logos, ethos, and pathos in advertising

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Post on 31-Oct-2014




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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. Persuasionin Advertising

2. Why study persuasion?Once you know how the advertisers do it,you will be more aware of why certainproducts are persuasive. 3. Why study persuasion?If you know why you are persuaded bysomething, you will be able to make a less-biased decision and form your ownopinion 4. So, how do they do it?There are three basic techniques inpersuasion. Those techniques are 5. Ethos LogosPathos 6. Ethos LogosPathosCredible/ EthicalLogicalEmotional 7. Ethos (credible or ethical appeal) means convincing by the character of theauthor we tend to believe people whom werespect Goal is to convince people you aresomeone worth listening someonewho has authority, someone who islikeable or respected 8. Ethos includes testimonial 9. Ethos includes testimonial 10. Ethos includes testimonial 11. Ethos also appeals to fundamental rights 12. Ethos also appeals to fundamental rightsWarning: the next imagecontains a graphic imagethat some viewers may finddisturbing 13. Logos (logical or fact-based appeal) means persuading by theuse of reasoning Use of statistics is popular Focus on facts, recordedevidence, historical data Can mentionstudies, surveys 14. Buzz words (logos words that meannothing, but sound factual) Examples: pure (pure what? Sounds clean) natural (cancer is technically natural; natural doesnt 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 forlogos 16. What exactly issophistication? 17. Making claims fornature A sugar filled drink? nature makes peoplethink it is healthy 18. Statistics make it seemlegitimate How do you measureirritating? Less irritating thanwhat? Swallowingglass? Good thing itstoasted! 19. Better means nothing Tastes better than what? 20. Maximum means nothingbut sounds really cool 21. Pathos (emotional appeal) means persuading by appealing to theaudiences emotions Language choice affects the audiencesemotional 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 ofadventure 28. Pathos can play on desires 29. Pathos can play on horrorWarning:Graphic video 30. Pathos can play on disgust 31. Pathos can play on affection 32. Pathos can play on humour 33. Pathos can play on humour 34. Pathos can play on humourLAST ONE!https://www.youtube.com/watch?v=w8762zEOkSo 35. So, persuasionin advertising?Now you know!And you know what they say