Ethos, Pathos, or Logos?

What appeal are advertisers using to get you to buy their product?

Objective:

As you view each advertisement that comes up on the screen, decide if it’s appealing to your sense of ethos, pathos, or logos.

Write/log your answers on the document handed out to you as the slide show continues.

ETHOS, PATHOS, and LOGOS

– 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?

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. An appeal to ethics, and it is a means of convincing someone

of the character or credibility of the persuader.

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”

Logos

Logos: Logic To make the audience think about what

is presented to it Statistics, facts, “Imagine if you will..”,

etc… Very straightforward, and not “fluff”. It

has a very scientific, factual approach.

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.

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, Logos?

Ethos, Pathos, Logos in Text

On the top of the screen will be one of the Ethos, Pathos, Logos.

There will be 2 different sentences provided.

It will be up to you to decide which one of sentences matches the Ethos, Pathos, or Logos at the top of the screen

Logos "As a doctor, I am

qualified to tell you that this course of treatment will likely generate the best results."

"The data is perfectly clear: this investment has consistently turned a profit year-over-year, even in spite of market declines in other areas."

Ethos "You know me – I’ve

taught Sunday School at your church for years, babysat your children, and served as a playground director for many summers."

"After years of this type of disrespect from your boss, countless hours wasted, birthdays missed… it’s time that you took a stand."

"I’m not just invested in this community – I love every building, every business, every hard-working member of this town."

Pathos "The veterinarian

says that an Australian shepherd will be the perfect match for our active lifestyle."

Ethos "Doctors all over the

world recommend this type of treatment."

"You don’t need to jump off a bridge to know that it’s a bad idea. Why then would you need to try drugs to know if they’re damaging? That’s plain nonsense."

Logos "It’s a matter of common

sense that people deserve to be treated equally. The Constitution calls it ‘self-evident.’ Why, then, should I have been denied a seat because of my disability?"

"Don’t be the last person on the block to have their lawn treated – you don’t want to be the laughing stock of your community!"