This document discusses the three basic categories of persuasive techniques used in advertising: ethos, logos, and pathos. Ethos appeals to credibility and respect for the author. Logos uses logical reasoning and factual evidence like statistics. Pathos appeals to the audience's emotions. Advertisers employ these techniques to make products seem more persuasive and to influence consumers' decisions. Understanding how persuasion works can help people make less biased choices.

1. Persuasion in Advertising

2. Why study persuasion?
Once you know how the advertisers do it, you will
be more aware of why certain products are
persuasive!

3. Why study persuasion?
If you know why you are persuaded by something,
you will be able to make a less-biased decision
and form your own opinion. You can also use it
to fight for a cause you believe in.

4. How do they do it?
There are three basic categories that persuasive
techniques fall into. Those are...

5. Ethos
Logos
Pathos

6. Ethos
Credible
Logos
Logical
Pathos
Emotional

7. Ethos: Credible or Ethical Appeal
Means convincing by the
character of the author
●
Someone who has
authority, someone who is
likable or respected
●
Goal is to convince people
you are someone worth
listening to
●
People tend to believe
people whom they respect.
●

10. Logos: Logical or Fact-Based Appeal
Means persuading by
the use of reasoning.
●
Often uses things such
as Statistics.
●
Focus on facts,
recorded evidence,
historical data
●
Mentions things like
studies, surveys, and
research.
●
●

11. Buzz Words: Logos words that
really “mean” nothing, but sound
factually important
Examples:
●
“Pure”
●
“Natural”
●
“Freedom”
●
“Tasty”
●
Words that end in -er
●
Better, Cleaner, Longer, Faster
●
Technically not the best, but better than it was!
●

12. Buzz Words:
Sometimes they are
complete nonsense
words associated with
a fun statistic for
logos humor.

14. Pathos: Emotional Appeal
Persuading by appealing
to the audience's
emotions
●
Language choice affects
the audience's emotional
response
●
Can be positive
(Love, excitement)
●
Can be negative
(Jealousy, hatred)
●

15. Fear
Pathos can play on...
Worry
Sadness
Nastalgia
Sense of Adventure
Horror
Affection

16. Which One Will You Use?
Look for these while exploring your persuasive
techniques!

17. Original Slide:
Knoll, D. (2013). Logos, ethos, and pathos in
advertising. Slideshare. Retrieved from
http://www.slideshare.net/dianaknoll/logosethos-and-pathos-in-advertising