Ethos is the set of ideas, habits, and moral feelings that colour a group — a school, a company, a profession, a country. It is not one rule on the wall. It is the shared “this is what we are like / what we care about,” the air people breathe together.

Ethos is the set of ideas, habits, and moral feelings that colour a groupEthos是指影響一個團體氣質的一整套想法、習慣和道德感受—— a school, a company, a profession, a country不管是學校、公司、行業，還是國家。 It is not one rule on the wall它不是牆上貼的一條規定。 It is the shared “this is what we are like / what we care about,”它是大家共有的那種『我們就是這樣/我們在乎的是這個』的感覺， the air people breathe together是大家一起呼吸的空氣。

Formal. Teachers, journalists, and managers use it.

Formal這是個正式的詞。 Teachers, journalists, and managers use it老師、記者和主管會用它。

Though actually, people stretch it: “the ethos of the brand” may just mean the image they want you to feel.

Though actually不過實際上， people stretch it有些人會把它用得更寬鬆: “the ethos of the brand” may just mean the image they want you to feel『the ethos of the brand』可能只是指他們想讓你感受到的品牌形象。

It sits near ethics but is not the same thing: ethics is right and wrong as a subject; ethos is the character of this particular group. It is also not ethnic — that is a different Greek root, about a people.

It sits near ethics but is not the same thing它跟ethics很接近，但不是同一件事: ethics is right and wrong as a subjectethics是把是非對錯當成一個學科來討論； ethos is the character of this particular groupethos則是這個特定團體的性格。 It is also not ethnic它也不是ethnic—— that is a different Greek root, about a people那是另一個希臘字根，講的是一群人的族裔。