Aristotle, Nicomachean Ethics
H. Rackham, Ed.

There are also three other modes of observing a mean which bear some resemblance to each other, and yet are different; all have to do with intercourse in conversation and action, but they differ in that one is concerned with truthfulness of speech and behavior, and the other with pleasantness, in its two divisions of pleasantness in social amusement and pleasantness in the general affairs of life. We must then discuss these qualities also, in order the better to discern that in all things the observance of the mean is to be praised, while the extremes are neither right nor praiseworthy, but reprehensible. Most of these qualities also are unnamed, but in these as in the other cases we must attempt to coin names for them ourselves, for the sake of clearness and so that our meaning may be easily followed.