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Transcript of ETHOS
Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader.
Logos is an appeal to logic, and is a way of persuading an audience by reason.
Pathos is an appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response.
Ethos, Pathos, Logos
If an advertisement used these images to convince someone to purchase their product or trust an idea, they would be asking the audience to trust the speaker. Both images are examples of speakers that rely on the trust of the audience
"As a doctor, I am qualified to tell you that this course of treatment will likely generate the best results."
"My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."
"Don’t be the last person on the block to have their lawn treated – you don’t want to be the laughing stock of your community!"
"Better men than us have fought and died to preserve this great nation. Now is our turn to return the favor. For God and country, gentlemen!"
"The data is perfectly clear: this investment has consistently turned a profit year-over-year, even in spite of market declines in other areas."
"Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut."
Many advertisements use
emotions to convince their audience. In these cases, the examples use a person's sense of belonging and their desire to appear strong, brave, and patriotic.