identifying pathos, logos, and ethos models€¦ · identifying pathos, logos, and ethos models...
TRANSCRIPT
Identifying Pathos, Logos, or Ethos Models
Directions: Find examples of advertisements (from TV, the internet, YouTube, or magazines/ newspapers) that exemplify the following: 1 ad for pathos, 1 ad for logos, and 1 ad for ethos. You may find that the same ad works for different categories, but still, you should find three unique ads. For each ad, explain in 3+ sentences which rhetorical strategy (pathos, logos, or ethos) is used, provide direct evidence (like a quotation or vivid detail) and explanation of how the strategy is used, and then make an inference as to why you think the strategy is used. For your examples, find a picture exemplifying the product. Then, if this is an image taken directly from the internet, copy and paste the image. If it is from T.V., explain when it was aired (unless from Netflix, Hulu, etc.), and for what program. If it is from YouTube, provide the YouTube link. Color code as I have modeled for you—one color explaining the ad and which strategy, one color for providing direct evidence and an explanation, and one color for your inference/ guess. Remember to use complete sentences in your explanation. Example #1, Ethos:
In the above advertisement, an iconic sign luring hungry eaters into the Golden Arches of McDonalds, the McDonald’s corporation attempts to convince the general public to eat at McDonalds primarily through ethos, or an appeal to credibility. Claiming that “billions and billions [have been] served” seems to imply that such credibility has been established by a positive track record through the numerous amount of satisfied customers. Perhaps McDonalds continues to use ethos in advertising because the corporation recognizes that, in recent years, it has been criticized for its unhealthiness through such media publications as Food Inc. and Supersize Me. McDonalds is simply trying to prove that it is still a desirable restaurant.
Example #2, Pathos:
In the above advertisement, an adorable picture of a baby next to a Michelin brand tire, the Michelin company uses pathos to convince drivers to purchase their brand of tires. Michelin uses the slogan, “because so much is riding on your tires” as an implication that babies are valuable and must be protected, when riding in cars, with the strongest, safest, and most reliable tires possibly—namely theirs. Michelin likely uses pathos to convince the audience to purchase its tires because those who can afford the luxuries of more expensive tires for their cars are generally those who are raising families and may have little ones of their own to protect. Example #3, Logos:
YouTube link: https://www.youtube.com/watch?v=y9alLkMQyM0 In this television commercial convincing drivers to buy the Nissan Leaf, the Nissan company primarily uses logos to convince the audience that this car is one of the best cars out there. In a very structured, straight-‐forward way, Nissan cites such facts as the car getting an average of 29 miles per gallon, to the car going 2.5 times faster than other cars, to the fact that it seats five (despite its compact size), to the fact that it has a 5-‐star overall rating, and more. The company likely used ethos to appeal to its audience because individuals who are eco-‐friendly and desirous of such entities as electrical cars like to have all the facts laid out for them in a systematic way.