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Ethos, Pathos, or Logos?
What appeal are advertisers using to get you to buy their product?
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ETHOS, PATHOS, and LOGOS
– AS YOU ANALYZE THE ADVERTISMENTS: l Ethos: Is it Ethical? l Pathos: Does it make you feel a strong
emotion? l Logos: Does it make you use your sense of
reason?
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Ethos
l Ethos: Ethics l To make the audience decide right or wrong
about what is being presented to it l Political issues, national beliefs, religious
issues, etc… l Typically has contrasting colors symbolizing
the difference between good and evil.
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Pathos
l Pathos: Emotion l To make the audience feel something about
what is presented to it l Children, animals, illness, memories, etc… l “Tugs at your heart strings”
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Logos
l Logos: Logic l To make the audience think about what is
presented to it l Statistics, facts, authorities, etc… l Very straightforward, and not “fluff”. It has a
very scientific, factual approach.
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Can some advertisements have more than one appeal?
l Yes! The more appeals used in an ad the more likely the consumer is to connect with it.
l For this activity, please note which persuasive appeal (ethos, logos, or pathos) is the PREDOMINANT technique used and explain why briefly (in a few words)
l You can add your response in an annotation in GoodReader
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, or Logos?
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Ethos, Pathos, Logos?
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Ethos, Pathos, or Logos?
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The End!
l Your assignment right now is to search the internet for a (school appropriate!) advertisement that displays either ethos, logos, or pathos.
l Open the image to its full-screen size.
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Ad Analysis
l Leave your iPad on your desk with the ad open l I will assign you a number (1-29) l You and one other person will analyze 7 ads. l Complete the following for each:
– The # & Name of “product” being advertised A: Intended Audience B: Spokesperson (if there is one) C: Purpose of advertisement D: Type of persuasive appeals-briefly explain
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FOR EXAMPLE: Ad Analysis
– #1: Michelin Tires – Little Baby – Don’t skimp on the
important stuff, we need good tires our families depend on it.
– Pathos (little babies are cute and we want them to live)