This document discusses rhetorical strategies used in advertising to persuade audiences. It defines rhetoric as effective speaking or writing used to persuade. There are three main rhetorical appeals discussed - logos, ethos, and pathos. Logos appeals to logic and reason through facts, research, and cause-and-effect arguments. Ethos establishes the author or speaker's credibility and character. Pathos appeals to emotions through positive or negative emotional triggers like fear, love, or humor. The document instructs readers to analyze their favorite ads and identify whether they use logos, ethos, or pathos as their dominant persuasive strategy.

1. Ethos, Pathos, or Logos?
What appeal are
advertisers using to
get you to buy their
product?

2. • Think of your favorite commercial.
• What do you like about it?
• What makes it your favorite?
• Who is in it?
• What is said or shown?
• Does it make you want to buy that
product?

3. Rhetoric is
• Speaking or writing
effectively
• Using words for a
purpose; often this
purpose is to
persuade.

4. Purpose of Rhetorical Analysis
• To analyze the
arguments of
others and make
informed decisions.
• To learn how to
write your own
arguments.

5. Aristotle taught there are 3 main
strategies in an argument
• Logos
• Ethos
• Pathos

6. Rhetorical Chart
Author’s
Purpose
Logos Ethos Pathos
The core of the rhetorical chart is purpose—What does the
author/speaker
cartoonist/filmmaker/advertiser want the reader/listener/viewer
to
Feel? Think? Do?

7. LOGOS - Logical Argument
• Involves facts or Research
• Cause and Effect information
• Analogies or comparisons
• Practical advantages

8. Ethos - Credibility
• Appeals to the
conscience, ethics, moral
s, standards, values, and
principles.
• And also…

9. Ethos - Credibility
• Author or speaker tries to
convince you he is of
good character.
• Qualified to make his
claims.
• Cites relevant authorities.

10. Pathos-Emotional Appeal
• Appeals to emotions,
sensibilities, passions
and sense of humour
• Can be positive (love,
excitement) or
negative (fear, digust)
• Often uses graphic
images.

11. Some less obvious examples...

12. artistic sensibility
I am a video! Click me to start me or stop me.

13. nostalgia

14. sense of adventure

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

16. Ethos, Pa
thos, or
Logos?

17. Ethos,
Pathos, or
Logos?

18. Ethos, Pathos, or Logos?

19. Ethos, Pathos, or Logos?

20. Ethos,
Pathos,
or
Logos?

21. Ethos, Pathos
, or Logos?

22. Ethos, Pathos, or Logos?

23. Ethos,
Pathos,
Logos?