The document discusses the concept of rhetoric, particularly in advertising, highlighting Aristotle's three rhetorical appeals: ethos, pathos, and logos. Ethos appeals to credibility, pathos to emotions, and logos to logic and reasoning. The document also includes examples of advertisements that utilize these appeals and suggests activities to analyze them further.

1. RHETORIC IN
ADVERTISING
Rhetorical Appeals

2. Persuasion shows up…
in rhetoric.
Rhetoric is the art of using
words in a certain way to
influence (appeal to) or evoke
emotions, opinions, attitudes,
and behaviors.

3. NOTES: What is rhetoric?
 Greek philosopher ARISTOTLE believed that when
people try to persuade each other, they use three
main kinds of RHETORIC.
 RHETORIC is writing or speaking
effectively so as to persuade others.

4. What are the three rhetorical
appeals?
 Aristotle called these three appeals:
ETHOS
PATHOS
and LOGOS

5. What is ethos?
 The ETHOS appeal uses:
 Credibility
 You trust the advice of a doctor because of who he/she is.
 You buy something advertised by certain celebrities whom
you trust/respect

6. What is pathos?
 PATHOS appeals to our emotions or feelings.
Pathos can also include humor, shock value, or appeal to
physical sensations like taste.

7. What is logos?
 LOGOS is related to the word LOGIC, or reasoning.
When you use LOGOS, you appeal to your audience’s
BRAINS. You make a good point, or you provide
research-based evidence.

8. What appeal(s) is this?
ETHOS uses CREDIBILITY (trustworthiness) of experts.

9. What appeal(s) is this?
LOGOS appeals to
your sense of
reason.

10. What appeal(s) is this?
PATHOS appeals to your heart.

11. What appeal(s) is this?
Google+ "New Dad" Ad

12. What appeal(s) is this?
Humane Society Ad

13. What appeal(s) is this?
The Truth - Body Bags Tv
Ad - YouTube

14. What appeal(s) is this?
Sofia Vergara and David
Beckham - Diet Pepsi
Commercial - Beach
Tweet - YouTube

15. Your Turn: Magazine Activity
 Find three different magazine ads that represent ethos,
pathos, and logos. (Sometimes these appeals overlap, but
make sure you have three separate ads.)
 Explain in complete sentences why each ad demonstrates each
appeal.
 Extra credit point: Find ads that may be deceiving and
explain why.
This ad demonstrates logos because Revlon is using statistics from their
research to prove that the mascara can lengthen your eyelashes. However,
this is deceiving because of course people saw “instantly” longer lashes, but
that doesn’t mean the mascara will actually make your eyelashes grow.