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.
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
Ethos also appeals to fundamental rightsWarning: the next imagecontains a graphic imagethat some viewers may finddisturbing
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
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.
• Complete nonsense word• Includes a fun statistic forlogos
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)