Institutio Oratoria

is the emotion to be shown when we ask pardon for the errors of the young, or apologise for some youthful amour. Sometimes again gentle raillery of another's passion may derive its tone from ethos, though only to a partial extent. More closely dependent on ethos are the skilful exercise of feigned emotion or the employment of irony in making apologies or asking questions, irony being the term which is applied to words which mean something other than they seem to express.

From the same source springs also that

The emotion of love and longing for our friends and connexions is perhaps of an intermediate character, being stronger than ethos and weaker than pathos. There is also good reason for giving the name of ethos to those scholastic exercises [*](cp. I. ix. 3. ) in which we portray rustics, misers, cowards and superstitious persons according as our theme may require. For if ethos denotes moral character, our speech must necessarily be based on ethos when it is engaged in portraying such character.

Finally ethos in all its forms requires the speaker to be a man of good character and courtesy. For it is most important that he should himself possess or be thought to possess those virtues for the possession of which it is his duty, if possible, to commend his client as well, while the excellence of his own character will make his pleading all the more convincing and will be of the utmost service to the cases which he undertakes. For the orator who gives the impression of being a bad man while he is speaking, is actually speaking badly, since his words seem to be insincere owing to the absence of ethos which would otherwise have revealed itself.