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Published byLeonard Daniels
Modified over 8 years ago
Pathos: an appeal to emotion
An advertisement using pathos will evoke an emotion; sometimes, it is a positive emotion
Other times, advertisers will use negative emotions such as pain
Advertisers will also use negative emotions such as fear or guilt
Logos: an appeal to logic or reason.
An advertisement using logos will give you statistics...
…the "straight facts" about the product…
…or the evidence you need to fully understand what the product does.
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
Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand
Ethos, Pathos, and Logos.
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