The Art of Persuasion: Ethos, Pathos, Logos

Who is Aristotle? Aristotle (384-322

BCE) is the most notable product of the educational program devised by Plato. Aristotle wrote on an amazing range of subjects, from logic, philosophy, and ethics to physics, biology, psychology, politics, and rhetoric.

What is rhetoric? Rhetoric is the art

of persuasion.

The goal of persuasion is to change others’ point of view or to move others to take action.

Persuasion Persuasion is widely used in

advertisements.

Three types of persuasive appeals:• Ethos• Pathos• Logos

Many advertisers use a combination of persuasive appeals when trying to sell a product or cause

Ethos: Greek word for “character”

The ethical appeal, means to convince an audience of the author’s credibility or character.

An author would use ethos to show to his audience that he is a credible source and is worth listening to.

An author would make himself sound fair or unbiased, introducing his expertise or pedigree.

Ethos Example

Product: George Foreman and his Grilling Machine

Repertoire: Boxing Champ and a Preacher

Why is George Foreman credible?

Ethos Example

Ethos Examples Gamefly

McDonalds

Pathos: Greek word for both “suffering” and “experience”

The emotional appeal, means to persuade an audience by appealing to their emotions.

Authors use pathos to invoke sympathy from an audience; to make the audience feel what the author wants them to feel.

Pathos can also inspire excitement, happiness, the need to feel attractive or anger from an audience, encouraging them to take action.

Pathos Example

Pathos Examples Google

Old Spice

Honda

Logos: Greek word for “word”

The appeal to the intellect. The audience relies on reasoning

(logic) and facts to make its decision.  Numbers, polls and statistics are also examples of the persuasive use of logic. 

Tells the audience exactly what the product does, how it works, what it is used for.

Logos Examples

Logos Examples Epiduo

Restasis

Ethos, Pathos, Logos Example

Dear Guest,The Acme Family of Brands is

committed to conserving our country’s natural resources. Every day, tons of detergent and millions of gallons of water are used to wash towels which have only been used once.

Here’s how you can help: A towel on the rack means

“I’ll use it again” A towel on the floor means

“Please exchange”

Ethos, Pathos, Logos Example

Ethos: Acme Family Brand Logos: tons of detergent, millions of

gallons of water Pathos: conserving our country’s

natural resources , Here’s how you can help

Ethos, Pathos, Logos in Film

Brave Heart

Pursuit of Happyness and John Q