Ethos, Logos & Pathos

Rhetorical Analysis is the way that someone analyzes a source such as a document or picture in different ways. Different techniques are utilized to make the document or picture or even an ad more effective and appealing to the audience. Some of the tools that make it more effective are the use of ethos, logos and pathos.

ETHOS

Ethos is the credibility of a source or of an author; the authority that they have.
Some examples are demonstrated in the following ads:

This ad is a great example of ethos because it is using the dentist to make the ad more reliable. Using the testimony of the dentist to prove that the Colgate toothbrush is the best one makes the audience trust the brand. Using the dentist to say that Colgate is the number one brand recommended builds trust between the audience and the brad since it has been recommended by a respectable person.

 This ad also uses ethos to make their purpose more effective because  it is using expert testimony to make it believable. The use of expert testimony make the audience believe that it really work and including the name of the company, Subway, makes the source credible.

LOGOS

Logos is logic and persuading by using claims such as facts and statistics.

Here are some examples:

This ad uses logos successfully because it lists all the consequences that smoking can cause. The ad wants to prevent people from smoking since it is stating the negative effects of smoking. The use of logos is clearly noticed because the ad  list logical facts by bullet point such as the bullets that a gun has which makes a clear comparison that proves that this is a logos appeal.

This ad uses logos to appeal to its audience because it is using logical facts to support its purpose. The fact that bicycles do not have bumpers is realistic and it makes the audience realize that bicyclists are in great danger. 

PATHOS

Pathos is persuading trough the use of emotions 
Here are some examples:

This ad is a perfect example of the use of pathos. The first thing that catches the eye, is the little boys tears and the fear in his eyes. This make the ad emotional since it is showing a little boy that is suffering which can make the audience feel sympathy for the boy. The hand that is choking the boy symbolizes all the hurtful words that has been said to him and that it is effecting him negatively. This also creates a sad feeling and it is clear that the ad uses ethos to appeal to its audience.

The use of pathos in this ad is present by the emotion in the baby's face. The ad makes the audience feel sorrow for the baby and its encouraging them to take action as soon as possible because it is saying that the baby can die before you can get to work. The use of emotional appeal is utilized to convince the audience.

Sources:

https://matthewlaverdure.files.wordpress.com/2014/10/colgate.jpg

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAJXD2YrYYQuPKuafPZHEp04HLlx6EAyOT9S3NcKTFKLBTIkRZk7rrp_nj4bnapYKkR119QysCSGl8qbOwyouRzrktsNjClxlOOAIQ4ngoIJibTVL1bQ7UGae26R5ZCwPNTAeSa6xqBa0/s1600/subway-diet-002.jpg

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiypi1Z9i70hOkHYTJZ5h5dTYnchRnq2Tkz51ACB_Enr8dON_LvkMLeVdvxJMvQedw4CaCb0uB-_QZoi6Yav9fEys3A9kcQ-7PhuIKi8QthY9HGkClbOjgmrtAAJNMgVtg06Xx7BqKbQoY/s400/Anti_Smoking_Ads_43.jpg

http://adsoftheworld.com/sites/default/files/styles/media/public/smart-0605_cc_digital_giveroom_biker_300_aotw.jpg?itok=zd3m_CTC

https://38.media.tumblr.com/e5719349616e96bedc850f0578b99f8a/tumblr_inline_n5jslzZUdb1sbdw3g.jpg

http://adsoftheworld.com/sites/default/files/styles/media_retina/public/images/JPA1.jpg