Advertisement as a Form of Argument
Logos: Logical Appeal
Pathos: Emotional Appeal Ethos: Ethical Appeal
Anappealtotheaudience’slogical
thinking.
Anappealtotheaudience’semotions,
suchasfear,desire,sympathy,or
anger.
HowtoidentifyLOGOSinads:
1. Facts
2. Percentages
3. Chartsandfigures
4. Lotsofwordsandinformation
Thisadisan
exampleofa
LOGICALAPPEAL
becauseitshows
theingredientlabel
anduseswellknownathlete,
KobeBryant,to
endorsethe
product.
HowtoidentifyPATHOSinads:
1. Wordshavestrongconnotations
2. Visualshaveemotionalassociations
3. Lookfortheseemotions:
a. Fear(Getthisorelse}
b. Desire(Half-nakedpeople)
c. Empathy(Kidsorcutedogs)
d. Hunger(Awesomelookingfood
thatlookslotsbetterthanit
doesinreallife.)
Anappealtotheaudience’ssenseof
justice–whatismorallyrightorwrong
orfair.
HowtoidentifyETHOSinads:
1. Wordswithstrongmoralorethical
associations
2. Visualsoftenincludesymbols
(Americanflag,peacesign,family
gathreings)
Thisadisan
exampleofETHICAL
APPEALbecauseit
showsthatbicyclists
havearighttouse
theroadways
withoutworrying
aboutbeinghitbya
ThisadisanexampleofEMOTIONALAPPEAL car.
becausewefeelsorryforthesadlookingdog.
Theywantustobuytheirdogfoodbecause
theydonatetoanimalshelters.