Persuasive Techniques 3 Categories Pathos Logos Ethos Pathos

Persuasive Techniques

3 Categories Pathos Logos Ethos

Pathos � What it is: › An appeal to emotion � What it does: › Attempt to evoke an emotional response in the audience (happiness, fear, guilt, pain, sadness, etc. ) � Examples: › Images of starving children to persuade you to send money. › People enjoying themselves while driving in a BMW.

Logos � What it is: › An appeal to logic or reason � What it does: › Provides you with the evidence and statistics (the facts) you need to fully understand the argument. � Examples: › One glass of Florida orange juice contains 75% of your daily Vitamin C needs. › Lipitor lowers your cholesterol.

Ethos � What it is: › An appeal to credibility of character � What it does: › Tries to convince you that the speaker is more reliable, honest, and credible; therefore, you should consider the arguments offered. Often uses experts (Doctors) or celebrities to endorse. � Examples: › 4 out of 5 dentists recommend Trident gum. › Michael Jordan makes us want to wear Hanes.

Practice A child is shown covered in bug bites after using an inferior bug spray. � Answer: Pathos � � � Tiger Woods endorses Nike. Answer: Ethos � � Sprite Zero is 100% sugar-free. Answer: Logos � � A 32 -oz. bottle of Tide holds enough to wash 32 loads. Answer: Logos

Practice A commercial shows an image of a happy couple riding in a Corvette. � Answer: Pathos � Cardiologists recommend Ecotrin more than any other brand of aspirin. � Answer: Ethos � Advil Liqui-Gels provide up to 8 hours of continuous pain relief. � Answer: Logos �

Practice Miley Cyrus appears in Oreo advertisements. � Answer: Ethos � People who need more energy drink Red Bull Energy Drink. � Answer: Logos � A magazine ad shows people smiling while drinking Pepsi. � Answer: Pathos �