Aristotle's Appeals Defined

Logos

Persuading the audience using logic and reasoning

This method of persuasion usually involves facts or figures, statistical pieces of information to explain why the product or service is a good choice. "9 out of 10 doctors agree" is a good  statement of logos to persuade buyers towards a product.

Ethos

Persuading the audience using ethical and credible sources

The best use of ethos is when a company uses a popular figure from media to endorse their product. The fact that Pepsi puts Sofia Vergara on the front of their ads makes people want to buy Pepsi, because she's well known and well liked actress.

Pathos

Persuading the audience using emotional appeals

Pathos uses emotional triggers to convince an audience to buy the product. A positive commercial evokes  feelings of confidence and satisfaction with the brand/product, encouraging the use of said product. 

Ford Falcon 1962 - Print Ad

  

Purpose: The advertisement states that the new Ford Falcon '62 is a big deal, big enough that it should be "carved onto the face of Mount Rushmore"!

Claim: The Falcon has the best fuel economy and should be purchased.

Speaker: The speaker in this advertisement are characters from the comic Peanuts.

Logos: Ford Falcon '62 "holds the record for highest gas mileage for a 6 or 8 in the 26-year history of the run" and now gets "30.5 miles per gallon". This appeals to those that wish to save money on gas, showing the audience the benefits of buying the car.

Ethos: Peanuts is an extremely popular and well known comic, trusted throughout generations. The fact that they are endorsing the Ford Falcon '62 shows that they put their trust in Ford, allowing customers to do the same with a calm conscience.

Pathos: Lucy - a character from the popular comic Peanuts - rants and rages about the big news, and how underrated it seems. She and Charlie Brown interact in a comical way that engages the audience and explains the pros of the Ford Falcon.

Pedigree Dog Food Advertisements

Purpose: The company Pedigree wants to sell its dog food and products to pet owners, along with raising the amount of adoptions.

Claim: The video ad claims that the right food and living conditions change the temperament of a dog. The picture ad claims that their bones keep dogs healthy.

Speaker: Video - Pedigree Spokesperson / Picture - Bulldog

Pathos: The video ad has a strong use of Pathos because it makes you feel for the dog's life and all the things it must deal with in order to survive. From the mean owner to the horrid living environment, the dog has a rough life and it really tugs on the heart strings of the audience. Our paper ad just makes the audience smile because the dog on the front is very cute and happy.

Ethos: Credibility in the video comes from the animal shelter where the dog is taken to for help. They say that Pedigree brand dog food is "Good food" that makes the dog healthy. An animal shelter would be a very solid source of information because they deal with lots of animals and would have some expertise as to what works best for the animals. The poster makes reference to other dogs "around the fire hydrant" and what they're saying about how calcium is good for their health.

Logos: The logic presented on the poster says that calcium is good for bone health so the bones made by Pedigree are good for dogs. While the video is explaining what makes a bad dog it is actually using logos. The reasons behind what they say, "bad home" "bad bed", make sense and are actually bad for animals. Lending support to their product because after having Pedigree food the dog gets healthier.

AT&T

Purpose: The main purpose of this ad is to make consumers want to buy AT&T's services.

Claim: "It's not complicated", "Now is Better" The ad claims that the obvious choice for a phone service provider is AT&T.

Speaker: There is an AT&T spokesperson at the end of the ad that explains the actual product and why you should buy it.

Pathos: AT&T's use of cute little school kids makes the audience laugh and enjoy their commercials, thus giving AT&T a good image in the consumer's mind.

Logos: "AT&T is now the nation's Fastest and Most Reliable 4G LTE network." The speaker explains that because it is the best service, you should purchase AT&T's product instead of any other.

Ethos: The ad explains the simplicity in which choosing AT&T is the best idea. Its argument is that even kids understand that "Now is better" and their service provides the fastest internet speeds, thereby making AT&T the obvious choice.

Apple iPhone 4s - Print Ad

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Purpose: Apple's purpose for this advertisement is to sell the iPhone 4S to their audience

Claim: The iPhone 4S includes over 200 new features. It now has "everything", as the ad claims.

Speaker: Apple.

Logos: The iPhone 4S claims to have over 200 new features, appealing to Apple's original audience and calling the attention of others as well.

Pathos: Clearly depicted on the screen of the iPhone 4S is a picture of an adorable puppy. The puppy calls the attention of people and makes them pause and review the ad.

Ethos: Apple is one of the most popular and well known brands in the world, and they're claiming that their new product "has everything" that their audience is looking for. The fact that Apple is putting their own credibility on the line for this product gives the iPhone 4S its own credibility.

GEICO

Purpose: To sell car insurance to the general public

Claim: People who purchase Geico Car Insurance are as happy as the Pillsbury Dough boy on his way to a baking convention.

Speaker: Banjo and Guitar-playing Geico spokespersons

Pathos: This ad makes use of an adorable character who giggles and sings along to the tune in order to make the audience laugh along and associate the product with happiness. 

Ethos: The Pillsbury Dough boy is a very well known and trusted advertising figure that because it is endorsing the Geico company it gives the car insurance some credibility. Pillsbury wouldn't place their name or character in the commercial if they didn't trust the Geico brand themselves. 

Logos: The logical argument made here is that when you purchase Geico's insurance you will become very happy, as happy as "the Pillsbury Dough boy on his way to a baking convention." This is just a descriptive simile to describe the piece of mind you'll have with good insurance on your car.