The Art of Rhetoric: Persuasive
Techniques in Advertising
Ethos, Logos, Pathos
Introduction
Where do you encounter advertising?
 What specific advertisements “stick in
your head?”
 What makes these advertisements
memorable?
 Do you think advertisements have an
effect on your personal interests?

What Advertisers Do
Advertisers carefully construct their ads
to make them memorable & appealing to
consumers (music, catchy slogans,
celebrity appearances, appeal of the
product, etc.).
 The ways they try to convince us, the
consumers, to buy products is similar to
the ways of persuasive writing.

One of Ms. Newton’s Favorite Ads

http://www.youtube.com/watch?v=Pk7yql
TMvp8
How They’re Manipulating Us
What made that commercial endearing?
 What company was the commercial for?
What does the company do?

Hmm….
 Let’s look at the background behind how
advertisers convince us to buy their
products.

Background Video – Complete the
Notes Page

http://www.readwritethink.org/classroomresources/lesson-plans/video/persuasivetechniques-advertising-1166.html
Logos: Evidence & Statistics
Logos = logic
 To make the audience THINK about what is
presented to it (statistics, facts, authorities, etc.;
very straight-forward & not “fluff”)
 Has a very scientific, factual approach


One glass of Florida orange juice contains 75% of
your daily Vitamin C needs

Nine out of ten dentists agree that Crest is
better than any other brand.
Ethos: Credible, Reliable, Honest
Ethos: Ethics
To make the audience decide RIGHT or
WRONG about what is being presented to it
(political issues, national beliefs, religious issues,
etc.)
 Typically has contrasting colors symbolizing the
differences between good & evil



American dieters choose Lean Cuisine.

Catherine Zeta-Jones makes us want to switch to
T-mobile.
Pathos = Emotion

To make the audience FEEL something about what is
presented to it (children, animals, illness, memories,
etc. “tugs at your heart strings”)

Positive emotion: an image of people enjoying
themselves while drinking Pepsi

Negative emotion: a person having back problems
after buying the “wrong mattress”

Fear/Guilt: images of starving children persuade you
to send money to charity
Can Advertisements Have More
Than One Appeal?

Yes! The more appeals used in an
advertisement the more likely the
consumer is to connect with it (and
ultimately buy it).
Pathos, Logos or Ethos?

A child is shown covered in bug bites
after using an inferior bug spray.

Tiger Woods endorses Nike.

Sprite Zero is 100% sugar free.
Pathos, Logos or Ethos?

A 32-oz. bottle of Tide holds enough to
wash 32 loads.

A commercial shows an image of a happy
couple riding in a Corvette.

Cardiologists recommend Ecotrin more
than any other brand of aspirin.
Pathos, Logos, or Ethos?

Advil Liquid-Gels provide up to 8 hours of
continuous pain relief.

Miley Cyrus appears in Oreo
advertisements.

People who need more energy drink Red
Bull Energy Drinks.

A magazine ad shows people smiling while
smoking cigarettes.
Pathos, Logos, Ethos in Writing

Authors also use these devices in writing.
Logos in Non-fiction

From Al Gore's speech "A Generational Challenge to Repower
America" July 17th, 2008,

“Two major studies from military intelligence experts have warned
our leaders about the dangerous national security implications of
the climate crisis, including the possibility of hundreds of millions of
climate refugees destabilizing nations around the world. Just two
days ago, 27 senior statesmen and retired military leaders warned
of the national security threat from an “energy tsunami” that would
be triggered by a loss of our access to foreign oil. Meanwhile, the
war in Iraq continues, and now the war in Afghanistan appears to
be getting worse.”

Gore paraphrases military intelligence experts as well as senior
statesmen and retired military leaders. These are logical sources to
support his claim. He also draws a connection between their
findings and his protest of the war.
Ethos in Non-fiction


From Dr. Martin Luther King, Jr.’s “I Have a
Dream” speech: He quoted Lincoln while
standing in front of the Lincoln Memorial. He
also quoted the United States Constitution.
Quoting Lincoln lends gravity and authority
to his speech; Lincoln is recognized as the
emancipator of the slaves, and King was
speaking to equal rights for AfricanAmericans. In quoting the Constitution, he
was referring to the highest law in the
country.
Pathos in Non-fiction
Hilary Rodham Clinton Concession Speech,
Washington D.C., June 7, 2008: “Although we
weren't able to shatter that highest, hardest glass
ceiling this time, thanks to you, it's got about 18
million cracks in it.”
 This is a very emotional appeal for feminist
voters. Clinton alludes to the glass ceiling that
prevents women from reaching the highest levels
of business and power. She points out that, thanks
to her receiving 18 million votes the ceiling has
cracks in it. People who voted for her will feel
very emotional about the attempt – and failure –
to shatter that glass ceiling.

Ethos in Literature

Example from Antigone

“But look who comes, the lucky Son of
Menoeceus: The man the gods have made
our king” (198).
Logos in Literature

Example from Antigone

“Remind ourselves that we are women
and as such are not made to fight with
men” (193).
Pathos in Literature

Example from Antigone

“But I from the shadows hear them: hear
a city’s sympathy for this girl, because no
woman ever faced so unreasonable, so
cruel a death, for such a generous cause.”