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An example of a logical appeal can be seen in this Truth commercial.
Explain on your notes how this commercial uses facts to try to convince you not to smoke.
The first method is logos, or an appeal to logic. Any time statistics or facts are used in persuasion, the speaker is using a logical appeal, or logos.
Pathos is an attempt to appeal to a person's emotions so that they will agree with you.
What emotions does this commercial attempt to create in the viewer? Explain how this is effective or ineffective in your notes.
This Subaru commercial tries to use emotions to make the audience want a safe car.
The last method of persuasion is ethos, also known as the ethical appeal. This one is perhaps the most confusing, so pay attention. When using ethos, the speaker is using his own credibility to convince his audience. The audience must think that he is respectable, knowledgeable, and trustworthy.
What makes the people in this commercial seem trustworthy? Why might an unsuspecting viewer in the 1950's- 60's have been influenced to buy Camel cigarettes?
This really old cigarette commercial uses the ethical appeal to get its viewers to trust the product.