Ethos, Pathos, or Logos? What appeal are advertisers using to get you to buy their product? Objective

Ethos, Pathos, or Logos?

• What appeal are advertisers using to get you to buy their product?

Objective:

• As you view each advertisement that comes up on the screen, decide if it’s appealing to your sense of ethos, pathos, or logos.
• Write your answer(s) on your white board

ETHOS, PATHOS, and LOGOS

• AS YOU ANALYZE THE ADVERTISMENTS:
• Ethos: Is it Ethical? Is it right or wrong? Is the persuader/author credible?
• Pathos: Does it make you feel a strong emotion?
• Logos: Does it make you use your sense of reason? Logic?

Ethos

• Ethos: Ethics
• To make the audience decide right or wrong about what is being presented to it
• Political issues, national beliefs, religious issues, etc…
• Typically has contrasting colors symbolizing the difference between good and evil.
• This could also be shown by evidence that the author/persuader is credible.

Pathos

• Pathos: Emotion
• To make the audience feel something about what is presented to it
• Children, animals, illness, memories, etc…
• “Tugs at your heart strings”

Logos

• Logos: Logic
• To make the audience think about what is presented to it
• Statistics, facts, authorities, etc…
• Very straightforward, and not “fluff.” It has a very scientific, factual approach.

Can some advertisements have more than one appeal?

• Yes! The more appeals used in an ad the more likely the consumer is to connect with it.
• For the case of this lesson or power point, pick the MOST emphasized appeal used in each ad to write onto your whiteboard.

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

Ethos, Pathos, or Logos?

The End!

• Your independent work for this week is to find a print advertisement and analyze it.
• Make sure it is school appropriate (when in doubt don’t do it).

Ad Analysis

• Find an advertisement from a magazine. You will need the ad, or a copy of it
• Due on Monday, January 26th at the beginning of the period
• Complete the following on a separate sheet of paper:
• 1. The name of “product” being advertised
• 2. Intended Audience-Who are they trying to sell this product to?
• 3. Purpose of advertisement (the claim)
• 4. Type of persuasive appeal(s) with explanation (2-3 sentences)
• 5. Answer this question (use RACE)
• Do you think this is a persuasive advertisement? Why or why not?

EXAMPLE: Ad Analysis

• 1. Michelin Tires
• 2. Car owners, parents
• 3. Don’t buy cheap tires. Think of the safety of your children and loved ones. You can depend on our tires to keep your family safe.
• 4. This ad uses pathos. They are trying to make you feel concerned about the safety of your children by the brand of tires you use. This ad also contains logos. There are facts about their tires on the bottom of the ad.
• 5. Yes, I think this is a very persuasive advertisement. Parents love their children and are concerned about their safety. The baby next to the tire is a great example of pathos and will get parents to think about the safety of their own tires. I believe this ad would get their attention and get them to think about the condition of the tires on their car.