epítikai
Epítikai is a term primarily used in Greek philosophy, particularly associated with Aristotle. It refers to the study of character in rhetoric and ethics, focusing on how an orator or speaker can establish credibility and trustworthiness with their audience. This involves presenting oneself in a way that elicits confidence and admiration, making the speaker appear virtuous, knowledgeable, and well-intentioned.
Aristotle, in his work "Rhetoric," identifies epítikai as one of the three modes of persuasion, alongside logos
In ethics, epítikai is closely related to the cultivation of virtues. A person who consistently acts virtuously