1. Ethos, Logos, Pathos
Tools of Persuasion

2. Ethos (Credibility)
Ethos: the source's credibility; the speaker's/author's authority.
We tend to believe people whom we respect.
Give the impression that you are someone worth listening to.

3. Ethos Example Product: Nike apparel
Face of advertisement: Lebron James
Why is Lebron James credible?
He’s an athlete, Nike makes apparel for athletes.

4. Logos (Logic)
Logos: the logic used to support a claim; can also be the facts and statistics used to help support the argument.
Facts are more believable and carry more weight than someone’s opinion.

5. Logos Example Let’s say I am arguing for an end to a war. I say:
Over 100,000 civilians have been killed in the war since (cite source).

6. Pathos (Emotion)
Pathos: persuading by appealing to the reader's emotions.
Language choice affects the audience's emotional response, as do “emotional” stories.

7. Pathos Example
How does this advertisement appeal to emotion? Why do the advertisers want to do this?