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Persuasive Ads: Ethos, Pathos, Logos

Published on: June 3 2023 by pipiads

In this article, we will discuss the importance of staying true to ourselves and not letting external influences dictate our choices. We will explore this theme through the use of various examples, including a Sprite commercial, a home, and a courtroom drama.

Quiet and Action:

Let's get one thing straight - we should never let anyone tell us what to do, even if they are paid to do so. In a commercial for Sprite, even if the cute car says to drink it, we should make our own decisions and drink what we want. We shouldn't let influencers or other people sway us either - we should always trust our own judgment.


Our home is a place where we can be ourselves and create memories with our loved ones. It is a place where we should feel safe and protected. We need to take care of our home and cherish it, as it is a reflection of our lives and our personalities. By creating a welcoming environment, we can make our house a home.

Courtroom Drama:

In a courtroom drama, we see how the truth can be uncovered by asking the right questions. We see how important it is to stay true to ourselves and not be swayed by external influences. The character of Chutney in the drama shows us how a lie can unravel and how we need to be honest with ourselves and others.

In conclusion, we must always stay true to ourselves and make our own decisions. We should not let others dictate our choices or let external influences cloud our judgment. By staying true to ourselves, we can create a life that reflects our values and beliefs.

Ethos, Pathos, & Logos: How to Use Persuasive Ad Techniques

O That's Good, a company dedicated to bringing nutritious comfort food to America.

Main Points:

- The inspiration behind O That's Good: sharing great finds with others

- The constant pursuit of being the best version of oneself

- Martin Scorsese's master class for filmmakers

- Starting school and making new friends

- Using Crest Glamorous White Whitestrips for a brighter smile

- TrueCar's certified dealers helping find the perfect car

- The antioxidant benefits of POM Wonderful pure pomegranate juice

Bullet Points:

- O That's Good:

- Mission to bring delicious comfort food with a nutritious twist to America

- Inspiration: sharing great finds with others

- Martin Scorsese's Master Class:

- Not for those intrigued by moviemaking as a career

- For those who need to make movies and have a story burning to tell

- Starting School:

- Nervous on the first day

- Focus on studying and making new friends

- Crest Glamorous White Whitestrips:

- Proven to whiten teeth 25 times better than a leading toothpaste

- Safe and effective, ADA accepted

- TrueCar:

- Helps find the perfect car

- Competitive offers from certified dealers

- POM Wonderful Pomegranate Juice:

- Packed with antioxidants

- Benefits beyond just being full of antioxidants

O That's Good, Martin Scorsese's master class, starting school, Crest Glamorous White Whitestrips, TrueCar, and POM Wonderful Pomegranate Juice all offer unique benefits and opportunities. Whether it's enjoying delicious comfort food with a nutritious twist, pursuing a passion for filmmaking, starting a new chapter in life, achieving a brighter smile, finding the perfect car, or reaping the benefits of antioxidants, there is always something new to discover and enjoy.

Pathos, Logos, and Ethos in Advertising

Persuasion is a key aspect of advertising, which aims to convince the audience to invest in a product. Persuasive rhetoric can take various forms and is used across different media platforms. Advertisers often rely on emotional appeals, establishing credibility, and logical reasoning to persuade their consumers.

Persuasive Techniques in Advertising:

1. Pathos:

Pathos refers to an emotional appeal, where the advertisement attempts to provoke an emotional response in the consumer. The aim is to create a positive emotion such as excitement or pull on the heartstrings. Pathos can also work in the opposite way by associating a product with the prevention of something negative in the consumer's life.

Examples: Snickers, Head and Shoulders, Honda Civic, Sony Cyber Shot, Cheerios, State Farm Insurance.

2. Ethos:

Ethos in advertising refers to establishing the credibility or character of the product. Advertisers often use brand association or expert testimonials to lend credibility to their product. Celebrity endorsements are also common in establishing the ethos of a product.

Examples: Cheese Nips, Kraft, Hayden Panettiere for Milk, Common for Gap, Moto Phone with iTunes.

3. Logos:

Logos is an appeal to logic or reason, where the advertisement provides practical information about the product. Logos is often more effective in print and internet advertisements as it allows the consumer to discover specific details about the product.

Examples: Cheerios, Ihome, Aveeno.

Persuasive rhetoric is an essential aspect of advertising. Advertisers often use a combination of emotional appeals, establishing credibility, and logical reasoning to persuade their consumers. The use of pathos, ethos, and logos can effectively convince the audience to invest in a product.

Ethos, Pathos & Logos

Persuasion is an important skill that can help you in various aspects of life. However, persuading someone to see things your way can be a daunting task. In this article, we will discuss the three appeals that Aristotle believed to be the most powerful techniques to persuade an audience. These appeals are Ethos, Pathos, and Logos.


Ethos is the appeal to the audience by asking them to trust the person making the argument. To build ethos, you need to convince your audience that you are trustworthy, knowledgeable, and well-meaning. You can achieve this by referencing relevant experience, explaining your credentials, or using good sources to show that you know your subject. Presenting, dressing, and speaking professionally can also enhance your ethos.


Pathos is the appeal to the audience's emotions, asking them to believe because they care. While emotional appeals can be powerful, they must be used carefully in academic writing. To use pathos effectively, incorporate vivid imagery, intentionally emotional and impactful adjectives, and verbs.


Logos is the appeal to the audience's sense of logic and rationality, asking them to believe because the argument makes sense. Building an argument with facts, figures, and well-thought-out reasoning is the most effective way to use logos. By appealing to the audience with logic, you draw your conclusions as rational, rendering the opposition less persuasive.

Combination of appeals:

While many arguments rely on one or two of these methods, some of the most effective use a combination of all three. The most important aspect of persuasive writing is to create a credible line of thought for your message that audiences will follow. If you do it carefully, they very well might arrive at the same conclusion.

In conclusion, persuasion is a powerful skill that can be developed by using the three appeals: Ethos, Pathos, and Logos. By understanding how to use these appeals effectively, you can become a more persuasive communicator and protect yourself against manipulation. Remember, the most effective arguments use a combination of all three appeals. So, if you want to persuade someone to see things your way, consider using these techniques and creating a credible line of thought for your message.

Ethos, Pathos, Logos (AP Lang Summer Assignment)

In this article, we will analyze three different commercials and their use of persuasive techniques to appeal to consumers.

Commercial 1: Heineken Light

- The commercial uses credibility by featuring famous actor Neil Patrick Harris as he introduces Heineken Light, winner of the best tasting light beer at the 2013 World Beer Championships.

- The commercial also emphasizes the product's award for best tasting low calorie lager at the same competition.

- Neil Patrick Harris adds further credibility by vouching for the product's taste, even though he is not allowed to take a sip due to commercial regulations.

- The commercial ends with Neil Patrick Harris making a stink face as he is unable to taste the beer, emphasizing the product's desirability.

Commercial 2: Subaru

- The commercial uses pathos to appeal to consumers' emotions by showing a young girl saying goodbye to her dog at a vet's office.

- The commercial goes back in time to show the close relationship between the girl and her dog, emphasizing their friendship and loyalty.

- The girl and her family use the same Subaru car throughout the years, highlighting the car's reliability and longevity.

- The commercial ends by suggesting that the car is a best friend for life's journey, tying the emotional connection between the girl and her dog to the car.

Commercial 3: Brita

- The commercial uses logos to appeal to consumers' rationality by starting with a fact about how many plastic bottles are used in the US alone each year.

- The commercial emphasizes the impact of this number by comparing it to the size of the earth.

- The commercial then introduces the Brita filter as a solution, highlighting its ability to take up to 300 plastic bottles out of the equation.

- The commercial ends by emphasizing that this is a small step that can make a big difference, encouraging consumers to purchase the filter to make a positive impact.

Each of these commercials uses different persuasive techniques to appeal to consumers. Heineken Light uses credibility to suggest that the product is desirable and award-winning. Subaru uses pathos to create an emotional connection between the viewer and the car. Brita uses logos to appeal to consumers' rationality and encourage them to make a positive impact on the environment. By understanding these techniques, consumers can be more aware of the ways in which commercials attempt to persuade them.

Ethos, Pathos, and Logos examples

In this article, we will be discussing a scene from the movie Legally Blonde where the character Chutney is being cross-examined in court. We will analyze the use of dialogue and how it contributes to the development of the plot.

Dialogue Analysis:

- Ghost is persuading by Preda bility as a speaker

- Let's get one thing straight, I never told 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're 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 talking 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, you want a Sprite?

- Breaking Stone in this house together, we made a family

- Bursting at the seams, this window

- Have you ever gotten a perm before?

- How many would you say to a year since I was 12?

- 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

- Objection, why is this relevant?

- Oh, I have a point, I promise

- Then make it

- Um, chutney, why is it the Tracy Marcinko's curls were ruined when she got those 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 cyclically, 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?

- 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?

- I didn't mean to shoot him.

The dialogue in this scene is important because it reveals crucial information about the characters and the plot. It shows how the use of persuasive language can be used to influence people and how cross-examination can be used to expose the truth. It also highlights the importance of paying attention to details and following rules. Overall, this scene is a great example of how dialogue can be used to advance the story in a compelling and engaging way.

How to Identify Ethos, Logos and Pathos by Shmoop

We all love to win arguments, and the key to winning is persuasive writing. Thanks to Aristotle, we have three rhetorical devices - ethos, pathos, and logos - that can help convince readers to agree with our point of view. In this article, we will explore how to use these tools effectively.


- Ethos means moral character.

- Using ethos, we can persuade our audience by showing that we are trustworthy and well-intentioned.

- This can be done by maintaining a calm and respectful tone, avoiding aggression and hostility.

- Ethos alone is not enough, but it can help build credibility and trust with the reader.


- Pathos means emotion.

- This device is used to make the reader feel something, such as empathy or compassion.

- When trying to convince someone, it can be effective to appeal to their emotions rather than just using facts and figures.

- For example, instead of just talking about the environmental impact of oil spills, we can discuss the animals that are affected and appeal to the reader's empathy.


- Logos means reason.

- This device involves using logic and evidence to support our arguments.

- This can include statistics, charts, and other data that demonstrate the validity of our point of view.

- However, it's important to present this information in a clear and concise manner to avoid overwhelming the reader.

Using the three rhetorical devices of ethos, pathos, and logos can help make our arguments more persuasive. By building trust and credibility, appealing to emotions, and using logic and evidence, we can increase the likelihood of convincing our readers to agree with us. And if all else fails, we can always offer them an Oreo cookie.

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