Ethos, Pathos, Logos: In Advertisement, Study notes of Logic

Download Ethos, Pathos, Logos: In Advertisement and more Study notes Logic in PDF only on Docsity! Critical Thinking Paper Code: 12103311 Ethos, Pathos, Logos: In Advertisement - ShreyaVerma Roll No. - 15044526024 PHI/15/040 Ethos, Pathos, and Logos are modes of persuasion. Most TV commercials, sales copy, and speeches use these three factors to invoke an action.The idea of these three advertising techniques was first created by a Greek philosopher and writer named Aristotle, somewhere around 2000 years ago. So yeah, they have been around for a while, and their persuasiveness has never slowed down during that period Aristotle grouped them into three categories — ethos, pathos, and logos. The single name for them all is the Rhetorical Triangle. Professional copywriters still use them to sell their products, ideas, or to simply compel people to act on something through their writing. Aristotle would be proud! With that in mind, you know that their effectiveness is rooted in a long history of advertising and marketing success. Ethos, Pathos, and Logos are three concepts that have been used for centuries to persuade an audience. These rhetorical devices are often referred to as the ‘three pillars of persuasion.’ The first is Ethos, which means credibility or trustworthiness. You may also see it called ‘ethical appeal.’ This is when a writer speaks from personal experience to give an opinion on the subject matter. Next is Pathos, which leverages an emotional response such as pity, anger, or fear. Lastly, there’s Logos. This refers to the reasonableness or logic of the argument being made, in modern times this is best summed up as leveraging data and statistics in order to sell something. Aristotle developed some types of persuasive techniques in advertising to appeal to people and build trust. These types are the three persuasive techniques: pathos, logos and ethos in advertising: Ethos: Endorsing a product with likable celebrities or respected experts. Pathos: The use of emotional experiences to connect with and persuade people. Logos: The use of facts or data to persuade others. Ethos, pathos, and logos are different ways an author can use persuasion in a text. Ethos is an attempt to catch someone’s attention by using ethics or a moral appeal. Pathos is an emotional appeal to someone’s feelings, like fear or love. Logos is a logical appeal that tries to persuade the reader with facts and statistics. With these basic definitions, students analyzed commercials and advertisements to investigate how each ad attempts to persuade the audience. Students discovered that the images, words, and context help convey the rhetorical message of the advertisements. Ethos: The purpose of ethos in advertising is to persuade the audience that the advertiser is trustworthy and ethical. Isn’t it simpler to make a decision when someone you respect or look up to approves it? Moreover, marketers often use ethos rhetoric to connect a brand to fundamental human rights. When a brand takes a position for a cause that is important to them, it builds trust with its audience. The imagery of ordinary, regular people is frequently used in ethos discourse. This method is known as the Plain Folks persuasive advertising tactic, in which a speaker or company appears as an Average Joe to make them feel normal and reasonable. They look concerned and cut from the same material as you by doing so. If a renowned celebrity like Kevin Hart drinks Mountain Dew on TV, a person viewing the advertisement is more inclined to buy a six-pack.