1. ETHOS AND ADVERTISING

2.  Much of the power of advertising comes not from LOGOS – a logical appeal to the quality of the product,  But from ETHOS, the appeal based on the character of the messenger. In many ads, this works by presenting us with a spokesperson we are supposed to want to be like, or by implying that the people who use the product are a group we would want to consider ourselves part of.  What’s implied is: BUY this product; then you will be like this person (or group) that you admire.

3.  With each of the following ads, brainstorm in your group and ask yourself:  How does this ad use ethos to persuade us to buy the product?  Or, in other words: Who is it the ad wants us to admire and associate with the product being sold? Why is that person (or group) seen as being admirable?