Persuasion Ethos, Logos,

Pathos

So, how do they do it?

There are three basic techniques in persuasion. Those techniques

are…

Ethos Logos Pathos

Credible

Logical

Emotional

Ethos (credible or ethical appeal)• means convincing by the character of the

author• we tend to believe people whom we

respect• Goal is to convince people you are

someone worth listening someone who has authority, someone who is likeable or respected

Ethos includes “testimonial”

Ethos includes “testimonial”

Ethos includes “testimonial”testimonial

Ethos also appeals to fundamental rights

Ethos also appeals to fundamental rightsThis is also testimonial Warning: the next image

contains a graphic image that some viewers may find disturbing

Logos (logical or fact-based appeal) means persuading by the

use of reasoning Use of statistics is popular Focus on facts, recorded

evidence, historical data Can mention studies,

surveys

Buzz words (“logos” words that mean nothing, 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 for

logos

•What exactly is “sophistication”?

• Making claims for nature

• A sugar filled drink?• “nature” makes people

think it is healthy

• Statistics make it seem legitimate

• How do you measure “irritating”?

• Less irritating than what? Swallowing glass?

• Good thing it’s “toasted”!

• “Better” means nothing• Tastes better than what?

• Maximum means nothing but sounds really cool

Pathos (emotional appeal) means persuading by appealing to the

audience’s emotions Language choice affects the audience's

emotional response can be positive (ex: love, excitement) or negative (ex: jealousy, hatred)

Pathos can play on fear

Pathos can play on worry

Pathos can play on Sadness

TOYOTA COMMERCIAL

Pathos can play on nostalgia

Pathos can play on a sense of adventure

Pathos can play on desires

Pathos can play on horror

Pathos can play on disgust

Pathos can play on affection

Pathos can play on humour

So, persuasion in advertising? Now you know!And you know what they

say…