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. 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.

3. AS YOU ANALYZE THE ADVERTISMENTS:
ETHOS, PATHOS, and LOGOS
AS YOU ANALYZE THE ADVERTISMENTS:
Ethos: Is it Ethical? Is it right or wrong? Is the persuader/author credible?
Pathos: Does it make you feel a strong emotion?
Logos: Does it make you use your sense of reason? Logic?

4. 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.

5. Ethos, Pathos, or Logos?

6. Ethos, Pathos, or Logos?

7. Ethos, Pathos, or Logos?

8. Ethos, Pathos, or Logos?

9. Ethos, Pathos, or Logos?

10. Ethos, Pathos, or Logos?

11. The End!
Your independent work is to find a print advertisement and analyze it.
Make sure it is school appropriate (when in doubt don’t do it).

12. Ad Analysis Using the iPads, find a print advertisement.
Complete the following on a separate sheet of paper:
1. The name of “product” being advertised
2. Intended Audience-Who are they trying to sell this product to?
3. Purpose of advertisement (the claim)
4. Identify if the ad is using ethos, pathos, or logos, then explain(2-3 sentences)
5. Answer this question (use RACE)
Is this is a persuasive advertisement? Why or why not?

13. EXAMPLE: Ad Analysis
1. Michelin Tires 2. Car owners, parents 3. Don’t buy cheap tires. Think of the safety of your children and loved ones. You can depend on our tires to keep your family safe. 4. This ad uses pathos. They are trying to make you feel concerned about the safety of your children by the brand of tires you use. This ad also contains logos. There are facts about their tires on the bottom of the ad. 5. This is a very persuasive advertisement. Parents love their children and are concerned about their safety. The baby next to the tire is a great example of pathos and will get parents to think about the safety of their own tires. I believe this ad would get their attention and get them to think about the condition of the tires on their car.