The document discusses how advertisements appeal to ethos, pathos, and logos to persuade consumers. It defines ethos as establishing the identity and quality of a product through celebrity endorsements or targeting specific audiences. Pathos refers to appealing to emotions by promising happiness with a product or establishing standards that make people feel inadequate. Logos involves providing logical reasons to buy a product by highlighting how it saves money or makes life easier.

1. Advertisements

2. Ethos-
When we talk about ethos in the context of an
advertisement,
we can see that ethos means two things-
•The identity of the product or service.
•The quality of the product or service.

3. How do advertisers establish their products identity?
-By having celebrities endorse their products.
(Gatorade Commercial)

4. How do advertisers establish their products identity?
-By having celebrities endorse their products.
(Gatorade Commercial)
-By targeting their advertisements at the type of
people that they’re selling to.
(“Choosy moms choose Jif”)

5. Ethos-
When we talk about ethos in the context of an
advertisement,
we can see that ethos means two things-
•The identity of the product or service.
•The quality of the product or service.

6. Pathos-
Advertisements can appeal to our emotions in a
number of ways…

7. Pathos-
Advertisements can appeal to our emotions in a
number of ways…
-State that our lives are now lacking without their
product or service, and that we’ll be happy once
we have what they’re selling.
(This is what most ad’s promise. Check out this
Coke commercial for a prime example.)

8. Pathos-
Advertisements can appeal to our emotions in a
number of ways…
-Establishing a standard that we’ll feel bad about
not fitting.
(They’ll usually say that their product or
service will help us meet that standard.)

10. Logos-
Advertisements can take about the logic behind
buying their good or service.
-They can talk about how their product can save
you money.
-They can talk about how it can make your life
easier.
(Now we’ll watch a particularly new
commercial phenomenon)