Logic & Reasoning

2. Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?
What appeal areWhat appeal are
advertisers using toadvertisers using to
get you to buy theirget you to buy their
product?product?

3. Objective:Objective:
 As you view each advertisement thatAs you view each advertisement that
comes up on the screen, decide if it’scomes up on the screen, decide if it’s
appealing to your sense of ethos, pathos,appealing to your sense of ethos, pathos,
or logos.or logos.
 Write/log your answers on the documentWrite/log your answers on the document
handed out to you as the slide showhanded out to you as the slide show
continues.continues.

4. ETHOS, PATHOS, and LOGOSETHOS, PATHOS, and LOGOS
 AS YOU ANALYZE THE ADVERTISMENTS:AS YOU ANALYZE THE ADVERTISMENTS:
 Ethos: Is it Ethical?Ethos: Is it Ethical?
 Pathos: Does it make you feel a strongPathos: Does it make you feel a strong
emotion?emotion?
 Logos: Does it make you use your senseLogos: Does it make you use your sense
of reason?of reason?

5. EthosEthos
 EthosEthos: Ethics: Ethics
 To make the audience decideTo make the audience decide right orright or
wrongwrong about what is being presented to itabout what is being presented to it
 Political issues, national beliefs, religiousPolitical issues, national beliefs, religious
issues, etc…issues, etc…
 Typically has contrasting colorsTypically has contrasting colors
symbolizing the difference between goodsymbolizing the difference between good
and evil.and evil.

6. PathosPathos
 PathosPathos: Emotion: Emotion
 To make the audienceTo make the audience feelfeel somethingsomething
about what is presented to itabout what is presented to it
 Children, animals, illness, memories, etc…Children, animals, illness, memories, etc…
 ““Tugs at your heart strings”Tugs at your heart strings”

7. LogosLogos
 LogosLogos: Logic: Logic
 To make the audienceTo make the audience thinkthink about what isabout what is
presented to itpresented to it
 Statistics, facts, authorities, etc…Statistics, facts, authorities, etc…
 Very straightforward, and not “fluff”. ItVery straightforward, and not “fluff”. It
has a very scientific, factual approach.has a very scientific, factual approach.

8. Can some advertisements haveCan some advertisements have
more than one appeal?more than one appeal?
 Yes! The more appeals used in an ad theYes! The more appeals used in an ad the
more likely the consumer is to connectmore likely the consumer is to connect
with it.with it.
 For the case of this lesson or power point,For the case of this lesson or power point,
pick the MOST emphasized appeal used inpick the MOST emphasized appeal used in
each ad to write onto your sheet.each ad to write onto your sheet.

9. Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?

10. Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?

11.  Ethos,Ethos,
Pathos,Pathos,
oror
Logos?Logos?

12. Ethos,Ethos,
Pathos,Pathos,
oror
Logos?Logos?

13. Ethos,Ethos,
Pathos, orPathos, or
Logos?Logos?

14. Ethos,Ethos,
Pathos, orPathos, or
Logos?Logos?

15. Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?

16. Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?

17. Ethos,Ethos,
Pathos,Pathos,
oror
Logos?Logos?

18. Ethos,Ethos,
Pathos, orPathos, or
Logos?Logos?

19. Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?

20. Ethos,Ethos,
Pathos,Pathos,
Logos?Logos?

21. Ethos,Ethos,
Pathos,Pathos,
oror
Logos?Logos?