A look at how advertisers use the concepts of logos, ethos, and pathos to persuade audiences. Includes definitions and examples. Videos can be found on YouTube. Ideas can be adapted to debates and persuasion lessons in general.
7. Ethos (credible or ethical appeal)
• means convincing by the character of the
author
• we tend to believe people whom we
respect
• Goal is to convince people you are
someone worth listening someone
who has authority, someone who is
likeable or respected
12. Ethos also appeals to fundamental rights
Warning: the next image
contains a graphic image
that some viewers may find
disturbing
13. Logos (logical or fact-based appeal)
means persuading by the
use of reasoning
Use of statistics is popular
Focus on facts, recorded
evidence, historical data
Can mention
studies, surveys
14. Buzz words (“logos” words that mean
nothing, but sound factual)
Examples:
“pure” (pure what? Sounds clean)
“natural” (cancer is technically natural; natural doesn’t mean good)
“freedom,” “tasty”
-Er words (ex: better, cleaner, longer, faster)
Technically not the best, cleanest, longest, or fastest.
17. • Making claims for
nature
• A sugar filled drink?
• “nature” makes people
think it is healthy
18. • Statistics make it seem
legitimate
• How do you measure
“irritating”?
• Less irritating than
what? Swallowing
glass?
• Good thing it’s
“toasted”!
21. Pathos (emotional appeal)
means persuading by appealing to the
audience’s emotions
Language choice affects the audience's
emotional response
can be positive (ex: love, excitement)
or negative (ex: jealousy, hatred)