Logos Ethos Pathos ppt

Logos, Ethos, and Pathos explained using advertisements

1. Persuasion Ethos, Logos, Pathos

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

3. Ethos Logos Pathos

4. Credible Logical Emotional

5. 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

6. Ethos includes “testimonial”

7. Ethos includes “testimonial”

8. Ethos includes “testimonial” testimonial

9. Ethos also appeals to fundamental rights

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

11. 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

12. 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.

13. Complete nonsense word Includes a fun statistic for logos

14. What exactly is “sophistication”?

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

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

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

18. Maximum means nothing but sounds really cool

19. 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)

20. Pathos can play on fear

21. Pathos can play on worry

22. Pathos can play on Sadness TOYOTA COMMERCIAL

23. Pathos can play on nostalgia

24. Pathos can play on a sense of adventure

25. Pathos can play on desires

26. Pathos can play on horror

27. Pathos can play on disgust

28. Pathos can play on affection

29. Pathos can play on humour

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