ABSTRACT
Since the days of Corax and Tisias, rhetorical theorists have been concerned with the role of ethos in communication. During this twenty-four-hundred-year period, Aristotle’s view that ethos is the most potent means of persuasion has seldom been challenged. Plato, Isocrates, Cicero, and Quintilian all expressed similar views, even though their conceptions of ethos were somewhat different from Aristotle’s. 1
