What do ethos and pathos mean

You'll notice how the angles and shot size change when the "ProPilot" system clicks on:. This Nissan commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the "ProPilot" system that Nissan now features in their cars.

Once the daughter does this, we see a Star Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system. So how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

Of course not! That's the opposite of what Luke does in the movie. Is it logical for your kid to be scared of driving past construction at 40mph? Is there anything in this spot that is logical?

The basic fact that young drivers get distracted, and the Nissan "ProPilot" system might just save their lives one day, well that is how you use logic to sell cars. Technology advertisements use logos because their goal is to showcase cool new features. They have their new innovative features pop out at you. From durable glass to Face ID software.

It effectively asks you why you would choose any phone but iPhone. Logos often use buzzwords to sell the product. When browsing the many types of persuasive techniques in advertising, consider what your user needs from you.

Then ideate on which technique can best fulfill that need. What is the company known for? What does it stand for? And be sure to let us know your thoughts in the comments below! Create robust and customizable shot lists. Upload images to make storyboards and slideshows. Previous Post. Next Post. A visual medium requires visual methods. Master the art of visual storytelling with our FREE video series on directing and filmmaking techniques. More and more people are flocking to the small screen to find daily entertainment.

So how can you break put from the pack and get your idea onto the small screen? Skip to content. Subscribe on YouTube. Ethos, Pathos, Logos, Definition Persuasion in advertising What are persuasive advertising techniques? And we still depend on it today. Ethos, pathos and logos are the three categories of persuasive advertising techniques.

Each category invokes a different appeal between speaker and audience. Good persuasive advertising technique is when you balance all three. Aristotle's "modes for persuasion" - otherwise known as rhetorical appeals - are known by the names of ethos , pathos , and logos.

They are means of persuading others to believe a particular point of view. They are often used in speech writing and advertising to sway the audience. Aristotle used these three terms to explain how rhetoric works:. The first kind depends on the personal character of the speaker [ethos]; the second on putting the audience into a certain frame of mind [pathos]; the third on the proof, or apparent proof, provided by the words of the speech itself [logos]. Persuasion is achieved by the speaker's personal character when the speech is so spoken as to make us think him credible.

Ethos sometimes called an appeal to ethics , then, is used as a means of convincing an audience via the authority or credibility of the persuader, be it a notable or experienced figure in the field or even a popular celebrity. Pathos appeal to emotion is a way of convincing an audience of an argument by creating an emotional response to an impassioned plea or a convincing story. You know I hate politics. But you also know that I care about this nation.

You know how much I care about all of our children. Example 3: Jaws by Steven Spielberg. The whole speech oozes with ethos , as Quint tells the story of his experience as a sailor in WWII to explain his vendetta against man-eating sharks:.

Y ou know that was the time I was most frightened. So, eleven hundred men went into the water. Three hundred and sixteen men come out, the sharks took the rest, June the 29th, Talk about your past experiences and qualifications.

Make sure your audience knows who you are, and why they should trust your voice. Actually, though you may not be aware, you use ethos quite often already.

To use ethos effectively, you need to remember your audience. What do they need to hear in order to believe in you? What kind of background details can you give them?

Focus on what will really build up your character in the eyes of the audience and establish your authority. The more relatable and trustworthy you are, the more effective your speech will be. Aristotle believed that the orator could use their words to lead the audience to experience virtually any type of feeling. Pathos is common in advertisements today. Talking about Coca-Cola, in each commercial from the brand, the people in it are happy, young, generally loving life under the sun, accompanied by bright colors, buoyant music and an atmosphere of energy and positivity.

The messaging implies that if you want to be happy, drink Coca-Cola. Pathos is the perfect choice as the other methods of persuasion fall flat. Not logos —there are not many logical reasons to drink sugar-packed beverages. Pathos is the only way to sell the product. Pathos often appears in the best and most moving political speeches, as in Martin Luther King Jr. There are those who are asking the devotees of civil rights: 'When will you be satisfied?

We can never be satisfied as long as our bodies, heavy with the fatigue of travel, cannot gain lodging in the motels of the highways and the hotels of the cities. We cannot be satisfied as long as the Negro's basic mobility is from a smaller ghetto to a larger one.

The best arguments are soaked in them. Any form of reasoning has to start from a set of premises, and in rhetoric those premises are very often commonplaces. A commonplace is a piece of shared wisdom: a tribal assumption.

In the use of commonplaces, you can see where logos and ethos intersect. Commonplaces are culturally specific, but they will tend to be so deep-rooted in their appeal that they pass for universal truths. The wise persuader starts from one or two commonplaces he knows he has in common with his audience — and, where possible, arrives at one too.

Your use of commonplaces is also a good point to interject pathos , as many of these common beliefs can illicit an emotional response.

Because of the way we use the word pathos in the modern world, you may be thinking of something dramatic and sad. But pathos is more nuanced than that; it can be humor, love, patriotism, or any emotional response. The key here once again is to know your audience. You can even invoke pathos by admitting a wrong.