1. Ethos
Ethos: Ethics
To make the audience decide right or wrong about what is being presented
To make the audience to accept the speaker as believable
Political issues, national beliefs, religious issues, etc…
May use contrasting colors symbolizing the difference between good and evil.

2. Ethos

3. Pathos Pathos: Emotion
To make the audience feel something about what is presented to it
Children, animals, illness, memories, etc…
“Tugs at your heart strings”

4. Pathos

5. Logos
Logos: Logic
To make the audience think about what is presented to it
Statistics, facts, authorities, etc…
Very straightforward, and not “fluff”. It has a very scientific, factual approach.

6. Logos

7. The Assignment
Choose an advertisement online to print out that can be used to identify persuasive techniques (school appropriate…when in doubt don’t do it).
You will analyze 3 ads brought in by others.
Complete the following for each:
The # and Name of “product” being advertised
A: Intended Audience
B: Spokesperson (if there is one)
C: Message of advertisement
D: Type of persuasive appeals-briefly explain

8. FOR EXAMPLE: Ad Analysis
#1: Michelin Tires
Audience: Parents
Speaker: Little Baby
Message: “Don’t skimp on the important stuff, we need good tires our families depend on it.”
Persuasion: Pathos (little babies are cute and we want them to live)