RHETORIC IN

ADVERTISING

Rhetorical Appeals
 Persuasion shows up…

in rhetoric.
Rhetoric is the art of using
words in a certain way to
influence (appeal to) or evoke
emotions, opinions, attitudes,
and behaviors.
NOTES: What is rhetoric?
◻ Greek philosopher ARISTOTLE believed that when
people try to persuade each other, they use three
main kinds of RHETORIC.

◻ RHETORIC is writing or speaking

effectively so as to persuade others.
What are the three rhetorical
appeals?
◻ Aristotle called these three appeals:

■ ETHOS
■ PATHOS
■ and LOGOS
What is ethos?
◻ The ETHOS appeal uses:
■ Credibility
■ You trust the advice of a doctor because of who he/she is.
■ You buy something advertised by certain celebrities whom
you trust/respect
 What is pathos?
◻ PATHOS appeals to our emotions or feelings.
Pathos can also include humor, shock value, or appeal to
physical sensations like taste.
 What is logos?
◻LOGOS is related to the word LOGIC, or reasoning.
When you use LOGOS, you appeal to your audience’s
BRAINS. You make a good point, or you provide
research-based evidence.
What appeal(s) is this?

ETHOS uses CREDIBILITY (trustworthiness) of experts.

What appeal(s) is this?

LOGOS appeals to
your sense of
reason.
What appeal(s) is this?

PATHOS appeals to your heart.

What appeal(s) is this?

Google+ "New Dad" Ad

What appeal(s) is this?

Humane Society Ad
What appeal(s) is this?

The Truth - Body Bags Tv

Ad - YouTube
 Your Turn: Magazine Activity
◻ Find three different magazine ads that represent ethos,
pathos, and logos. (Sometimes these appeals overlap, but
make sure you have three separate ads.)
◻ Explain in complete sentences why each ad demonstrates
each appeal.
◻ Extra credit point: Find ads that may be deceiving and
explain why.
This ad demonstrates logos because Revlon is using statistics from their
research to prove that the mascara can lengthen your eyelashes.
However, this is deceiving because of course people saw “instantly”
longer lashes, but that doesn’t mean the mascara will actually make
your eyelashes grow.