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, PATHOS, and LOGOS Ethos: Is it Ethical?
AS YOU ANALYZE THE ADVERTISMENTS:
Ethos: Is it Ethical?
Pathos: Does it make you feel a strong emotion?
Logos: Does it make you use your sense of reason?

3. Ethos
Ethos: Ethics
To make the audience decide right or wrong about what is being presented to it
Political issues, national beliefs, religious issues, etc…
Typically has contrasting colors symbolizing the difference between good and evil.

4. Pathos Pathos: Emotion
To make the audience feel something about what is presented to it
Children, animals, illness, memories, etc…
“Tugs at your heart strings”

5. Logos
Logos: Logic
To make the audience think about what is presented to it
Statistics, facts, authorities, etc…
Very straightforward, and not “fluff”. It has a very scientific, factual approach.

6. 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.

7. Ethos, Pathos, or Logos?

8. Ethos, Pathos, or Logos?

10. Ethos, Pathos, or Logos?

12. Ethos, Pathos, or Logos?

13. Ethos, Pathos, or Logos?

14. Ethos, Pathos, or Logos?

15. Ethos, Pathos, or Logos?

17. Ethos, Pathos, or Logos?

18. Ethos, Pathos, Logos?

19. Ethos, Pathos, or Logos?

20. The End!
Your homework is to find a print advertisement to analyze. You will need to be able to bring the advertisement to class with you. (The ad is worth 10 points.) You must analyze your ad by answering the following questions:

21. Ad Analysis What do you see? (10 pts.)
What message does the ad communicate? (10 pts.)
Why does the ad look this way and who is the intended audience? (10 pts.)
Why does it work? (10 pts.)
What type(s) of persuasive appeals were used? Briefly identify and explain the use. (10 pts.)
How do you feel when looking at the ad? (10 pts.)

22. Ad Analysis
Also, consider the use of “symbol speak”, the art of suggesting. “It results from the skillfully manipulated ambiguity of images.” Once you have analyze the ad and considered the previous questions, write a one page response to the ad and whether or not you think it achieves the intended effect.
Your response is worth 30 points.