Logos, Ethos, and Pathos in Advertising

A look at how advertisers use the concepts of logos, ethos, and pathos to persuade audiences. Includes definitions and examples. Videos can be found on YouTube. Ideas can be adapted to debates and persuasion lessons in general.

1. Persuasion in Advertising

2. Why study persuasion? Once you know how the advertisers do it, you will be more aware of why certain products are persuasive.

3. Why study persuasion? If you know why you are persuaded by something, you will be able to make a less-biased decision and form your own opinion

4. So, how do they do it? There are three basic techniques in persuasion. Those techniques are…

5. Ethos Logos Pathos

6. Ethos Logos Pathos Credible / Ethical Logical Emotional

7. Ethos (credible or ethical appeal) means convincing by the character of the author w e tend to believe people whom we respect Goal is to convince people you are someone worth listening  someone who has authority, someone who is likeable or respected

8. Ethos includes “testimonial”

9. Ethos includes “testimonial”

10. Ethos includes “testimonial” testimonial

11. Ethos also appeals to fundamental rights

12. Ethos also appeals to fundamental rights This is also testimonial Warning: the next image contains a graphic image that some viewers may find disturbing

13. Logos ( l ogical or fact-based appeal) means persuading by the use of reasoning Use of statistics is popular Focus on facts, recorded evidence, historical data Can mention studies, surveys

14. Buzz words (“logos” words that mean nothing, but sound factual) Examples: “pure” (pure what? Sounds clean) “natural” (cancer is technically natural; natural doesn’t mean good) “freedom,” “tasty” - Er words (ex: better, cleaner, longer, faster) Technically not the best, cleanest, longest, or fastest.

15. Complete nonsense word Includes a fun statistic for logos

16. What exactly is “sophistication”?

17. Making claims for nature A sugar filled drink? “nature” makes people think it is healthy

18. Statistics make it seem legitimate How do you measure “irritating”? Less irritating than what? Swallowing glass? Good thing it’s “toasted”!

19. “Better” means nothing Tastes better than what?

20. Maximum means nothing but sounds really cool

21. Pathos (emotional appeal) means persuading by appealing to the audience’s emotions Language choice affects the audience's emotional response can be positive (ex: love, excitement) or negative (ex: jealousy, hatred)

22. Pathos can play on fear

23. Pathos can play on worry

24. Pathos can play on sadness

25. Pathos can play on artistic sensibility

26. Pathos can play on nostalgia

27. Pathos can play on a sense of adventure

28. Pathos can play on desires

29. Pathos can play on horror Warning: Graphic video

30. Pathos can play on disgust

31. Pathos can play on affection

32. Pathos can play on humour

33. This also plays on “desire” Pathos can play on humour

34. Pathos can play on humour LAST ONE! https :// www.youtube.com/watch?v=w8762zEOkSo

35. So, persuasion in a dvertising? Now you know! And you know what they say…