1. PERSUASIVE TECHNIQUES IN ADVERTISING

2. The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories:
PATHOS
LOGOS
ETHOS
CATEGORIES

3. PATHOS is an appeal to EMOTIONS.

4. An advertisement using pathos will attempt to evoke an emotional response in the CONSUMER.

5. What’s the emotion?
PATHOS

6. What’s the emotion?
PATHOS

7. What’s the emotion?
PATHOS

8. LOGOS is an appeal to LOGIC or REASON.

9. An advertisement using logos will give you the EVIDENCE and STATISTICS you need to fully understand what the product does.
LOGOS

10. The logos of an advertisement will be the “STRAIGHT FACTS” about the product.

11. What is the evidence or statistics?
LOGOS

12. What is the evidence or statistics?
LOGOS

13. What is the evidence or statistics?
LOGOS

14. ETHOS is an appeal to CREDIBILITY or CHARACTER.

15. An advertisement using ethos will try to convince you that the company is more RELIABLE, HONEST, and CREDIBLE; therefore, you should buy its product.
ETHOS

16. Ethos often involves statistics from reliable EXPERTS.

17. Who is the expert?
ETHOS

18. Who is the expert?
ETHOS

19. Who is the expert?
ETHOS