Pathos, Logos, and Ethos in Advertising Essay

Pathos, Logos, and Ethos in Advertising Essay

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What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
For example, to make people aware that breast cancer can affect even young women, thefaceofbreastcancer.com printed a poster portraying the faces of fifty different women all under the age of 41 who have been diagnosed with breast cancer. The words “Your sister,” “You,” “Your friend,” are highlighted sporadically throughout the poster. The phrase “Have a lump or pain? Regardless of age, CHECK IT OUT NOW!” is also highlighted in the midst of all the women’s ...

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