But consider it in conjunction with pathos and logos. When we define ethos, we do so in the context of Aristotle’s rhetorical triangle, which also includes pathos and logos.Įthos in and of itself gives power to your productions. What is ethos? It’s the ethics and credibility of a spokesperson or brand. Now you’ve got a solid grasp of the ethos meaning in advertising and video production. Ethos ads can be effective as long as viewers trust and respect the personalities on screen. They took the budget they had, made the ethos definition work for them, and ran with it.Īs these ethical appeal examples show, goodwill and credibility don’t have to come from movie stars and sports legends. The makers of the above ethos commercial knew exactly what they were doing. We’ll specifically look at the ethos appeal in advertising. Now that you’ve got an overview, let’s zero in on ethos. The top mode of persuasion is up for grabs.Ĭheck out this video for a rundown of all three techniques.
In the modern day, let’s be honest here, logic has leveled off. Logos appeals to logic and reason by using statistics, facts, and figures. It can be a negative, as in, “Ouch, my headache, please make it go away.” And how about guilt? “Send money or this kid will starve.” This can be a positive, such the joy you would feel if you bought, say, a new Buick. Pathos aims to convince viewers by evoking an emotional response.
This usually means a respected authority figure or celebrity giving a product or brand a testimonial or endorsement. A compelling argument, sales pitch, speech, or commercial ideally uses elements of all three strategies.Įthos is used as a means of convincing an audience by offering reliability, honesty, and credibility.
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