The daughter is about to drive past some scary construction, but then the father uses his sage like wisdom to instruct her to turn on the 'ProPilot' system that Nissan now features in their cars. This Nissan commercial shows a daughter and father driving on a highway. So they’re the ones selling products to us - whether or not they have product-specific expertise. Famous people enjoy a high status in our society. USE OF ETHOS IN ADVERTISING How is ethos used in advertising? Of the types of persuasive techniques in advertising, ethos is best used to unlock trust. Through that respect, the spokesperson appears convincing, authoritative and trustworthy enough to listen to. When an esteemed public figure endorses a product, it validates it to the end consumer.Īn ethos advertisement plays off the consumer’s respect for a given spokesperson. This is broadly the function of ethos in commercials. It’s easier to make a decision when someone you respect signs off on it, right? Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand.Įthos examples aim to convince the audience that the advertiser is reliable and ethical. ETHOS DEFINITION What is ethos?Įthos is the persuasive technique that appeals to an audience by highlighting credibility. Good persuasive advertising technique is when you balance all three.īut using ethos, pathos and logos in commercials sometimes means featuring one advertising technique prominently. Finally, logos puts logic into play by using evidence and facts.

Each category invokes a different appeal between speaker and audience.Įthos calls upon the ethics, or what we'd call the values, of the speaker.

Ethos pathos logos definition