This document presents information on three types of appeals - pathos, ethos, and logos. For pathos, it discusses using emotional connections through religious sentiments to create awareness about cleanliness in India. Ethos involves using credibility and trust, as exemplified in the Swachh Bharat campaign through celebrity endorsement by Amitabh Bachchan. Logos refers to logical argument, and provides the statistic that the related video gained over 1 million views on YouTube within 48 hours, demonstrating its impact.

1. PRESENTED BY:
AAKRITI SHARMA
(19DM001)
BUSINESS COMMUNICATION

3. PATHOS (PASSION)
• Households in India harbor the idea
that goddess Lakshmi, the patron
goddess of wealth and prosperity,
only stays in households that are
clean,”
• Emotional connect through religion
sentiments. ‘Don’tLetHerGo’
• Trying to create awareness.
DEFINITION:
USE OF EMOTIONAL APPEAL
EXAMPLE:
HUMOUROUS JOKES, HEART
WARMING STORIES,
PERSONAL EXPERIENCES,
PITIFUL PHOTOGRAPHS, ETC

4. ETHOS( ETHICS)
• Amitabh Bachchan's voice urges
us to maintain cleanliness.
• Kangana only speaks at the end of
the ad, asking for people to share
the video. Her cameo in the ad is
barely 10 seconds long and
impact of Amitabh Bachchan
speaking directly to the camera,
endorsing Swacch Bharat plays
major role.
DEFINITION:
USE OF CREDIBILITY AND
TRUST
EXAMPLE:
CELEBRITY ENDORCEMENT,
QUOTES FROM
PROFESSIONALS, PERSONAL
QUALIFICATION, CUSTOMER
REVIEWS, ETC.

5. LOGOS (LOGICS)
• The video has already made quite an
impact on social media, since the
time it has been shared. The video
has collected over 1 million views on
YouTube in just 48 hours.
DEFINITION:
USE OF LOGICAL
ARGUMENT
EXAMPLE:
STASTICS, REASONABLE
ARGUMENT, FACTS,
LOGICAL INFORMATION
OF ORGANISATION, ETC.

6. THANK YOU