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”
Ethos also appeals to fundamental rights
Ethos also appeals to fundamental rights

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contains a graphic image
that some viewers may find
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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…