Ethos, Pathos, Logos: 20 Effective Ways to Advertise [Infographic] (2024)

FAQs

How do you use ethos pathos and logos in an advertisem*nt? ›

Ethos calls upon the ethics, or what we'd call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts. Good persuasive advertising technique is when you balance all three.

Advertising with ethos is about convincing a consumer that your company is more reliable, credible, and trustworthy than any other one. That's why they should buy from you and patronize your stores. Ethos often uses celebrity endorsem*nts, factual statements, and real-life examples to certify their prominence.

Advertisers use pathos by making an audience feel what they want them to feel, whether it's humour, anger, pity, or any other emotion. You might call it 'tugging on the heartstrings' or 'dialing up the emotions'. Gillette's new ad is a prime example of pathos.

Advertisers often use pathos to appeal to an audience's emotions, like making them feel sorry for their subject. They might also make their audience feel angry towards something, so that they're motivated to take action. Or they might make them laugh. That's all pathos.

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisment include the citation of statistics, facts, data, charts, and graphs.

You will often hear ethos, pathos, and logos referred to as the three modes of persuasion. These modes of persuasion will probably come quite naturally to you, but having a strong awareness of how to be most convincing to your audience will help you as you write argumentative essays.

The various types of advertising appeals are rational appeal, musical appeal, sexual appeal, humor appeal, emotional appeal, scarcity appeal, and fear appeal.

Pathos examples in everyday life include: A teenager tries to convince his parents to buy him a new car by saying if they cared about their child's safety they'd upgrade him. A man at the car dealership implores the salesman to offer the best price on a new car because he needs to support his young family.

Ethos is about establishing your authority to speak on the subject, logos is your logical argument for your point and pathos is your attempt to sway an audience emotionally. Leith has a great example for summarizing what the three look like. Ethos: 'Buy my old car because I'm Tom Magliozzi.

Logos is an appeal to logic. Your audience can be persuaded if you can present a factual argument that's based in reason.

What are pathos strategies? ›

Pathos: Appeal to Emotions

Pathos-based rhetorical strategies are any strategies that get the audience to “open up” to the topic, the argument, or to the author. Emotions can make us vulnerable, and an author can use this vulnerability to get the audience to believe that his or her argument is a compelling one.

Logos examples

“All men are mortal. Socrates is a man. Therefore, Socrates is mortal.” “The state has not produced one iota of medical evidence to the effect that the crime Tom Robinson is charged with ever took place.

They are: Wordmark, Lettermark (Monogram), Pictorial Mark, Abstract Mark (both often referred to as icons), Emblem, and Combination Mark.

Philip Kotler, the five stages (Awareness, Appeal, Ask, Act and Advocacy) allow marketing and sales professionals to create a map of the customer's needs and priorities during the different parts of their purchase process.

Advertising is a way of letting potential customers know about a product. The five functions of advertising are informing, influencing, increasing salience, adding value, and other efforts.

What are the 8 basic appeals? ›

Sociologist Harold Lasswell says that people are motivated by 8 basic appeals they are power, respect , well being , affection, wealth , skill , enlightenment , physiological and mental vitality .

So there it is; the 6 C's of marketing – Customer, Consistency – Creativity – Culture – Communication and Change.

In 1859, the Marketing Rule of 6 was introduced.

The first time a man sees an advertisem*nt, he takes no notice of it; the second time he looks at the name; the third time he looks at the price; the fourth time he reads it; the fifth time he speaks of it to his wife; the sixth time he buys.

Rhetorical appeals are the qualities of an argument that make it truly persuasive. To make a convincing argument, a writer appeals to a reader in several ways. The four different types of persuasive appeals are logos, ethos, pathos, and kairos.

Ethos is used in persuasive arguments to establish trustworthiness and credibility as a speaker or writer. There are three essential elements to developing ethos: virtue, personal disinterest, and practical wisdom.

Logos appeals to reason. Logos can also be thought of as the text of the argument, as well as how well a writer has argued his/her point. Ethos appeals to the writer's character. Ethos can also be thought of as the role of the writer in the argument, and how credible his/her argument is.

Ethos is all about credibility—is the source coming from research that is reliable and has a good reputation? A writer can use ethos to show readers why they are the best person to be writing or talking about a particular topic or issue.

Logos is a greek word with a variety of different meanings including, “reason,” “discourse,” and “plea,” among others. Greek philosopher Aristotle provided a definition of logos in his work Rhetoric, where he used logos to mean “reasoned discourse”, specifically in the realm of public speaking.

An author using pathos appeals wants the audience to feel something: anger, pride, joy, rage, or happiness. For example, many of us have seen the ASPCA commercials that use photographs of injured puppies, or sad-looking kittens, and slow, depressing music to emotionally persuade their audience to donate money.

What is ethos pathos logos for students? ›

Logos appeals to the audience's reason, building up logical arguments. Ethos appeals to the speaker's status or authority, making the audience more likely to trust them. Pathos appeals to the emotions, trying to make the audience feel angry or sympathetic, for example.

As you might have imagined, logos is the “appeal to the reader's logic.” This means that you use facts, data, and statistics to support your reasoning. Using logos in your writing is effective because it provides evidence that makes it difficult for your audience to disagree with you.

When you evaluate an appeal to ethos, you examine how successfully a speaker or writer establishes authority or credibility with her intended audience. You are asking yourself what elements of the essay or speech would cause an audience to feel that the author is (or is not) trustworthy and credible.

Pathos, or the appeal to emotion, means to persuade an audience by purposely evoking certain emotions to make them feel the way the author wants them to feel.

Logos is about appealing to your audience's logical side. You have to think about what makes sense to your audience and use that as you build your argument. As writers, we appeal to logos by presenting a line of reasoning in our arguments that is logical and clear.

Now that we've covered the three main types of logos (wordmark, monogram, and combination mark), we'll talk about three less common types of logos.

The final rhetorical appeal is pathos, which is the emotional appeal. Advertisers use pathos to evoke specific emotions in the audience. Pathos tends to be used quite often in advertisem*nts, as emotions are easily stirred in most target audiences through vivid images and touching stories.

Ethos or the appeal to credibility is used in the advertisem*nt in the image of Santa, who totally approves of drinking Coca-Cola. The main reason for using ethos in advertising lies in the company's need for gaining the potential customers' trust (Lamichhane).

Customers who experience happiness while viewing an advertisem*nt may make a purchase to continue feeling positive. For example, a brand creates a commercial that features people smiling and enjoying themselves, so the viewers associate the company with happiness.

The seven major types of advertising appeals include musical, sexual, humor, fear, emotional, rational, and scarcity, which all have the common goal of influencing the way consumers view themselves and the benefits of the products or services being advertised.

What are the seven main types of advertising appeals? ›

By using ethos, McDonald's makes sure the customer gets what he wants and lives up to the quality customer service standards. The commercial then uses pathos by showing that they understand and relate to the fact that life can be difficult and they want to do their best to make it easier for you.

Logos examples

“All men are mortal. Socrates is a man. Therefore, Socrates is mortal.” “The state has not produced one iota of medical evidence to the effect that the crime Tom Robinson is charged with ever took place.

Ethos refers to authority and credibility. It highlights the credibility and trustworthiness of your argument that can help you persuade your audience to buy your product or service. Example: As a three-time Olympic gold medalist, I can assure you that this energy drink will improve your fitness and stamina.