This document summarizes three classic methods of persuasion - ethos, pathos, and logos - as described by Aristotle. It then provides examples from a Banfield veterinary email campaign using each method. The email examples appeal to character/trustworthiness (ethos), emotions like worry and care for pets (pathos), and facts about pet health issues (logos) to persuade readers to enroll in wellness plans.

2. THREE WAYS TO PERSUADE AN AUDIENCE:
1. Ethos- Appeal to Character
2. Pathos- Appeal to Emotion
3. Logos- Appeal to Logic
Source: “Art of Rhetoric” Written by
Aristotle

5. ETHOS
 “Optimum Wellness Plans
are NOT insurance,
THEY’RE BETTER!”
 “Unlike insurance, where
you pay for coverage you
may never use, Optimum
Wellness Plans always
provide the services you
pay for.”
PATHOS
 “Optimum Wellness
Plans take the worry
out of caring for your
pet.”
 “You’ll know that you’re
helping your dog live a
longer, healthier life.”
 “Together for the life of
your pet.”
EXAMPLES OF BANFIELD’S PERSUASIVE WRITING

6. AND MORE PATHOS…

7. WITH A TOUCH OF LOGOS
“By age three, more than 90% of dogs show signs
of gum disease which, if left untreated, can lead to
serious illness.”
“Remember, dogs age 6-10 years for each one of
ours. Start them off on the right paw with the right
plan.”

8. EFFECTIVE COMMUNICATION PRACTICE?
Source: Email sent out to all Banfield
associates