Ethos, Pathos, or

Logos?
Strategies used in speeches, texts and
advertisements to convince an audience
something.
Objective: To understand and apply how speakers use persuasive
strategies to convince an audience something.

Please take out a piece of paper.

Cornell Notes: Take notes on everything that is
underlined.
Title your paper: Ethos, Pathos, Logos Notes
 Ethos
Ethos: Ethics
To make the audience decide right or wrong
about what is being presented to it.
Appeals to the readers/ listeners moral values.
They rely upon commonly accepted beliefs or
values.
o Does the speaker have good sense or good moral character?

Relies on the speakers image.

o Is it someone you can trust and believe? Do they have qualifications
and expertise? Do they KNOW the topic?
o Example: An actor in a white doctors coat to promote a pain reliever.
o How can I make the audience trust me?
 Pathos
Pathos: Emotion
To make the audience feel something about what
is presented to it.
Speaks to readers/ listeners emotions, such as
sympathy, fear, anger, and hope.
Children, animals, illness, memories, etc
Tugs at your heart strings
How can I make the audience feel something?
 Logos
Logos: Logic
To make the audience think about what is
presented to it
Logos relies on the audiences ability to be
reasonable and to use their common sense.
Statistics, facts, authorities, evidence, etc
Very straightforward, and not fluff. It has a very
scientific, factual approach.
How can I make sense? Can my audience follow
my logic?
 Can some speeches/ advertisements
have more than one appeal?

Yes! The more appeals used in an ad or speech

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 notes.
 ETHOS, PATHOS, and LOGOS
Draw the chart on the following slide.
View each advertisement on the following videos.
If absent: Go to YouTube and type in ethos pathos logos commercials.
Select Ethos Logos Pathos Commercials 2014. It is the third one down. Watch the videos that align
with the chart on the following slide.

Determine which persuasive strategy is MOSTLY being used.

Explain in a complete sentence why the advertisement is mostly the

persuasive strategy you selected.

Remember:

Ethos: Their image. Is it someone you can trust and believe?

Do they have qualifications and expertise? Do they KNOW the topic?
Is it morally right?

Pathos: Does it make you feel a strong emotion?

Logos: Does it make you use your sense of reason/ common sense?
Do they list facts, statistics, show graphs, etc?
 Persuasive Strategies in Advertisements:
Description of Intended Persuasive Complete sentence explaining why and the
advertisement: Audience: strategy MOSTLY purpose of the advertisement.
being used:

Quit Smoking
Commercial

All-State

Campbells Soup

Taylor Swift

ASPCA Announcement

Colgate Dentist

Wesley Meredith

Oxy Clean

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