Ethos. Pathos. 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

Ethos. Pathos. Logos.

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

Ethos. Pathos. Logos.

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

Ethos. Pathos. Logos.

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