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FYC: Ethos, Pathos & Logos
Transcript of FYC: Ethos, Pathos & Logos
The Other Side:
What does the first one do to convince you?
Lots of Other Commercials Do It Too:
Do you trust it?
Corn Syrup Commercial:
Ethical appeals are based on the character of the speaker. That is, is the speaker trustworthy, an expert in their field, or possess experience or knowledge that allows for what they say to be valid? In advertisements, celebrities are often used in lieu of a credible expert.
Ethos, Pathos, & Logos
Drawing attention to common claims
Pathetic or emotional appeals are based on getting the audience to feel a certain way. Pathos has to do with knowing your audience, knowing how you want them to feel, and coming up with examples or situations that will inspire those feelings. In advertisements, pathos often comes in the form of fear, anger, sexual attraction, or envy.
To assert in the face of possible contradiction
something that furnishes (shows) proof
A statement offered in explanation or justification, connecting the proof to the claim.
Other Important Terms to Know:
Logical appeals are based on logic or reason. This is the information in a document that is meant to be fact or data. This can be syllogistic reasoning, or the use of data from outside sources. In advertisements, logos is often evident in statistical claims or logical associations like “our company has been around for a long time, so we are obviously the right choice.”
How is logos being used in this commercial?
How about in this one?
Much of the time, these appeals are combined to achieve a heightened effect
Tina Fey selling boxed hair dye?
How is pathos?
Perfume Commercials Do it Too
What about this one? What elements are at play in this commercial?
Most of the time, pathos commercials look like this:
But Sometimes, they look like this:
How does credibility work in this ad?
Appeals to Reason
Experts in their field?
Rhetorical Analysis in Action