IXL | Identify appeals to ethos, pathos, and logos in advertisements

Which is the main persuasive appeal used in this ad?

The advertisement shows an open tin of sardines. The text says, "Contains more iron per ounce than spinach! Sardines: the smarter snack."

ethos (character)

logos (reason)

pathos (emotion)

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Learn with an example

question

Which is the main persuasive appeal used in this ad?

The advertisement shows equipment in a hospital room. The text says, "PlusMax Batteries: used by leading hospitals."

ethos (character)

logos (reason)

pathos (emotion)

key idea

The purpose of an advertisement is to persuade people to do something. To accomplish this purpose, advertisements use three types of persuasive strategies, or appeals:

Appeals to ethos, or character, show that the writer or speaker is trustworthy or is an authority on a subject. An ad that appeals to ethos might do one of the following:

say that a brand has been trusted for many years
note that a brand is recommended by a respected organization or celebrity
include a quote from a "real person" who shares the audience's values

Appeals to logos, or reason, use logic and specific evidence. An ad that appeals to logos might do one of the following:

use graphs or charts to display information
mention the results of scientific studies
explain the science behind a product or service

Appeals to pathos, or emotion, use feelings rather than facts to persuade the audience. An ad that appeals to pathos might do one of the following:

trigger a fear, such as the fear of embarrassment
appeal to a desire, such as the desire to appear attractive
link the product to a positive feeling, such as adventure, love, or luxury

solution

The ad appeals to ethos, or character. It notes that the brand is trusted by hospitals.

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