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 realistic or emotional situations or individual character in a narrow sense; opposed to pathos.