LANGUAGE & PERSUASIONPersuasive Rhetorical Appeals in Advertising

PATHOSAn appeal to emotion

An advertisement using PATHOS will attempt to evoke . . .

PATHOSAn appeal to emotion

An advertisement using PATHOS will attempt to evoke . . .

an emotional response

PATHOSAn appeal to emotion of happiness

An advertisement using PATHOS will attempt to evoke . . .

an emotional response of HAPPINESS

PATHOSAn appeal to emotion

An advertisement using PATHOS will attempt to evoke . . .

an emotional response of FEAR

PATHOSAn appeal to emotion of guilt

An advertisement using PATHOS will attempt to evoke . . .

an emotional response of GUILT

PATHOS

PATHOSThis is the most often used approach to sell more and get the audience to listen with greater attention

LOGOSAn appeal to logic or reason

An advertisement using LOGOS will give you. . .

LOGOSAn appeal to logic or reason

An advertisement using LOGOS will give you. . . evidence and statistics to understand what the product does

LOGOSAn appeal to logic or reason

An advertisement using LOGOS will give you. . . evidence and statistics to understand what the product doesthe logos will be the “straight facts”

LOGOSAn appeal to logic or reason

An advertisement using LOGOS will give you. . . evidence and statistics to understand what the product doesthe logos will be the “straight facts”

LOGOSAn appeal to logic or reason

An advertisement using LOGOS will give you. . . evidence and statistics to understand what the product doesthe logos will be the “straight facts”

LOGOSAn appeal to logic or reason

LOGOSThis approach holds the implied attitude that a wise person will agree with what is said in a tv or radio commercial.

ETHOSAn appeal to credibility or character

An advertisement using ETHOS will try to convince you that the company is . . .

ETHOSAn appeal to credibility or character

An advertisement using ETHOS will try to convince you that the company is . . .

reliable, honest and credible

ETHOSAn appeal to credibility or character

An advertisement using ETHOS will try you convince you that the company is . . .

reliable, honest and credible

ETHOSAn appeal to credibility or character

An advertisement using ETHOS will try you convince you that the company is . . .

reliable, honest and credibleOR involves statistics from

reliable experts

ETHOSAn appeal to credibility or character

An advertisement using ETHOS will try you convince you that the company is . . .

reliable, honest and credibleOR involves statistics from

reliable experts