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Answer: Ethos, pathos and logos are techniques of persuasion that form the rhetorical triangle. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies. We’ll show you how to employ each of the techniques and present some awesome examples along the way.
Explanation: Each category invokes a different appeal between speaker and audience.
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.
Good persuasive advertising technique is when you balance all three.
But using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently.
ETHOS DEFINITION
What is ethos?
Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand.
Ethos examples aim to convince the audience that the advertiser is reliable and ethical. It’s easier to make a decision when someone you respect signs off on it, right?
This is broadly the function of ethos in commercials.
When an esteemed public figure endorses a product, it validates it to the end consumer.
An ethos advertisement plays off the consumer’s respect for a given spokesperson.
Through that 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.
USE OF ETHOS IN ADVERTISING
How is ethos used in advertising?
So what does ethos mean?
It’s all about credibility. Famous people enjoy a high status in our society. So they’re the ones selling products to us -- whether or not they have product-specific expertise.
Persuasive Advertising Techniques - Ethos Pathos Logos - Ethos techniques in Advertising - StudioBinder
Example of ethos in advertising: Jennifer Aniston in a campaign for Glaceau Smart Water
For example, a recent Infiniti commercial featured Steph Curry. Even though he’s not known for his taste in vehicles, his stature validates the product.
This is ethos in commercials at work.
