Ethos, Pathos and Logos

3 Categories in Persuasive Strategies for Advertising


1. Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader.
This means that the seller has to be trustworthy to the buyer. This could mean the buyer could be judging you by appearance, character and actions. For example on this advertisement there is a picture of a celebrity, Taylor Swift, this could give different opinions towards the audience. Most positive because If a celebrity is using the product or has agreed to promote it the buyer must be encouraged to buy it too because people look up to the famous to become just like them.



2. Pathos is an appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response. This talks about the emotional feelings of the buyer and how emotional they feel towards the advertisement. For example this advertisement about stray dogs would make the audience feel empathy towards the poor dog who has no home and it sad. This is effective because as the audience feel sorry for the dog they want to do something to help the dog which the advertisement is asking them to do.


3. Logos is an appeal to logic, and is a way of persuading an audience by reason. This way is how the audience feels about something and wants it to be right or wrong with a logical reason. So the audience has to know why something would be good and it has to be a factual reason. For example on this advert there are lots of facts about why you should quit smoking. For people who care about the logical reasons of why you should promote their advertisement this is effective because it is giving factual information.