Advertising!

Logos

• Use of logic to sell an item; gives facts and figures.

• Comes from the greek word “λέγω” (lego), which means “I say.”

• Most literally, it is a word that means “argument.”

• First reaction: Interesting. It is illogical not to use this.

Pathos

• From the Greek “πάθος,” meaning “suffering” or “experience.”

• Relies on human emotions (ie it makes you feel something for the product, even if that feeling is not a normal association)

• Most common method of persuasion• Initial reaction: Wow, that makes me feel…

Ethos

• Greek “ἔθος” meaning “character.”• Interestingly, though it originally referred to

the character of a person (beliefs and traits), it is now also associated with a character.

• Can be identified when someone we care about as a society endorses a product.

• Initial reaction: a) Oh, if _______ uses it… b) I AGREE or DISAGREE.

Smoking gave me throat cancer at 39. Now I breathe through a hole in my throat and need this machine to speak.