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

Objective:Objective:As you view each advertisement that As you view each advertisement that

comes up on the screen, decide if it’s comes up on the screen, decide if it’s appealing to your sense of ethos, appealing to your sense of ethos, pathos, or logos.pathos, or logos.

Write/log your answers on the Write/log your answers on the document handed out to you as the document handed out to you as the slide show continues.slide show continues.

ETHOS, PATHOS, and LOGOSETHOS, PATHOS, and LOGOSAS YOU ANALYZE THE ADVERTISMENTS:AS YOU ANALYZE THE ADVERTISMENTS:

Ethos: Is it Ethical?Ethos: Is it Ethical?Pathos: Does it make you feel a Pathos: Does it make you feel a

strong emotion?strong emotion?Logos: Does it make you use your Logos: Does it make you use your

sense of reason?sense of reason?

EthosEthosEthosEthos: Ethics: EthicsTo make the audience decide To make the audience decide right or right or

wrongwrong about what is being presented about what is being presented to itto it

Political issues, national beliefs, Political issues, national beliefs, religious issues, etc…religious issues, etc…

Typically has contrasting colors Typically has contrasting colors symbolizing the difference between symbolizing the difference between good and evil.good and evil.

PathosPathosPathosPathos: Emotion: EmotionTo make the audience To make the audience feelfeel

something about what is presented something about what is presented to itto it

Children, animals, illness, memories, Children, animals, illness, memories, etc…etc…

““Tugs at your heart strings”Tugs at your heart strings”

LogosLogosLogosLogos: Logic: LogicTo make the audience To make the audience thinkthink about about

what is presented to itwhat is presented to itStatistics, facts, authorities, etc…Statistics, facts, authorities, etc…Very straightforward, and not “fluff”. Very straightforward, and not “fluff”.

It has a very scientific, factual It has a very scientific, factual approach.approach.

Can some advertisements Can some advertisements have more than one appeal?have more than one appeal?

Yes! The more appeals used in an ad Yes! The more appeals used in an ad the more likely the consumer is to the more likely the consumer is to connect with it.connect with it.

For the case of this lesson or power For the case of this lesson or power point, pick the MOST emphasized point, pick the MOST emphasized appeal used in each ad to write onto appeal used in each ad to write onto your sheet.your sheet.

Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?

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Ethos, Ethos, Pathos, Pathos,

or or Logos?Logos?

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or or Logos?Logos?

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or or Logos?Logos?

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Ethos, Pathos, or Logos?Ethos, Pathos, or Logos?

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