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pathos in ads

Published on: February 5 2023 by pipiads

In today's world, the art of persuasion is crucial in various aspects of life. Whether you want to sell a product, inspire people, or convince someone to do something, using persuasive ad techniques can make a significant difference. One of the most effective ways to persuade people is by using the three pillars of persuasion- ethos, pathos, and logos. In this article, we will explore how to use these techniques in your ads to make them more effective.


Ethos is the credibility of the speaker. In advertising, it refers to establishing trust with the audience. Here are some ways to use ethos in your ads:

- Use testimonials from satisfied customers.

- Feature experts or celebrities who endorse your product.

- Highlight any awards or certifications that your product has received.

- Use a professional tone to convey expertise and authority.


Pathos is the emotional appeal of the ad. It aims to connect with the audience on a personal and emotional level. Here are some ways to use pathos in your ads:

- Use heartwarming stories or personal anecdotes.

- Use powerful imagery to evoke emotions.

- Use humor to create a positive association with your product.

- Use fear or anxiety to motivate action.


Logos is the logical appeal of the ad. It aims to persuade the audience through facts and reason. Here are some ways to use logos in your ads:

- Use statistics or scientific data to support your claims.

- Provide clear and concise information about your product.

- Use comparisons to show the superiority of your product.

- Use logical arguments to persuade the audience.

Using persuasive ad techniques can make a significant impact on the success of your advertising campaign. By using ethos, pathos, and logos, you can establish credibility, connect emotionally, and persuade logically. Remember to use a variety of techniques and tailor your approach to your target audience to create the most effective ads.

The Art of Rhetoric: Persuasive Techniques in Advertising

The Art of Rhetoric: Persuasive Techniques in Advertising

Persuasive techniques are prevalent in a variety of media, from high school debates to mobile app ads to street billboards. The goal of these techniques is to convince the audience to believe in a particular perspective or invest in a product. Authors of persuasive essays use emotional appeals, credibility-building strategies, and logical reasoning to make their point. Greek philosopher Aristotle defined these strategies as pathos, logos, and ethos. Not every advertisement uses all three techniques, but most use at least one to persuade consumers. Let's explore each technique and see how they are used in advertising.


An argument using pathos attempts to evoke an emotional response in the audience. Some ads want you to associate happiness or fun with their product, while others attempt to tug at your heartstrings. For example, an Axe body spray ad claims that their product can make you more attractive. Advertisers also know that people have an emotional investment in their health and use this to their advantage. Some ads promise to provide relief from pain or help others avoid pain.


An argument using logos uses logic and reason to persuade the audience. Advertisements that use logos rely on statistics, facts, and information to make their point. Some ads provide specific statistics, while others focus on the features and benefits of the product. For example, an Armand Hammer toothpaste commercial shares what the product does and adds a little website information for you. A Lexus Hybrid commercial contains details and statistics on their technology.


An argument using ethos attempts to convince the audience that the creator of the message can be trusted. Ethos is often demonstrated by the use of experts to establish credibility. Some ads feature real people giving real testimonials, while others associate celebrities with their product to persuade consumers.

Persuasive techniques in advertising are prevalent in all modes of communication. The goal is to convince the audience to believe in a particular perspective or invest in a product. Using emotional appeals, credibility-building strategies, and logical reasoning, advertisers can persuade consumers to buy their product. Understanding the techniques of pathos, logos, and ethos can help consumers make informed decisions about the products they purchase.

Pathos, Logos, and Ethos in Advertising

The Art of Rhetoric: Persuasive Techniques in Advertising

- Persuasive rhetoric can be found in various media forms, from high school debates to billboards on the street.

- The goal of any persuasive argument, including advertising, is to convince the audience of your point of view.

- Advertisers use emotional appeals, build credibility and trust, and use logic and reason to achieve their goal.

- Aristotle's three rhetorical strategies, pathos, ethos, and logos, are often used in combination to persuade consumers to invest in a product.

Persuasive Techniques:

1. Pathos:

- Refers to an emotional appeal that attempts to provoke a positive emotional response in the consumer.

- Excitement, love, and nostalgia are common emotions used in advertising.

- Products like Snickers, Head and Shoulders, and Honda Civic use pathos to appeal to consumers.

- Pathos can also work by preventing something negative in your life, like using State Farm Insurance.

2. Ethos:

- Refers to establishing credibility or character of the product.

- Brand association and expert testimonials lend credibility to the product.

- Celebrity endorsements also offer an impression of credibility.

- Cheese Nips and Aveeno are examples of products that use ethos in their advertising.

3. Logos:

- Appeals to logic or reason and gives practical information about the product.

- Logos is often more effective in print and internet advertising.

- Cheerios and I Home use logos to give specific details about their products.

- Pathos, ethos, and logos are three effective rhetorical techniques used in advertising.

- Emotional appeals, credibility building, and logical reasoning are all used to persuade consumers to invest in a product.

- By understanding these techniques, consumers can become more aware of advertising tactics and make informed purchasing decisions.

Pathos, Ethos, Logos Commercials

Quiet and Action: A satirical take on advertising and influence

Main points:

- I never tell you to drink Sprite, even if I was in a commercial for Sprite

- Brian Man Sad, a metaphor for not being influenced by ads

- Even if all these cool influencer people were holding one, I still wouldn't tell you to drink a cool, crisp, refreshing lemon-lime Sprite

- Instead, I'd ask you if you want a Sprite

Bullet points:

- The importance of not being influenced by ads

- The use of influencers in advertising

- The power of personal choice

Quiet and Action's satirical take on advertising and influence reminds us of the importance of making our own choices and not being swayed by external factors. It's important to be aware of the influence of advertising and to make decisions based on our own preferences, rather than what we're told to do.

Try NOT to cry! (Saddest commercial ever!)

In this article, we will be discussing a casual conversation between family members. The conversation revolves around watching movies, playing games, and spending time with each other. Through this discussion, we will see how family members interact with each other in a relaxed and informal setting.

Casual Conversation:

- Oh please just watch something or play again. Music the sign is on throughout the iPad. Daddy downloaded some movies for you. Music Music Music.

- Because I'm in, put a movie on for you. Know this is grandpa. So sad, yes, I keep busy and don't annoy. Leave it.

- Make sure you clean that up. Take a picture. Who's that? That's Barry, grandpa. Hey, miss her.

- Oh dad, I ironed your shirt for you. Thank you. Would you like me to help you pack the stuff away?

- No, dad. Girls, come on, let's go downstairs and watch something. Rather needs me. We'll just be in the kitchen. Everybody else at the golf course feels the same. Music.

- If you wake us up before 6 o'clock, I'm opening all the presents for all of you. Ha ha. Girls just happen.

- What is this, Nana? Music. Do this. Oh, look, she's right there. Absolutely brilliant. Buff me. Thank you. Music. You.

This casual conversation showcases the importance of spending time with family members and enjoying each other's company. The use of contractions, idioms, transitional phrases, interjections, dangling modifiers, and colloquialisms add to the informal tone of the conversation. It is essential to take a break from our busy lives and create meaningful memories with our loved ones.

How to Identify Ethos, Logos and Pathos by Shmoop

We all love winning arguments and convincing others that our point of view is correct. Thanks to Aristotle, we have three rhetorical devices - ethos, pathos, and logos - that can help us persuade others. In this article, we will discuss each of these devices and how they can be used to write a stellar essay, win political debates, and sell just about anything on late-night television.


Ethos is all about moral character. When using ethos, the speaker tries to convince the audience that they are a good person and can be trusted. This can be achieved by discussing the topic in a calm and respectful manner. Ethos alone may not be enough to persuade someone, but it can certainly help.


Pathos appeals to our emotions. It is a powerful rhetorical device that can get us to stop thinking and start feeling. When using pathos, it is important to appeal to the reader's softer side. For example, if you are trying to convince someone that crude oil is bad for the environment, don't just fill the pages with charts and graphs. Talk about the animals that are affected and often killed when there is a spill. Make the reader feel the emotional impact of the issue.


Logos is all about reason and logic. It involves providing concrete evidence to support your claims and explaining in clear and concise terms why the reader should logically agree with your point of view. This can include using charts, graphs, and figures to support your argument. However, it is important to avoid name-calling and instead focus on presenting a well-reasoned argument.

When writing an argument essay, it is essential to use the big three rhetorical devices - ethos, pathos, and logos. These devices can help you persuade your reader and convince them to see your point of view. And if all else fails, you can always try using Oreos - they won't add anything to your argument, but they sure are delicious!

Ethos, Pathos, and Logos examples

In this article, we will be discussing a dialogue from the popular movie, Legally Blonde. The conversation is between two characters, Ghost and Chutney, and we will be analyzing it in detail.


Ghost is persuading by Preda bility as a speaker let s get one thing straight I never tell you to drink sprite even if I was in a commercial for sprite which I am or you were watching it what you are I would tell you to drink it no matter what that cute car says no even if you just eating tacos with extra hot sauce you were holding an extra cold sprite and for some reason we re waiting for me to tell you to drink it I still wouldn t tell you to drink that thirst quenching sprite even if this were a metaphor about sprite and I was toking about sprite and literally out of here is pay my sprite to write lyrics the boss spray and even if all these cool influencer people were holding one I still wouldn t tell you to drink a cool crisp refreshing lemon lime sprite. I'd ask you, do you want a sprite?

Chutney: Music you're gonna grow up Music made a breaking stone in this house together we made a family Music in this one Music bursting at the seams this window did you ever get a card before?

Ghost: Yes, how many would you say to a year since I was 12, you do the math.

Chutney: You know a girl in my sorority, Tracy Marcinko, got a perm once. We all tried to talk her out of it. Curls weren't a good look for her. She didn't have your bone structure. But thankfully, that same day, she entered the Beta Delta Pi wet t-shirt contest, where she was completely hosed down from head to toe.

Ghost: Objection! Why is this relevant?

Chutney: Oh, I have a point, I promise. Then make it.

Ghost: Um, chutney, why is it the Tracy Mar sink those curls were ruined when she got hosed down? Because they got wet. Exactly. Because isn't it the first cardinal rule of perm maintenance that you're forbidden to wet your hair for at least 24 hours after getting a perm, at the risk of deactivating the ammonium cyclamate? Yes. And wouldn't somebody who's had say, 30 perms before in their life be well aware of this rule? And if in fact, you weren't washing your hair, as I suspect you weren't because your curls are still intact, wouldn't you have heard the gunshot? And if in fact, you had heard the gunshot, Brooke Windham wouldn't have had time to hide the gun before you got downstairs. Which would mean that you would have had to have found Mrs. Windham with a gun in her hand to make your story plausible, isn't that right?

Chutney: She's my age. Did she tell you that? How would you feel if your father married someone who was your age? You, however, had time to hide the gun, didn't you, Chutney, after you shot your father?

In conclusion, this dialogue between Ghost and Chutney is an important scene from Legally Blonde that showcases the use of logic and reasoning in solving a case. Chutney's story is shown to be implausible due to the rules of perm maintenance, and Ghost's deduction ultimately leads to the truth being revealed. This scene highlights the importance of paying attention to small details and using logic to solve problems.

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