Pathos, Ethos and Logos
Ethos, pathos, and logos. They are means of persuading others to believe a particular point of view. They are often used in speech writing and advertising to sway the audience. Pathos (appeal to emotion) is a way of convincing an audience of an argument by creating an emotional response to an impassioned plea or a convincing story. Logos (appeal to logic) is a way of persuading an audience with reason, using facts and figures.
Pathos:
.org defines pathos as
Pathos: an appeal to emotion. An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.
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Pathos in advertising is when the advert or promotional work tries to get the viewer to feel emotion from what they are showing. They do this my making the audience feel, sad, happy and any other type of emotions which their target audience would relate to the most. This is shown in charity adverts; they make the viewer feel sad for the children in the advert by showing them dying, less fortunate then ourselves makes us feel sad and guilty so that we will donate money to them. So making the audience feel something for your advert makes it so much more likely for the viewers to buy their product or whatever the director wants the audience to feel.
https://www.youtube.com/watch?v=KvmpXmy8h7M
https://www.youtube.com/watch?v=Wv1rKHGeMRk
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In these ads they use sensitive topics to get the audience to give more of an emotional response so people will buy their product or take their message more seriously. For example within this advert they use the fact a car has killed a number of children because of a drunk driver to get their point of not drinking and driving across. because it makes the audience feel sad and scared to stop them from doing it within the future.
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logo:
.org defines pathos as
Logos: an appeal to logic or reason. An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.
logo is when you use statistics to advertise the product. So when you say that 100% people are improved when they use this product makes the audience want to buy it because they might need it. Such as tooth paste helping your teeth the people who need help with their teeth are a lot more likely to buy the product if they think or know it will help. Something to note about this type of advertising is that it’s a lot less effective than making people feel for your advert. This is because people rely on their feelings a lot more than they do in their head. A lot of doctor and teeth paste adverts do this a lot to make people know that they will be improved by it and is something that people don’t really want to have emotions for they want to know how it can help them and why they should buy it. Even though if an advert is good enough they’ll buy it just because the advert is good
https://www.youtube.com/watch?v=lt0t82dmT2M
https://www.youtube.com/watch?v=8ULR68LTmbw
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In these two adverts the product being advertised is tooth paste, both of those adverts are using logos to advertise the product. These are doing it by showing doctors to say the statistic of how good they're product is. This works because the audience will trust it from a doctor? dentist because we are programmed to believe what they are saying is the best for us. So a dentists saying that this tooth paste/ brush will help with sensitive teeth make you trust it and want to buy their product more than if a actor was saying it.
Ethos:
.org defines pathos as
Ethos: an appeal to credibility or character. An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile
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Ethos is probably the easiest to understand and is the most known I would say. They do it within all types of media such as instagram and YouTube. Ethos is when you use a famous face or a celebrity to advertise a product. So when a youtuber gets sponsored to advertise a product. Or when am advert shows off a celebrity to say that your favorite celebrity is advertising their product.
https://www.youtube.com/watch?v=Hq2SlCja3zo
https://www.youtube.com/watch?v=2DWUuKIl09Y
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Within the advert above they are using ethos in order to sell a product. So they are using celebrities to advertise their product, so people see their favorite celebrities and see them with these products and think if they get that product they will be like them. The adverts above do this by showing celebrities say they like the products which is a great example of that ethos is. they also do this by getting you-tubers to advertise their products within a sponsorship.
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