TOPIC

MODES OF PERSUASION IN LANGUAGE

1. ETHOS
• Ethos are ethical appeals, means to convince an
audience of the author’s credibility or character.

• An author would use ethos to show his audience

that he is credible source and worth listening to.
Ethos is a Greek word for “character”.
2. PATHOS
• Pathos are the emotional appeals, means to
persuade an audience by appealing to their
emotions.

• Authors use pathos to invoke sympathy from an

audience; to make the audience feel what the
author wants them to feel. Main motive is to
draw pity from an audience.
3. LOGOS
• Logos are the appeal to logic, means to convince
an audience by the use of logic or reasons.

• To use logos is to cite facts and statistics. Logos

are Greek word for “words”, however the true
definition goes beyond that, and can most
closely described as “the word by which inner
thought is expressed”.
EXAMPLES OF EACH
• ETHOS:- As a dentist I see the problem a lot, I
recommend using a sensitive toothpaste.

• PATHOS:- If you decide not to come for Thanks

giving, it would break your grand mother’s heart.

• LOGOS:- If you do not turn in your homework,

your grades will suffer.
The ad
ETHOS IN THE AD
• Conceptualized by Ogilvy, Pidilite’s creative
agency for over decades the new T. V. film
highlights the company’s journey in its typical
human and humorous fashion. However the
main ethos element in the ad is the success of
the product over the years. Recently it has
successfully completed it’s 60 years in the world
market. The immense success of the product
itself makes it credible to the audience.
BARSON SE BARSON TAK
PATHOS IN THE AD
• Pathos element is very much easily visualized in
the ad. The tone of the song touches the
mankind of different communities. Moreover
they also tried to represent different
communities in the same which of course
touches the people with emotions. Hence the
pathos element is quite clearly visible.
LOGOS IN THE AD