1. PERSUASIVE ADVERTISING

2. Pathos Perhaps the most powerful tool in advertising, pathos is an appeal to the audience’s emotions. It can be used to create feelings of confidence and intrigue in a brand the emotions to which the message appeals may be many and varied: safety, well-being, pride, anger, insecurity, desire

3. LOGOS Logos is a logical appeal typically marked by facts, figures, and data. This information is quantifiable and helps us rationalize our decisions through hard data on money saved, time saved, higher status, and so on.

4. ETHOS Ethos is the appeal of a speaker’s/actor's character or authority, such as the use of local celebrities or the business owner/employees in a company’s advertising. This appeal gives character and personality to the message, making it easier for the audience to relate to, trust, or place authority in the figure represented.

5. Ethos may be represented differently in different media. Visual media has the benefit of using images, such as that of sports hero, where text-only ads and auditory media such as radio rely on style, tone, and name recognition to convey ethos.

6. Ethos, Pathos, or Logos? What appeal are advertisers using to get you to buy their product?

7. Objective: As you view each advertisement that comes up on the screen, decide if it’s appealing to your sense of ethos, pathos, or logos. Write/log your answers on the document handed out to you as the slide show continues.

8. 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. For the case of this lesson or power point, pick the MOST emphasized appeal used in each ad to write onto your sheet.

9. Ethos, Pathos, or Logos?

16. The End! Lets analyze one of the photos…

17. FOR EXAMPLE: Ad Analysis – #1: Michelin Tires – Little Baby – Don’t skimp on the important stuff, we need good tires our families depend on it. – Pathos (little babies are cute and we want them to live)