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.

1. Persuasion
in Advertising

2. Why study persuasion?
Once you know how the advertisers do it,
you will be more aware of why certain
products are persuasive.

3. Why study persuasion?
If you know why you are persuaded by
something, you will be able to make a less-
biased decision and form your own
opinion

4. So, how do they do it?
There are three basic techniques in
persuasion. Those techniques are…

5. Ethos Logos
Patho
s

6. Ethos Logos
Patho
s
Credible
/ Ethical
Logica
l
Emotional

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

8. Ethos includes “testimonial”

9. Ethos includes “testimonial”

10. Ethos includes “testimonial”

11. Ethos also appeals to fundamental rights

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.

15. • Complete nonsense word
• Includes a fun statistic for
logos

16. • What exactly is
“sophistication”?

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”!

19. • “Better” means nothing
• Tastes better than what?

20. • Maximum means nothing
but sounds really cool

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)

22. Pathos can play on fear

23. Pathos can play on worry

24. Pathos can play on sadness

25. Pathos can play on artistic sensibility

26. Pathos can play on nostalgia

27. Pathos can play on a sense of
adventure

28. Pathos can play on desires

29. Pathos can play on horror
Warning:
Graphic video

30. Pathos can play on disgust

31. Pathos can play on affection

32. Pathos can play on humour

33. Pathos can play on humour

34. Pathos can play on humour
LAST ONE!
https://www.youtube.com/watch?v=w8762zEOkSo

35. So, persuasion
in advertising?
Now you know!
And you know what they say…