Logos, Ethos, and Pathos in Advertising
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Logos, Ethos, and Pathos in Advertising

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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 ...

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.

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Logos, Ethos, and Pathos in Advertising Presentation Transcript

  • 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 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 forlogos
  • 16. • What exactly is“sophistication”?
  • 17. • Making claims fornature• A sugar filled drink?• “nature” makes peoplethink it is healthy
  • 18. • Statistics make it seemlegitimate• How do you measure“irritating”?• Less irritating thanwhat? Swallowingglass?• Good thing it’s“toasted”!
  • 19. • “Better” means nothing• Tastes better than what?
  • 20. • Maximum means nothingbut sounds really cool
  • 21. Pathos (emotional appeal) means persuading by appealing to theaudience’s 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…