Introduction to Ethos Pathos, and Logos

Key Idea

The purpose of an advertisement is to persuade people to do something. To accomplish this purpose, advertisements use three types of persuasive strategies, or appeals.

• say that a brand has been trusted for many years

• include an endorsement from a respected organization, such as the American Dental Association

• feature a testimonial from a "real person" who shares the audience's values

• use an admired celebrity or athlete as a spokesperson

Writing

Key Idea

Appeals to logos, or reason, use logic and verifiable evidence. An ad that appeals to logos might do one of the following:

• use graphs or charts to display information

• cite results of clinical trials or independently conducted studies

• explain the science behind a product or service

• emphasize that the product is a financially wise choice

• anticipate and refute potential counterclaims
  

Writing

•  persuading by the use of reasoning

• uses reasoned discourse and logical arguments to convey a point of view and win over the audience.

• statistics, facts, data, research, evidence, charts, and graphs.

• An iPhone commercial that highlights the latest features and specs (use of evidence).

• A Dole fruit juice commercial that hypes vitamin and calorie stats (use of statistics).

• Verizon shows a map to prove it has better coverage than AT&T (use of chart/graph).

• Ethos is used to convey the writer’s credibility and authority. When evaluating a piece of writing, the reader must know if the writer is qualified to comment on this issue. The writer can communicate their authority by using credible sources; choosing appropriate language; demonstrating that they have fairly examined the issue (by considering the counterargument); introducing their own professional, academic or authorial credentials; introducing their own personal experience with the issue; and using correct grammar and syntax.

• Use appropriate and professional language for your intended audience

• Conduct sound and ethical research (and cite all sources)

• Use appropriate jargon to demonstrate awareness of the field and your audience

• Use celebrity endorsements (get credible and well established people on board with your idea)

• Make logical connections between ideas and avoid logical fallacies at all costs

• convincing an audience of the author’s credibility or authority

• Why? We tend to believe people whom we respect and trust. An author who showcases their knowledge/authority on a subject will appear as more trustworthy for the audience to believe.

• showing expertise, knowledge, a degree

• “My three decades of experience in public service, and my tireless commitment to the people of this community make me the ideal candidate for your mayor.”

• An elderly man providing his age when preaching life wisdom.

• Michael Jordan as the face of a Gatorade commercial (https://youtu.be/liKnJ-ejztw).

Key Idea

Appeals to pathos, or emotion, use feelings rather than facts to persuade the audience. An ad that appeals to pathos might do one of the following:

• trigger a fear, such as the fear of embarrassment

• appeal to a desire, such as the desire to appear attractive

• link the product to a positive feeling, such as adventure, love, or luxury
  

Writing

• appealing to the audience's emotion

• often used to invoke sympathy or pity from an audience; also used to inspire anger from an audience to prompt action. 

• Pathos can be developed by using meaningful language, emotional tone, emotion evoking examples, stories of emotional events.