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Introduction To Rhetoric in Advertising Ethos Pathos Logos
Introduction To Rhetoric in Advertising Ethos Pathos Logos
ADVERTISING
Rhetorical Appeals
Persuasion shows up…
in rhetoric.
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?
LOGOS appeals to
your sense of
reason.
What appeal(s) is this?
Humane Society Ad
What appeal(s) is this?