They can inform, educate and persuade people to get your message and your ideas.ĭon't forget to consider the time and place, or kairos, of the message at hand. Pathos, ethos, logos were defined by Aristotle hundreds of years ago, but they’re as relevant today as they were in Ancient Greece. Ideas like "Who wouldn't` want to save money?" and "Who doesn't want a longer vacation?" help you convince people one way or another by having them ask questions of themselves. This asks you to join with the crowd so that you all fit in. Make a promise that if you buy or participate you'll be part of an exclusive or elite group. Suggest that regular people need this product or service to be part of their life. Use positive words, images, or videos juxtaposed against your own stuff to make the feelings transfer. The idea that purchasing this product shows the love of country, like when products brag about being "Made in America!" 15. Like weight-loss products found in the Amazon or diet drinks that taste just like regular. Make it sound like you have the key people have been searching for. Things that cost "next to nothing" or services that only charge "pennies on the dollar." Weasel around your original intention. Soap that gets you virtually bacteria-free. It's words that don't force you to prove anything concrete. The idea that this is cutting edge tech and puts you ahead of the game. Charismatic terms: words that are intangible like "freedom".Devil terms: words that evoke disgust like "fascist".
God terms: words that demand willingness like "progress". There are three categories of these terms: 10. Ultimate TermĬertain terms in the English language, like power words, carry more weight than others. So try to find ways to message with that idea. People at Yale studied humans and learned that we flock to attractive speakers who either speak last or first. The facts used here should be the "straight facts." things like "You get 100% of your vitamin D from a glass of milk," or "an hour of play helps prevent childhood obesity." Logos in advertisingĪn advertisement using logos will give you the evidence and statistics you need to understand what the product does and how it can make your life even better than it was before you used it. But if you tell them the story of Isaac Newton, and talk about his process to find gravity, including the apple falling from the tree, and write out the math of gravitational force, you're using logos. If you throw an apple up, it falls, that proves gravity. Here's where facts, research, and even a consumer's inherent logic come into play. Logos is the use of logical argument and empirical evidence to support your point of view. Video is no longer available: Logos Definition It uses humor to sneak into your heart and stays there. This ad not only has cute babies but the maturation of a kid who grows to love and understand her father. They have command in their sport, and any other sport you can think about. This black and white commercial asserts them both as athletes at the top of their game. Specifically, the one where he and Mia Hamm face off. I like to focus on the Michael Jordan commercials here. Ethos examples in adsĪny celebrity endorsement is the work of ethos. Ethos often uses celebrity endorsements, factual statements, and real-life examples to certify their prominence. That's why they should buy from you and patronize your stores. Ethos in advertisingĪdvertising with ethos is about convincing a consumer that your company is more reliable, credible, and trustworthy than any other one. Give them numbers and citations that make you seem trustworthy. So come prepared to make your audience feel smarter for listening to you. 
The point is, ethos is achieved by citing someone knowledgable and producing facts. You could use the words of an instructor, doctor, expert, or philosopher.
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