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Ethos Pathos and Logos and Their Use in Advertisements
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Ethos, Pathos, Logos, and Their Use in Advertisements
Pathos
Ethos
This ad, is using a child in obvious pain to insinuate that smoking hurts those around the smoker as well as the smoker themselves.
This ad uses the potential guilt of starting a forest fire to convince people to put out their campfires.
In this ad, the claim is made that "9 out of 10 dentists recommend Sensodyne toothpaste," to sound more credible.
Gold Bond chooses to use a prominent figure in sports, like Shaq, in order to cater to who they feel are the most likely to use their product.
Marilyn Monroe, a sex symbol, is used to promote beauty products because users could feel like they were comparable to Monroe.
The SPCA uses pathos in the form of often sad looking or injured animals to increase the chance of a viewer feeling sympathy and donating.
Is the appeal to credibility and trustworthiness.
Is the appeal to emotions, sympathy, and imagination.
Now put them together...
... and you get ads like ChildFunds. This ad uses Ethos in the form of the established looking man proposing the donation, pathos in the form of the destitute starving children, and logos by stating it only costs 98¢.
Logos
Trident gum utilizes two examples of logos. The first is "getoffwithawarningable" insinuating that this um will help you get out of a traffic ticket. The second is the claim that the gum will "prevent over 35% of stains."
In this ad, Pepsicola is advertising their new product, Sierra Mist Natural. Logos is used here in the form of the phrase "The soda nature would drink if nature drank soda."
Subaru wants to convince whoever views this advertisement that the 2011 Impreza WRX STI will safely traverse the most dangerous conditions faced by the average commuter, all while keeping it fast and fun.
Logos is the appeal to logic and reason.