Advertising

Techniques:

Pathos, Logos and

Ethos


ARISTOTLE was a Greek philosopher who lived in the 4th

century BCE. He was an influential thinker and wrote on many
subjects.

One area, in which Aristotle was particularly interested, was

rhetoric. Rhetoric is the art of persuasive speaking or writing.
He explained the concepts of ethos, logos and pathos, as
tools for persuasive language. Ethos, logos and pathos are
used by advertisers as tools of persuasion.

ETHOS: An appeal to authority and credibility.
Ethos is a Greek word meaning ‘character’. Ethos is an appeal
to authority and credibility. An advertisement using ethos will

try to convince a consumer that their product, idea or service is
reliable, honest and credible. Ethos is an important advertising
technique.

PATHOS: An appeal to emotions.

Pathos is a Greek word meaning ‘suffering’ or ‘experience’.
Pathos is an appeal to emotions. An advertisement using pathos
will create a persuasive argument by creating an emotional
response in the consumer. Pathos is an important advertising
technique.

LOGOS: An appeal to logic.

Logos is a Greek word meaning ‘a word’ or ‘reason’. Pathos
is an appeal to logic and reason. An advertisement using
logos will persuade a consumer using logical thought, fact
and rationality. Logos is an important advertising technique.
Let’s Focus on ETHOS
Ethos is an appeal to ________________________________________

How do advertisers use ethos?

® Openly tell a consumer who they are and why they are a specialist on the subject.
o For example: ANZ is one of the five largest companies in Australia and the number one bank
in New Zealand.
® Establish authority through jargon and specialised terms.
o For example: Professor Linguistic from Harvard has conducted quantitative research in
linguistic bankology to conclude that ANZ is Australia’s superior bank
® Use celebrities to endorse a product, service or idea.
® Use correct grammar, language, reasoning and arguments. This will make the advertisement seem
reliable and trustworthy.

Examples of ethos:
® A foundation commercial featuring Katy Perry with clear skin. This will appeal to a consumer, who is
led to believe that because Katy Perry uses this foundation it must be a good product.
® A political candidate talks about his experiences as a soldier, as a businessman, and as a politician.
® A Colgate advertisement says that 4 out of 5 dentists use Colgate.

Example Ethos? Explanation

The company has referred to their extensive
Do you need help handing your debt? experience in debt counselling. This gives credit to
Debtmasters has over 30 years of experience in YES their opinion because a company with over thirty
debt counselling. Call Debtmasters today! years of experience seems reliable.

As a father, I know the importance of having a

safe car. I feel safe in the new Mazda 3.

You should really try this pasta sauce.

Someone told me it is really good.

If you don’t purchase this life insurance, and

something happens to you, how will your
family survive?

My name is Usain Bolt and I use Nike shoes.

Let’s Focus on PATHOS
Pathos is an appeal to ________________________________________

How do advertisers use pathos?

® Use descriptive language and imagery, to evoke emotion.
® Identify values and emotions which relate to their target audience.
o For example: I know you care for your family, so get your Mazda 3 today
® Use anecdotes to appeal to the emotions of an audience.
o For example: When I lost my job, I was helpless. Insurance 1 helped me.
® Use of visual imagery, to evoke emotion.

Examples of pathos:
® If you don’t book a holiday with Travago, you will regret it. You don’t want to live with regrets, do
you?
® Don’t let the poor puppies be put down, adopt a pet today!
® You love your dog. This dog food contains all the essential nutrients to keep your puppy be healthy,
safe and happy.

Example Pathos? Explanation

For just $1.00 a day, you can feed a starving This advertisement makes a consumer feel a sense of
child YES guilt. This will encourage a consumer to donate their
money.

As a father, I know the importance of having a

safe car. I feel safe in the new Mazda three.

You should really try this pasta sauce.

Someone told me it is really good.

If you don’t purchase this life insurance, and

something happens to you, how will your
family survive?

My name is Usain Bolt and I use Nike shoes.

Let’s Focus on LOGOS
Logos is an appeal to ________________________________________

How do advertisers use logos?

® Use research and statistics to back up their arguments.
o For example: 87% of students benefit from Oxford textbooks.
® Use logical processes to explain their point.
o If you don’t want gum disease, then you should brush regularly.
® Give convincing evidence and reasons to support claims.
o You need a car: it will make you more independent, save you time and improve your life.

Examples of logos:
® Hit at 40mph, there is a 70% chance you will die. Hit at 30mph, there is an 80% chance you will live.
That’s why the speed limit is 30mph.
® 3 out of 4 people surveyed said that they prefer our brand to any other.

Example Effective Explanation

use of
Logos?
This is not an effective use of logos because the
“I need new jeans. Everyone in my class has reasoning is not logical or convincing. Firstly, it is
new jeans.” NO unlikely that everyone has new jeans. Secondly, just
because other people have new jeans, does not
mean the consumer needs some.

Cigarette smoke contains over 4,800
chemicals, 69 of which are known to cause
cancer. So why start smoking?



6/7 people choose Colgate toothpaste

Every morning the rooster crows and then
the sun rises. The rooster must make the sun
rise. Buy a rooster today.



Studies have proven that Mazda3 cars are
the safest on the road.
Pathos, Logos and Ethos in Practice
Activity 1: For each of the following scenarios, write your own persuasive sentences using pathos, logos or
ethos.

Pathos:
1. You are persuading members of your class to volunteer for a RSPCA.

2. You are trying to persuade a consumer to buy a brand of cereal.

Logos:
1. You are promoting a new chocolate bar.

2. You are designing an advertisement to discourage drink driving.

Ethos:
1. You are persuading your guardian to let you get a new pet.

2. You are trying to persuade a consumer that animal testing is morally wrong.
Activity 2: For each of the following scenarios, write your own persuasive sentences using ethos, pathos or

logos. You must use each technique at least once. You can use more than one technique per sentence.

1. You are trying to sell a brand of toothpaste, called ‘ShinyWhite’.

Example: ¾ people surveyed in Perth said they prefer ShinyWhite toothpaste to any other brand. If you

care about your teeth, make the wise choice and buy ShinyWhite before it is too late.

Technique(s) used: Pathos and logos

2. You are designing an advertisement for a pet shop.

Technique(s) used: ___________________________________

3. You are running for Head Girl at MLC.

Technique(s) used: ___________________________________

4. You are designing an advertisement to discourage gambling.

Technique(s) used: ___________________________________

5. You are designing an advertisement for the Perth Royal Show.

Technique(s) used: ___________________________________