Notes

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