What are the characteristics of

an effective advertisement?
METHODS OF PERSUASION:
ETHOS, PATHOS, LOGOS
Ethos
- an appeal to ethics
- an author would use ethos to show to his audience that he is
a credible source and is worth listening to
- can be developed by choosing language that is
appropriate for the audience and topic
- making yourself sound fair or unbiased, introducing
your expertise, accomplishments or pedigree, and by
using correct grammar and syntax
Ethos
As a dentist I see this problem a lot, I recommend using a sensitive
toothpaste.

If my age doesn't convince you that I know what I'm talking about, at
least consider that I am your grandfather and I only want the best for you.

He is a forensics and ballistics expert for the federal government - if

anyone's qualified to determine the murder weapon, it's him.
Pathos
- an appeal using emotions
- to invoke sympathy from an audience; to make the
audience feel what the author wants them to feel
- to draw pity from an audience
- to inspire anger from an audience
- to prompt action
- can be developed by using meaningful language,
emotional tone, emotion evoking examples, stories of
emotional events, and implied meanings
Pathos
If you decide not to come to the wedding, it would break your
grandmother’s heart.

You will never be satisfied in life if you don't seize this opportunity. Do
you want to live the rest of your years yearning to know what would have
happened if you just jumped when you had the chance?

You'll make the right decision because you have something that not many
people do: you have heart.
Logos
- an appeal to logic
- convince an audience by use of logic or reason
- cite facts and statistics, historical and literal analogies, and
citing certain authorities on a subject
Logos
More than one hundred peer-reviewed studies have been conducted over
the past decade, and none of them suggests that this is an effective
treatment for skin disease.

People who eat chocolate are 72% happier than those who don’t.

The data is perfectly clear: this investment has consistently turned a profit
year-over-year, even in spite of market declines in other areas.
Remember
Drill: Ethos, Pathos, or Logos
1. Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of
an alibi, a clear motive, and an expressed desire to commit the robbery.
2. As a doctor, I am qualified to tell you that this course of treatment will likely
generate the best results.
3. Based on the dozens of archaeological expeditions I've made all over the world,
I am confident that those potsherds are Mesopotamian in origin.
4. If we don’t adopt the puppy, he may never find a home!
5. He knows his dinosaur fossils; he has been a leading paleontology researcher
for 20 years.
Activity
- Collect an advertisement that you think is particularly effective. You may get
from online advertisement, radio advertisement, and television advertisement,
with a total of three advertisements. Discuss why you think the advertisement is
persuasive and effective, break down the advertisement using the following
format.

Advertisement 1:

Claim (What is the advertisement trying to say?):

Methods of Persuasion (How does it utilize the 3 methods of persuasion?):
Evidence (What does it present as proof to show that the claim is true?):
What makes the advertisement effective?:
SEATWORK
•1. What is a report? What is its function?
•2. Describe an effective report based on its principles.
•3. How important are observations in a report?
Cite some ways by which these observations can be
done.