在西方的古典修辞学理论中，品德、逻辑与情感构成了修辞说服的三个要素。演说者可以通过自身的道德品质和人格魅力，通过逻辑推理，通过调动自身或受众的情感因素，进行说服，达到预期的修辞目的。在古希腊、罗马的修辞学传统中，关于演说者品德形成方式及其功能的看法，既有唯心主义的观点，也有实用主义的观点，品德既可以是与生俱来、现实的，也可以是通过演说建构的。在中国先秦时期的修辞思想中，言说者的道德品质也被看做是影响说服效果的重要因素。在此问题上，儒家、道家、法家等的观点也存在许多差异。在本文中，作者对东西方古典时期的表达伦理传统进行了比较系统的梳理，对古希腊、罗马和中国先秦时期的表达伦理思想进行了比较分析，概括了唯心主义与实用主义两种表达伦理思想，揭示了中西方修辞伦理观上的异同。%In the occidental rhetorical tradition, ethos, together with logos and pathos, formed the three elements that comprised the ways of rhetorical persuasion. A speaker could persuade others, so as to achieve the expected rhetorical purposes with his/her ethos or moral character, with his/her logical reasoning, and by using his/her own or the audience＇ s emotions. In the Greco-Roman rhetorical tradition, there were two theories about the formation and function of a speaker＇ s ethos： idealism and pragmatism. Ethos could be the real character of the speaker or the verbal construction of a speaker＇ s character, regardless of his/her innate nature. In the rhetorical thought during the Pre-Qin Period in China, great emphasis was put on the importance of the expressive ethics, which was also regarded as an important factor affecting the result of persuasion. There were many differences among the views of Confucianism, Taoism, Legalism, etc. In this paper, the author made a systematic analysis of the traditions of expressive ethics in Greco-Roman times and in ancient China from a comparative approach, made a summary of idealist and pragmatist expressive ethics, and also revealed the similarities and dissimilarities between the Chinese and the occidental traditions＇ in classical rhetorical ethics.
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