Bell Ringer:
● Where do you encounter advertising?
● Which specific advertisements "stick in your
head?"
● What makes these advertisements
memorable?
● Do you think advertisements have an effect on
your personal interests?
Pathos, Logos, or Ethos?
What appeal are
advertisers using to
get you to buy their
product?
Persuasive Techniques
● Pathos- emotional approach
● Logos- logical approach
● Ethos- ethical approach
PATHOS
Pathos: Emotion
●To make the audience feel something about
what is presented to it
●Children, animals, illness, memories, etc…
●“Tugs at your heart strings”
●
If you don’t
buy me
Pampers,
you’re
making me
cry!
Look how happy
I am now!
LOGOS
Logos: Logic
●To make the audience think about what is
presented to it
●Statistics, facts, authorities, etc…
●Very straightforward, and not “fluff”. It has a very
scientific, factual approach.
●
Examples of Logos in Advertising
● Ads that quote statistics.
● Ads that argue for superior performance or
durability.
● Ads that claim health benefits.
● Ads that use deductive reasoning (X is good, Y is
an example of X, so Y is good).
Research shows
there are good
reasons to drink
fluids when you
exercise, and
Gatorade is a
fluid !
ETHOS: Ethics
•
an appeal to credibility or character.
• An advertisement using ethos will try to
convince you that the company is more
reliable, honest, and credible; therefore,
you should buy its product.
Ethos often involves
• statistics from reliable experts, such as
nine out of ten dentists agree or
America’s dieters choose Lean Cuisine.
• Often, a celebrity endorses a product to
lend it more credibility: Catherine ZetaJones makes us want to switch to TMobile.
ETHOS = Appeal to Character
● Ethos appeals to an audience by creating an atmosphere of
trust.
● Ethos highlights the character of its source. We look less to
the message than to the person who’s delivering it.
● Ethos is all about CREDIBILITY:
● The source strikes us as authoritative.
● The source strikes us as worthy of respect.
● The source strikes us as likeable.
● The source strikes us as honest.
Buy this book because
Oprah says to! (She’s
honest and level-headed
and knows a good read
when she sees one—plus
she’s rich and famous!)
CAN SOME ADVERTISEMENTS HAVE
MORE THAN ONE APPEAL?
Yes! The more appeals used in an ad the more
likely the consumer is to connect with it.
● The more techniques used the more effective
the ad will be.
●
ETHOS:
Name of
rganization
es credibility.
PATHOS:
Shocking image of
bloody body creates
sense of outrage.
LOGOS:
Text makes argument
that reporters need to
inform public about what
goes on in combat zones.
ETHOS, PATHOS, AND LOGOS
AS YOU ANALYZE THE ADVERTISMENTS:
●
Ethos: Does it ask you to trust an “authority” on
the subject ?
●Pathos: Does it make you feel a strong emotion?
●Logos: Does it make you use your sense of
reason?
●
Ethos, Pathos, and/or Logos?
Ethos,
Pathos, or
Logos?
Ethos, Pathos, or Logos?
Ethos,
Pathos,
or
Logos?
Ethos, Pathos, or Logos?
Ethos,
Pathos,
Logos?
Ethos,
Pathos,
or
Logos?
THE END!
Your homework is to bring in to class a print
advertisement (school appropriate).
●
Label the types of persuasive appeals
used in the ad
●