5 Pathos Pathos: Emotion To make the audience feel something about what is presented to itChildren, animals, illness, memories, etc…“Tugs at your heart strings”
6 If you don’t buy me Pampers, you’re making me cry! PATHOSLook how happy I am now!
7 LogosLogos: LogicTo make the audience think about what is presented to itStatistics, facts, authorities, etc…Very straightforward, and not “fluff”. It has a very scientific, factual approach.
8 Examples of Logos in Advertising Ads that quote statistics.Ads that argue for superior performance or durability.Ads that claim health benefits.Ads that use deductive reasoning (X is good, Y is an example of X, so Y is good).
9 Research shows there are good reasons to drink fluids when you exercise, and Gatorade is a fluid ! LOGOS
10 Ethos: Ethicsan appeal to credibility or character.An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product.
11 Ethos often involvesstatistics from reliable experts, such as nine out of ten dentists agree or America’s dieters choose Lean Cuisine.Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta- Jones makes us want to switch to T- Mobile.
12 ETHOS = Appeal to Character Ethos appeals to an audience by creating an atmosphere of trust.Ethos highlights the character of its source. We look less to the message than to the person who’s delivering it.Ethos is all about CREDIBILITY:The source strikes us as authoritative.The source strikes us as worthy of respect.The source strikes us as likeable.The source strikes us as honest.
13 Buy this book because Oprah says to Buy this book because Oprah says to! (She’s honest and level-headed and knows a good read when she sees one—plus she’s rich and famous!)ETHOS
14 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.The more techniques used the more effective the ad will be.
15 Name of organization gives credibility. LOGOS:Text makes argument that reporters need to inform public about what goes on in combat zones.ETHOS:Name of organization gives credibility.PATHOS:Shocking image of bloody body creates sense of outrage.
16 ETHOS, PATHOS, and LOGOSAS YOU ANALYZE THE ADVERTISMENTS:Ethos: Does it ask you to trust an “authority” on the subject ?Pathos: Does it make you feel a strong emotion?Logos: Does it make you use your sense of reason?