Pathos: an appeal to emotion. An advertisement using pathos will attempt to evoke an emotional response in the consumer. ... Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money. Logos: an appeal to logic or reason.
Ethos: is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand. Ethos examples aim to convince the audience that the advertiser is reliable and ethical.
Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, charts, and graphs.
