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

2. Ethos: Logos: PATHOS: Does it make you use your sense of reason?
Is it ethical and credible?
PATHOS:
Does it make you feel a strong emotion?

3. Logos *Logos: Logic *Makes the audience think about what is presented
*May include statistics, facts, authorities, etc…
*Very straightforward, and not “fluff”. It has a very scientific, factual approach.

4. Ethos *Ethos: Ethics and credibility
*Often makes the audience decide between
right or wrong. It also ties in with believing in trustworthy, credible people.
*Might include political issues, national beliefs, religious issues, etc…
*Might include a dentist recommending toothpaste or doctor recommending a certain type of medication.
*Might have contrasting colors symbolizing the difference between good and evil.
*Might include a celebrity to try to make the product more credible.
Ethos

5. Pathos *Pathos: Emotions
*Makes the audience feel something about what is presented
*May include children, animals, illness, memories, etc…
*“Tugs at your heart strings”
Pathos

6. Can some advertisements have more than one appeal?
As you view each advertisement that comes up on the screen, decide if it’s appealing to your sense of ethos, pathos, or logos.
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, pick the MOST emphasized appeal used in each ad.
Objective:

7. Ethos, Pathos, or Logos?

8. Ethos, Pathos, or Logos?

9. Ethos, Pathos, or Logos?

10. Ethos, Pathos, or Logos?

11. Ethos, Pathos, or Logos?

12. Ethos, Pathos, or Logos?

13. Ethos, Pathos, or Logos?

14. Ethos, Pathos, or Logos?

15. Ethos, Pathos, or Logos?

16. Ethos, Pathos, or Logos?
Lebron James

17. Ethos, Pathos, or Logos?