Ethos, pathos, logos

Ethos, pathos, and logos are commonly cited as being strong methods to increase the effectiveness of an advertising campaign.

But what exactly are ethos, pathos, and logos, and how can you use them in advertising?

Today, I will explain what these three terms mean and show you real examples of how advertisers have used them in successful ad campaigns.

What Is Ethos, Pathos, and Logos?

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Before I show you examples of how ethos, pathos, and logos are used in advertising, it’s important to understand what these three terms mean.

What Is Ethos?

Photo by Rene Asmussen/Pexels

Ethos is a Greek work that translates to moral character (or just character).

In writing, it refers to a method of persuasion in which you appeal to the reader’s moral character and ethics to boost yourself as an authority and demonstrate your trustworthiness.

In addition to writing, ethos is critical for public speaking when you want to persuade the audience.

Public speakers are well aware of the power of appealing to th

funny ads that use ethos pathos and logos

how do commercials use ethos pathos and logos