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Ethos, Pathos, and Logos - Edited

The document discusses the three modes of persuasion known as ethos, pathos, and logos. Ethos appeals to credibility and trustworthiness, as seen in an advertisement featuring Muhammad Ali promoting a roach spray. Pathos appeals to emotions, such as a P&G ad paying tribute to mothers. Logos appeals to logic and reason, exemplified by Billy Mays showcasing the practical cleaning abilities of OxiClean in his commercials. Together, these three techniques can form an effective advertising strategy when utilized appropriately.

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105 views

Ethos, Pathos, and Logos - Edited

The document discusses the three modes of persuasion known as ethos, pathos, and logos. Ethos appeals to credibility and trustworthiness, as seen in an advertisement featuring Muhammad Ali promoting a roach spray. Pathos appeals to emotions, such as a P&G ad paying tribute to mothers. Logos appeals to logic and reason, exemplified by Billy Mays showcasing the practical cleaning abilities of OxiClean in his commercials. Together, these three techniques can form an effective advertising strategy when utilized appropriately.

Uploaded by

masharrr kimani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Ethos, Pathos, and Logos

The triangle of rhetoric is composed of three modes of persuasion. They include ethos,

pathos, and logos. Most speeches, sales pitches, and television commercials utilize these

techniques to evoke action. However, every category invokes a unique appeal between the

audience and the speaker. Logos adopts logic into the product or service by using facts and

evidence. Pathos elicits the audience's emotions, while ethos utilizes the values (ethics) of the

speaker (Detisch, 2020). A good advertising technique comes about when one utilizes all three

techniques. However, most ads prominently feature one advertising technique.

Ethos

Ethos alludes to credibility and authority. It highlights the trustworthiness of one's

argument to persuade an audience to buy one's service or product.

Example advertisement: d-CON Spray

Muhammad Ali reveals how d-CON Spray gets rid of cockroaches. People see that the

greatest fighter ever is also spooked by cockroaches. They trust that if he uses that product, it is

effective.

Pathos

This refers to feelings and emotions. Advertisers use pathos to appeal to people's beliefs

and emotions.
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Advertisement example: Thank You, Mom

This ad by P&G and Wieden+Kennedy pays a warm, heartfelt tribute to mothers

worldwide. It uses happiness and love to demonstrate the dynamics of a child-parent

relationship. The audience feels the power of a mother’s love regardless of where they live.

Logos

This technique appeals to logic. A speaker can persuade an audience by presenting

factual arguments based on reason. To make a compelling case, one can use past evidence,

performance metrics, or statistics.

Advertisement example: OxiClean

Salesperson Billy Mays promotes OxiClean's multipurpose stain remover by cleaning

various products to showcase its practicality and quality. People believe the product works since

Mays uses it to remove different stains from different objects. From pet messes to human

laundry, Oxiclean cleans without bleaching.


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References

Cause Marketing. (2016, September 17). P&G “Thank You, Mom” Campaign Ad: ‘Strong’ (Rio

2016 Olympics) [Video]. YouTube. https://www.youtube.com/watch?v=rdQrwBVRzEg

Detisch, A. J. (2020). The Definitive Guide to Ethos, Pathos and Logos. StudioBinder. Retrieved

November 15, 2022, from https://www.studiobinder.com/blog/ethos-pathos-logos/

OxiClean. (2012, June 14). Billy Mays OxiCleanTM Versatile Stain Remover Commercial

[Video]. YouTube. https://www.youtube.com/watch?v=2PU8ZxQj7eE

TheMotiondevotion. (2012, August 2). 1979 MUHAMMAD ALI - roach commercial ( d-CON

spray ) [Video]. YouTube. https://www.youtube.com/watch?v=P4tJo0K2l1Q

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