ETHOS AND
ADVERTISING
 Much of the power of advertising comes not
from LOGOS – a logical appeal to the quality of
the product,
 But from ETHOS, the appeal based on the
character of the messenger. In many ads, this
works by presenting us with a spokesperson we
are supposed to want to be like, or by implying
that the people who use the product are a group
we would want to consider ourselves part of.
 What’s implied is: BUY this product; then you
will be like this person (or group) that you
admire.
 With each of the following ads, brainstorm
in your group and ask yourself:
 How does this ad use ethos to persuade
us to buy the product?
 Or, in other words: Who is it the ad wants
us to admire and associate with the
product being sold? Why is that person
(or group) seen as being admirable?