November 6, 2013
 BTEOClass, students will be able to define, identify, and analyze the
effectiveness of persuasion elements (ethos, pathos, logos), and
consciously apply these elements to their own advertisements, ADB
successful completion of worksheet & advertisement in journals.
1.
SUBMIT SHORT STORY REVISIONS
BRING BOOKS FOR QUIZ!
WITH FIRST POLISHED DRAFT & RUBRIC ATTACHED
1.
Review (make-up) quiz
2.
Powerpoint – ethos, pathos, logos
3.
Journal entry
Rhetorical Devices – Elements of persuasion
 Rhetoric: the art of effective or
persuasive speaking or writing, esp.
the use of figures of speech and
other compositional techniques
 Aristotle (circa 384 B.C. – 322 B.C.),
philosopher, student of Plato,
developed many theories related to
literature (and other fields), the most
famous of which is called Aristotle’s
Poetics, which theorizes on the
nature and characteristics of ,
among other things, tragedies and
rhetoric.
Proofs
Pathos
Emotional
Connection
(How the
audience's
feelings are
engaged)
Themes
Visuals
Figurative
Language
Means of
Persuading Stories
Humor
Delivery
Technique
Ethos
Credibility
(How the
audience
perceives the
credibility of the
writer)
Trustworthiness
Similarity
Authority
Reputation
Sincerity
Logos
Logical Argument
(How the audience
perceives the text
as reasonable)
Facts
Research
Shared Wisdom
Diagrams/Charts/
Examples
Definitions
Persuasive Techniques
in Advertising
In modern times, the most pervasive forms of persuasion
exist in advertising. Aristotle divided these persuasive
elements into three (3) categories: ethos, logs, pathos.
Ethos: 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.
 Often, a celebrity
endorses a product to lend
it more credibility:
Catherine Zeta-Jones
makes us want to switch
to T-Mobile.
Pathos: an appeal to emotion
 An advertisement using
pathos will attempt to
evoke an emotional
response in the consumer.
 Sometimes, it is a positive
emotion such as
happiness.
 An image of people
enjoying themselves while
drinking Pepsi.
Pathos: an appeal to emotion
 Other times, advertisers
will use negative emotions
such as pain
 A person having back
problems after buying the
“wrong” mattress.
 Pathos can also include
emotions such as fear and
guilt
 Images of a starving child
persuade you to send
money.
Logos: an appeal to logic or reason
 An advertisement using
logos will give you the
evidence and statistics you
need to fully understand
what the product does.
 The logos of an
advertisement will be the
"straight facts" about the
product
 One glass of Florida
orange juice contains 75%
of your daily Vitamin C
needs.
Ethos: an appeal to credibility or character
 Ethos often involves
statistics or remarks from
“reliable” experts, such as
 Nine out of ten dentists
agree that Crest is the
better than any other
brand
In this case, ethos & logos are
combined – I trust dentists &
statistics appeal to my logical
side
 America’s dieters choose
Lean Cuisine.
Practice: Ethos, Pathos, or Logos?
 A child is shown covered in
bug bites after using an
inferior bug spray.
Practice: Ethos, Pathos, or Logos?
 Tiger Woods endorses
Nike.
Practice: Ethos, Pathos, or Logos?
 Sprite Zero is 100% sugar-
free.
Practice: Ethos, Pathos, or Logos?
 A 32-oz. bottle of Tide
holds enough to wash 32
loads.
Practice: Ethos, Pathos, or Logos?
 A commercial shows an
image of a happy couple
riding in a Corvette.
Practice: Ethos, Pathos, or Logos?
 Cardiologists recommend
Ecotrin more than any
other brand of aspirin.
Practice: Ethos, Pathos, or Logos?
 Advil Liqui-Gels provide up
to 8 hours of continuous
pain relief.
Practice: Ethos, Pathos, or Logos?
 Miley Cyrus appears in
Oreo advertisements.
Practice: Ethos, Pathos, or Logos?
 People who need more
energy drink Red Bull
Energy Drink.
Practice: Ethos, Pathos, or Logos?
 A magazine ad shows
people smiling while
smoking cigarettes.