1. Ethos, Pathos, Logos
And Their Relationship to Thesis and Structure in Essay 4
(adapted from a presentation by Nicole Connolly, GSW)

2. Ethos Credibility, trust, and authority
Is the image purporting to have authority of some kind, whether it be historical or moral?
Is the advertising referencing any authority?

3. Ethos examples

4. Pathos Emotions, values, and humor
Does the advertisement try to have an emotional effect of any kind on the reader, whether it is an appeal to happiness, nostalgia, fear, etc.?
Is the advertisement using humor to sell the product?

5. Pathos examples

6. Logos Logic, reasoning, and proof
Is the advertisement trying to show that purchasing/eat the particular product is the logical choice?
Is the advertisement presenting any data or facts?

7. Logos examples

8. More Examples

9. How is your image working?

10. Thesis Elements
The thesis should argue for which two rhetorical appeals/strategies are being used the most (ethos, pathos, and/or logos), through which three primary elements of composition (color, arrangement, vectors, etc.).
This McDonald’s advertisement’s use of arrangement, props, and focal points produces pathos and ethos to encourage consumers to purchase milkshakes.
This McDonald’s milkshake advertisement primarily creates an appeal to positive emotions like humor and nostalgia and an appeal to the authority of its brand through the arrangement of its elements, the context of its slogans, and the saturation of its colors.

11. Essay 4 Structure Introduction
Brief description of the image and its meaning/intended argument
Thesis statement
Body Paragraph 1: General description of the image
Body Paragraph 2: Paragraph about your first element of composition
Body Paragraph 3: Paragraph about your second element of composition
Body Paragraph 4: Paragraph about your third element of composition
Body Paragraph 5 (or 5 and 6): Counter-argument and refutation
How could it be argued that another appeal is being made? That another element is more important to the advertisement’s argument?
Conclusion: Restate thesis and sum up