Pathos

A pathos advertisement triggers emotional responses in the viewer

making the want to buy the product or service. For example the Adidas on the left has people

wearing Adidas, smiling and partying making the view think that if they buy Adidas they will

have fun and will be happy.

Ethos

A ethos advertisement uses more reliable, honest and credible resources. This could be almost any real person, like a pregnant woman talking about pregnancy. For example on the left is Lewis Hamilton in a Abbey advert, this makes the audience think if Abbey is good enough for him, it is god enough for me.

Logos

A logos advertisement uses real evidence and statistics to get its viewers to want to buy their products or services. They use real life percentages and the advertising technique ‘Talking Heads’ to attract new consumers. An example of this is the Lo’real advertisement on the left, it uses talking heads and visually shows what the product can do for the consumer.