Persuasive AppealsPersuasive AppealsPersuasive AppealsPersuasive Appeals

Let’s Review• Logos – Logic – An appeal to logic

or reasoning through use of evidence.

• Pathos – Emotion – Appealing to a listener through the invoking of an emotional response using certain words or images.

• Ethos – Ethics and Character – Appealing to Credibility or Trustworthiness.

The Rhetorical Triangle• Helps understand the relationship

between the communicator, the message, and the audience.

• Let’s have a look at the Rhetorical Triangle and its’ functions…

Demographics

The statistical characteristics of human populations (as age or income) used especially to identify markets •Ex: The demographics of the town suggested the new restaurant would do well there.

Practical Review• Let’s look at this Milk

advertisement. It has examples of logos, pathos, and ethos.

• Discuss it in a quick-talk (less than 2 minutes)

• Ready…and…GO!

Checking our Discussion

• Logos - Logos is shown by the use of the American Heart Association's endorsement at the bottom of the page. The text in the upper right hand corner also states that "recent studies suggest that including 24 ounces of low fat or fat free milk a day in a reduced

calorie diet may help you burn more fat….."

• Pathos, comes into play by the association of drinking milk with watching the waistline. This ad is obviously geared toward women, and many women are trying to, or feel the need to, lose weight. The image of the hourglass comes into play with pathos as well, for many women long to have this kind of figure. The hourglass is the most celebrated image of women in art and movies, and it seems also most desired by men. The mocking of the shape by using the hands to make an imaginary hourglass comes to mind. The ad is presented in a way that celebrates that image, and suggests that drinking milk is the way to get it.

Checking our Discussion

• Ethos is apparent with the sole use of celebrities as models for the ad. It says: "I drink milk and I'm famous; if you want to be like a star you should drink milk too." The play on ethos is also apparent in the use of the popular hourglass image. The hourglass is the most popular way to characterize a desirable woman's figure. Adding to this appeal is the slim Meredith Viera dressed in a conservative, but knee-revealing skirt to further convey the message that drinking milk can make you thin, attractive, sexy, and maybe even famous!

Checking our Discussion

Quick Practice• On your own

paper, create three columns and place Ad 1, Ad 2, and Ad 3 at the top of each.

Ad 1 Ad 2 Ad 3

• We will now view three different ads. For each, identify how it shows logos, pathos, and/or ethos.

• You will have 20 minutes; 5 minutes per ad, and an additional 5 for the final writing.

• Ensure that you head your paper properly, as this assignment will be turned in.

Quick Practice

Ad WatchDirections:• You are answering:

– To whom is the company advertising?– What are they selling?– How are they selling it? (Persuasive Devices)– What message(s) are they sending?Finally, answer which approach you

believed was most effective and why.

Ad Watch

Time’s Up!• Which ad did you find the most

effective in advertising the product or idea?

• Why?• Respond in 5 or more sentences.

Independent Assignment

• You are an advertising executive and must “pitch” a new way to advertise an old product.

• 1st – Choose a product: Think Nike, Music, Clothing, etc…

• 2nd – Pull from Selection: Demographics and Persuasive Appeal

• 3rd – Create a pitch, slogan, or ad to support your product.