ETHOS AND ETHOS AND ADVERTISINGADVERTISING

Much of the power of advertising comes not Much of the power of advertising comes not from LOGOS – a logical appeal to the quality of from LOGOS – a logical appeal to the quality of the product,the product,

But from ETHOS, the appeal based on the But from ETHOS, the appeal based on the character of the messenger. In many ads, this character of the messenger. In many ads, this works by presenting us with a spokesperson we works by presenting us with a spokesperson we are supposed to want to be like, or by implying are supposed to want to be like, or by implying that the people who use the product are a group that the people who use the product are a group we would want to consider ourselves part of.we would want to consider ourselves part of.

What’s implied is: BUY this product; then you What’s implied is: BUY this product; then you will be like this person (or group) that you will be like this person (or group) that you admire.admire.

With each of the following ads, brainstorm With each of the following ads, brainstorm in your group and ask yourself:in your group and ask yourself:

How does this ad use ethos to persuade How does this ad use ethos to persuade us to buy the product?us to buy the product?

Or, in other words: Who is it the ad wants Or, in other words: Who is it the ad wants us to admire and associate with the us to admire and associate with the product being sold? Why is that person product being sold? Why is that person (or group) seen as being admirable? (or group) seen as being admirable?