1. Persuasive Techniques
English II CP

2. 3 Categories
Pathos Logos Ethos

3. Pathos What it is: An appeal to emotion What it does:
Attempt to evoke an emotional response in the consumer (happiness, fear, guilt, pain, sadness, etc.)
Examples:
Images of starving children to persuade you to send money.
People enjoying themselves while driving in a BMW.

4. Logos What it is: An appeal to logic or reason What it does:
Provides you with the evidence and statistics (the facts) you need to fully understand what the product does.
Examples:
One glass of Florida orange juice contains 75% of your daily Vitamin C needs.
Lipitor lowers your cholesterol.

5. Ethos What it is: An appeal to credibility of character What it does:
Tries to convince you that the company is more reliable, honest, and credible; therefore, you should buy its products. Often uses experts (Doctors) or celebrities to endorse.
Examples:
4 out of 5 dentists recommend Trident gum.
Michael Jordan makes us want to wear Hanes.

6. Practice
A child is shown covered in bug bites after using an inferior bug spray.
Answer: Pathos
Tiger Woods endorses Nike.
Answer: Ethos
Sprite Zero is 100% sugar-free.
Answer: Logos
A 32-oz. bottle of Tide holds enough to wash 32 loads.

7. Practice
A commercial shows an image of a happy couple riding in a Corvette.
Answer: Pathos
Cardiologists recommend Ecotrin more than any other brand of aspirin.
Answer: Ethos
Advil Liqui-Gels provide up to 8 hours of continuous pain relief.
Answer: Logos

8. Practice Miley Cyrus appears in Oreo advertisements. Answer: Ethos
People who need more energy drink Red Bull Energy Drink.
Answer: Logos
A magazine ad shows people smiling while drinking Pepsi.
Answer: Pathos

9. Bill Clinton
Take a look at the text of his speech from the Democratic National Convention.
When looking at text, the easiest element of persuasion to identify is Logos because we usually look for facts when we read. Ethos and Pathos will be identified when we watch the highlight; however, it can be identified, and often is, through the text. How does Bill Clinton appeal to us by means of Ethos, Pathos, and Logos?
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10. Exit Slip
On a half sheet of paper, answer the following question: What is the importance of having ethos, pathos, and logos in advertisements and persuasive arguements?