https://www.studiobinder.com/blog/ethos-pathos-logos/

How to persuade my audience to act on the issue of sustainability

Ethos calls upon the ethics, or what we’d call the values, of the speaker. Pathos elicits emotions in the audience. Finally, logos puts logic into play by using evidence and facts.

Ethos:

Ethos is the persuasive technique that appeals to an audience by highlighting credibility.

Through respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. Of the types of persuasive techniques in advertising, ethos is best used to unlock trust.

Pathos:

Pathos is persuasive technique that try to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel.

A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational song and imagery. 

Pathos appeals to an audience’s basic emotions like joy, fear, and envy. All are easily triggered in many ways.

If you want to explore pathos in advertising, language is the best place to start. Why? Because the words we hear and read trigger specific feelings. Positive words conjure feelings of love, excitement and wonder.

Look at how General Mills and Cheerios achieved this in their “Good Goes Round” campaign. We see sunshine, smiles and bright colors while we hear the words “good goes around.” It invites positivity and encourages us to associate Cheerios accordingly.

Band waggon Advertising

“Bandwagon advertising” is commonly categorized under pathos advertisement examples. It creates that impression that using certain product will put you on the “winning team”. It adheres to the pathos definition because it plays off your fear… of being left out.

Old Spice used this in their “The Man Your Man Could Smell Like”

Of the persuasive advertising techniques, “Bandwagon” puts your brand on the right side of popular opinion.

Logos

Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.

Technology advertisements use logos because their goal is to showcase cool new features. Consider the example of logos in Apple’s advertisement for the iPhone X:

Of the types of persuasive techniques in advertising, logos will build your brand as the most logical, functional and helpful option.

Wrapping up ethos, pathos, logos

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.

the brand should guide how the persuasive advertising techniques are deployed. What is the company known for? What does it stand for?