When an author relies on pathos, it means that he or she is trying to tap into the emotions of the audience to get them to agree with the author`s claim. An author who uses pathetic appeals wants the audience to feel something: anger, pride, joy, anger, or happiness. For example, many of us have seen ASPCA ads that use photos of injured puppies or sad-looking kittens and slow, depressing music to emotionally convince our audience to donate money. To see how writers can abuse emotional appeals and scare their target audience, visit the following WritingCommons.org link: False pathos. Character is another aspect of ethics, and it differs from credibility because it involves personal history and even personality traits. A person may be credible, but lacks character or vice versa. In politics, for example, the most experienced candidates – those who could be the most credible candidates – sometimes fail in elections because voters do not accept their character. Politicians struggle to shape their character as leaders who care about the interests of voters. The candidate who succeeds in proving to voters (the public) that he or she has the kind of character they can trust is more likely to win.
Sex appeal is, of course, also very effective among pathos advertising techniques. Open any Cosmopolitan magazine and you`ll find scantily clad models, muscular men, and sexual innuendo. For example, if I try to convince my students to do their homework, I might explain that I understand that everyone is busy and that they have other (unbiased) classes, but the homework will help them get a better grade on their test (explanation). I could complete this explanation by providing statistics showing the number of students who failed and did not complete their homework compared to the number of students who passed and completed their homework (factual evidence). This gives the impression that using a particular product makes you “the winning team”. It adheres to the definition of pathos because it plays your fear. to be excluded. The many examples of pathos advertising not only evoke your feelings, but also anticipate your reactions. If you want to explore pathos in advertising, language is the best place to start. Technology advertising uses logos because their purpose is to introduce interesting new features. Let`s take the example of the logos in Apple`s iPhone X ad: In this regard, the speaker seems compelling, authoritarian, and trustworthy enough to listen. Among the types of persuasion techniques in advertising, ethos is best used to build trust.
2Logos: The author uses an amazing statistic to appeal to our intellect. Keep in mind that these three strategies can often overlap. This phrase is considered both a logo and an ethic because it quotes a reputable organization, so we know that the author is using credible sources. Ethos is the persuasion technique that seduces an audience by highlighting credibility. Ethos` advertising techniques evoke the superior “character” of a speaker, presenter, writer or brand. We can first examine classical rhetorical appeals, which are the three ways of classifying the authors` intellectual, moral, and emotional approaches to get the audience to show the reaction the author is hoping for. Above, we have defined and described what logos, pathos and ethics are, and why authors can use these strategies. Sometimes using a combination of logical, pathetic, and ethical appeals leads to a solid, balanced, and compelling argument.
However, it is important to understand that the use of rhetorical appeals does not always lead to a solid and balanced argument. When reading a text, try to understand when the author is trying to convince the reader with emotions, because when used in excess, pathetic calls can indicate a lack of substance or emotional manipulation of the audience. For more information, see the following links to misleading pathos. Logos or appeal to logic means appealing to the audience`s sense of reason or logic. To use logos, the author makes clear and logical connections between ideas and includes the use of facts and statistics. Using historical and literal analogies to make a logical argument is another strategy. There should be no holes in reasoning, also known as logical errors, which are unclear or incorrect assumptions or connections between ideas. Each category evokes a different attraction between the speaker and the audience. In fact, any of the calls could be abused or overflowed. When this happens, arguments can be weakened. The speaker/author`s credibility is determined by their knowledge and expertise in the particular topic. For example, if you`re learning Einstein`s theory of relativity, would you rather learn from a physics teacher or a cousin who took two science classes in high school thirty years ago? It is fair to say that the physics professor in general would have more credibility to discuss the subject of physics.
To establish credibility, an author may draw attention to who he or she is or what experiences he or she has with the topic under discussion as an ethical appeal (e.g., “Because I have experience with this topic – and I know my stuff! “You should trust what I say about it”). Some writers don`t have to prove their credibility because the audience already knows who they are and they are credible. Although the common term “sex sells” has been discussed, sexually provocative ads leave a lasting impression. Mr. Clean, for example, spiced up his eponymous mascot for comic effect. You can thank Aristotle for inventing persuasive advertising techniques. More than 2,000 years ago, he classified the use of rhetoric in arguments into three groups: ethos, pathos, and logos. Among the many types of persuasive advertising techniques in advertising, Ethos is the best for playing on the strength of a brand or speaker. To see what an abuse of logical calls might be, read the next chapter, Logical Errors. If you want a really strong example of pathos is an advertisement, check out this inclusion list from a particularly emotional Zillow point.