The document discusses three types of appeals that advertisers use to persuade consumers: ethos, pathos, and logos. Ethos appeals to ethics and credibility to build trust. Pathos appeals to emotion to make the audience feel something. Logos appeals to logic and reason through facts, statistics, and scientific approaches. Advertisements can use more than one appeal to better connect with consumers. The document instructs the reader to analyze advertisements and identify the most emphasized appeal of ethos, pathos, or logos used, and explain why.

1. ARGUMENTATIVE
APPEALS
Which appeal are advertisers using to
get you to buy their product?

2. ETHOS, PATHOS, and LOGOS
– AS YOU ANALYZE THE ADVERTISMENTS:
• Ethos: Is it Ethical? Do you trust its sources?
• Pathos: Does it make you feel a strong
emotion?
• Logos: Does it make you use your sense of
reason? Is it logical?

3. Ethos
• Ethos: Ethics
• To make the audience
decide if what they see or
hear is right or wrong
• Political issues, national
beliefs, religious issues,
etc…

4. Pathos
• Pathos: Emotion
• To make the audience
feel something about
what it sees or hears
• Children, animals,
illness, memories, etc…
• “Tugs at your heart
strings”

5. Logos
• Logos: Logic
• To make the audience
think about what is
presented to it
• Statistics, facts,
authorities, etc…
• Very straightforward,
and not “fluff.” It has a
scientific approach.

6. Can some advertisements have more
than one appeal?
• Yes! The more appeals used in an ad/speech
the more likely the consumer is to connect
with it.
• For the case of this lesson, pick the MOST
emphasized appeal used in each ad to write
down.

7. Ms. Long, I’m confused. What am I
supposed to write down?
• The most important appeal it’s making
(pick from ethos, pathos, or logos)
• A short “why.”
Why did you pick (ethos, pathos, or logos)?

8. Ethos, Pathos, or Logos?

9. Ethos,
Pathos, or
Logos?

12. Ethos,
Pathos,
or Logos?

14. Ethos,
Pathos, or
Logos?

15. Ethos, Pathos, or Logos?

16. Ethos, Pathos, or Logos?

17. Ethos,
Pathos,
or
Logos?

19. Ethos, Pathos, or Logos?

20. Ethos,
Pathos,
Logos?

21. Ethos,
Pathos,
or
Logos?

22. Good job!
Now let’s go back
and see how
Ethos, Pathos,
and Logos fit into
Cassius’ speech to
Brutus.

23. Claim Statements, Part II
• Arguable statement that can be supported
with evidence.
– Claim of Fact: Says something is true or not.
– Claim of Value: Says something is good or bad.
– Claim of Policy: Says it’s better to do one thing
than a different thing.

24. • DIRECTIONS: Read the rest of Cassius’
speech to Brutus looking for claim
statements. Underline each claim.
• Ask yourself:
– Is he saying something is true or untrue?
– Is he saying something is good or bad?
– Is he saying it’s better to do one thing than
another thing?