Essay about Ethos, Pathos, And Logos

Essay about Ethos, Pathos, And Logos

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Ethos, pathos, and logos are ways that an artist or an advertisement use in order to effectively persuade or convince readers to buy their product. Ethos is used to convince audiences that an ad is credibly and that people can believe what they reading. Pathos is when an artist or advertisement try to appeal to the consumer’s emotional state. Finally, logos is trying to convince buyers to purchase their product by using logic or reasoning. By analyzing the use of ethical, emotion, and logical appeal, we can compare and contrast a Pepsi ad and a Coca Cola advertisement.
Ethos is used to show that an advertisement is credibly and worth listening to. This can be done by an ads chose of language or remaining fair and unbiased in one’s ad. First, the Pepsi ad uses high school level vocabulary in order to make the ad easier to understand. Many consumers have graduated high school, so this is the appropriate vocabulary to use. However, the Pepsi ad contains biased information. The ad is all for Pepsi and wants buyers to purchase their product over every other soda; just because Pepsi has donated millions of dollars to fund hundreds of ideas. The ad should try and remain unbiased if it wished to appear ethical. The Coca Cola add uses high school vocabulary like the Pepsi advertisement, and is a biased in some aspects of the advertisement. According to the ad consumers should buy their product because it contains the “Real refreshing taste” and “has brightened the holiday season better, better than any other soft drink.” There is no data provided that backs up this claim made by the Coke ad. Yes both ads chose appropriate language, but they contain biased information, thus making these ads not a credible source.
Pathos is the emotional a...


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...vocabulary that is easy to understand. However, the Pepsi ad attempts to make consumers feel sympathy, whereas the coca cola ad wants onlooker to relief. Finally, both ads use different ways to appeal to people’s logical understanding one being a website people may visit, and the other providing facts on the advertisement. I believe that the Coca Cola ad best uses pathos and logos to persuade buyers, but just misses on the ethos part. This is because the ad cites facts on its poster and better uses pathos to appeal to people’s emotions, but contains a little biased information about coke. In my opinion, the Pepsi ad uses pathos and logos very well, but misuses ethos. This is because the ad contains biased information telling people why should buy Pepsi. If I had never had either of these two pops I would probably chose to drink coca cola based off the advertisement.

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