Ethos- noun \ˈē-ˌthäs\
the distinguishing character, sentiment, moral nature, or guiding beliefs of a person, group, or institution.
http://www.merriam-webster.com/dictionary/ethos
Pathos- noun \ˈpā-ˌthäs, -ˌthȯs, -ˌthōs also ˈpa-\
an element in experience or in artistic representation evoking pity or compassion.
http://www.merriam-webster.com/dictionary/pathos
Logos- noun\ˈlō-ˌgäs, -ˌgōs\
the divine wisdom manifest in the creation, government, and redemption of the world and often identified with the second person of the Trinity.
http://www.merriam-webster.com/dictionary/logos
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