1. Modes of Persuasion English 10
Ethos, Pathos, and Logos
Modes of Persuasion
English 10

2. Ethos An appeal to character and credibility. Theory:
An audience is more likely to believe what you say if you establish that you, a person with good character, are credible. Thus, you are appealing to your audience’s sense of ethos.
Famous people or well known groups are often used to appeal to the ethos of an audience.

3. Ethos
Example:
Chanel, a perfume and cosmetics company, is trying to sell men’s perfume by using Brad as a spokes model. Brad Pitt, aside from being successful, rich, and famous, is considered a very attractive man. The ad persuades that if you use this product, you will be attractive like Brad Pitt Thus, Chanel is appealing to your sense of ethos.

4. Pathos An appeal to emotions. Theory:
You are more likely to persuade your audience if you appeal to its emotions. If an emotional reaction is solicited, your audience is more likely to agree with you. Thus, you are appealing to your audience’s sense of pathos.
Pictures, images, and shared experiences are often used to solicit an emotional reaction. Popular songs, scenarios, and catch phrases are also referenced.

5. Pathos
Example:
The American Society for the Prevention of Cruelty to Animals (ASPCA) is trying to solicit funding to house, feed, and care for abused animals, as well as educate others about proper animal treatment. The ad uses a puppy with sad eyes to give the audience, sad and sympathetic emotions. It also makes the audience feel guilty for not helping this dog. The ad persuades that if you use support the ASPCA, you are a good person. Thus, ASPCA is appealing to your sense of pathos.

6. Logos An appeal to logic and reason. Theory:
You are more likely to persuade your audience if you appeal to its sense of reason. If it makes sense to your audience when you support your argument with facts and examples, they are more likely to agree with you. Thus, you are appealing to your audience’s sense of logos.
Statistics, facts, graphs, and examples are often used to appeal to logos.

7. Logos
Example:
The Frito-Lay Company is trying to persuade its audience to buy Sun Chips. The ad uses statistics and facts to persuade its audience. The ad persuades that if you eat Sun Chips, you are making a healthy and reasonable choice. Thus, Frito-Lay is appealing to your sense of logos.

8. Example Commercials Gatorade
ASPCA
Aveeno
Brita