![]() ![]() So memorize the ethos definition, absorb these ethos examples, and use what you’ve learned to enhance your own projects. Fire these three strategies on all cylinders in your next video project to really take your message to the next level. Ethos and Pathos), and a proposed definition of product. But consider it in conjunction with pathos and logos. (Kairos, Audience and Decorum), a description of the three classic appeals of rhetoric (Logos. When we define ethos, we do so in the context of Aristotle’s rhetorical triangle, which also includes pathos and logos.Įthos in and of itself gives power to your productions. What is ethos? It’s the ethics and credibility of a spokesperson or brand. Now you’ve got a solid grasp of the ethos meaning in advertising and video production. Ethos, Pathos, and Logos are referred to as the 3 Persuasive Appeals (Aristotle coined the terms) and are all represented by Greek words. ![]() Ethos ads can be effective as long as viewers trust and respect the personalities on screen. They took the budget they had, made the ethos definition work for them, and ran with it.Īs these ethical appeal examples show, goodwill and credibility don’t have to come from movie stars and sports legends. The makers of the above ethos commercial knew exactly what they were doing. We’ll specifically look at the ethos appeal in advertising. Now that you’ve got an overview, let’s zero in on ethos. The top mode of persuasion is up for grabs.Ĭheck out this video for a rundown of all three techniques. In the modern day, let’s be honest here, logic has leveled off. Logos appeals to logic and reason by using statistics, facts, and figures. It can be a negative, as in, “Ouch, my headache, please make it go away.” And how about guilt? “Send money or this kid will starve.” This can be a positive, such the joy you would feel if you bought, say, a new Buick. Pathos aims to convince viewers by evoking an emotional response. This usually means a respected authority figure or celebrity giving a product or brand a testimonial or endorsement. Pathos is close to "pathetic" - which is something we say when feeling disgust.A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies.Įthos is used as a means of convincing an audience by offering reliability, honesty, and credibility. Logos is close to "logic" - the appeal to logic and reason. In terms of how to remember these, perhaps try this:Įthos is close to "ethics" - the appeal is to the ethical and responsible behaviour of the speaker. You are killing yourself and you'll leave behind your wife and family who are absolutely dependent on you (Pathos). ![]() The category of rhetorical devices that appeals to a sense of credibility. The category of rhetorical devices that appeal to emotions. Your lungs are literally dying - you can see it here on this scan (Logos). The category of rhetorical devices that appeal to logic and reason. Ethos is about establishing your authority to speak on the subject, logos is your logical argument for your point and pathos is your attempt to sway an audience. Thousands of years ago, Aristotle provided us with three ways to appeal to an audience, and theyre called logos, pathos, and ethos. I know it sounds incredible but the math checks out.Īnd, of course, we can mix and match them:īob, as your doctor, I have to advise you to give up smoking (Ethos). A couple of examples:Īccording to a recent study, being a parent is linked to an increase in hair loss. Logos (from the Greek for "I say") is an appeal to logic and reason.How can you allow this kind of behaviour to occur in a town full of God fearing people?Īfter years of working for the company, how can they simply just let me go? Pathos (from the Greek for "suffering" and "experience") is an appeal to someone's emotions.A couple of examples:Īs a doctor, I can tell you that your diet is of concern and so you should eat better.Īs a dad to two children, I believe you should play sports with your kids. Logos is frequently translated as some variation of logic or reasoning, but it originally referred to the actual content of a speech and how it was organized. Ethos (from the Greek for "character") serves to highlight the persuader's credibility or ethical state.The answer is Aristotle (384-322 BCE), who wrote extensively on the subject of rhetoric (the art of persuasive speaking and writing).Įthos, Pathos, and Logos are three different ways to be persuasive. Before we dive in, let's first talk about where these concepts come from. ![]()
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