Choose three advertisements and explain how each uses pathos, logos, and ethos.

Not every advertisement will use all three,

but examine the ad carefully before you decide to write none. Also list any other strategies used. Refer to the definitions
and examples given earlier for help.

Advert Pathos Logos Ethos Other strategies

On your childs life The use of a child in Last year in England The statistic referred Rhetoric Question -
Fire Kills 2013 the advert, both 15 children died in to in the last box is You promised didnt
talking (presenting house fires. This also a type of ethos you? This use of a
the issue) and as a statistic helps to as it conveys the rhetorical question
character convey to the company to be more addresses the
representing a victim audience that there reliable and audience directly and
of the issue. This is credible research trustworthy. This puts them on the
creates a more done on the issue convinces viewers to spot. This technique
personal feel to the and that they take it more helps to make the
video as a child is understand the seriously. video more personal
seen as someone magnitude of the for the audience.
that is vulnerable problem.
and needs
protection.

This advert uses One of hundreds The advert also Graphic details This
Tree themes such as saint john ambulance refers to how their advert shows blood,
Saint John parenthood and volunteers This volunteers are fully which makes the
Ambulance 2013 empathy to gives the audience trained in first aid advert quite graphic.
emotionally appeal to an idea of the this helps to make This increases the
its viewers. The twist magnitude of their the audience trust shock factor of the
in the videos company, helping to them more, and are video meaning it is
 narrative being that establish a better more likely to look at more thought
the father and son impression of how the company as provoking. This
are not in the large and successful professional and could help to keep
womans garden the company is. useful. the advert ingrained
creates a feeling of in peoples minds
inevitability and meaning its a lot
helplessness. less forgettable.

At the end of the Every year the The statistic Weasel words The
advert the character British cross helps mentioned in the last video uses non-direct
I am a crisis says I dont care over a million people box also causes the statements to
British Red Cross who you are which in the UK audience to trust represent a crisis.
2012 highlights the reality This statistic helps to them more as they This helps to make
of the issues that the highlight the success claim to help people the audience think
foundation of the company and and have a and interpret the
addresses. This also how integral they charitable initiative. video more
creates a cruel are. The world analytically. This
sounding tone that million helps to helps to leave more
causes the audience highlight the of an impression on
to think that anyone magnitude of work the audience.
is affected and it they do for people.
could be someone
close to you.