Florida Virtual School Electronic Devices Used in Ad & Logos Worksheet

Analyze the effectiveness of advertisements based on the techniques used.

               Complete the chart below by conducting an Internet search to locate advertisements.                Use complete sentences for each of your responses.

               The advertisements you choose may be written as documents, websites, video ads or                audio/radio ads. Be sure to provide an Internet link to each of the advertisements                you find.

                   Advertisement Chart                  How does the ad use logos? How does the ad use pathos? How does the ad use ethos? Does the ad seem effective to you?                                 
                               Explain your reasoning.                             Your favorite                             
                           electronic device                         Internet link to the advertisement                              A vehicle you would                             
                           like to own someday                         Internet link to the advertisement                              A food or beverage                             
                           that seems healthy                         Internet link to the advertisement                              An amusement park or vacation destination you would like to visit                         Internet link to the advertisement  

LESSON

When you read advertisements, you are exposed to persuasive writing. In this lesson, you will learn about strategies in advertising involving the use of pathos, logos, and ethos. Then you will analyze the effectiveness of advertisements based on the techniques used.

OBJECTIVES

After completing this lesson, you will be able to consider the effectiveness of the structure an author uses in his or her exposition, including how well the author makes points clear, convincing, and engaging.

You have probably realized at some point in your life that people spend much of their time engaged in arguments of some kind. Whether arguing with parents and siblings or engaging in an academic debate in class, arguing is likely to be a regular part of your everyday lifestyle. Rather than resorting to screaming or shouting, you are more likely to get positive results from your arguments if you intentionally use rhetoric to your advantage. To do this, be sure to use the devices of pathos, ethos, and logos as you communicate with others.

Pathos

Emotional appeal; typically positive

Burger King Print Ad

Examples

• “These shoes will make your feet happier!”
• “Look how thrilling it would be to drive THIS car!”
• “Eating our burgers will make you happy.”
• “Think of how safe you will feel buying insurance from us!”
• Emotional Appeal
• Positive Images or Feelings
• Negative Images or Feelings

Ethos

Establish credibility for the product

Got Milk Print Ad

Examples

• Celebrity-endorsed products
• “Serving Burgers Since 1922”
• “9 out of 10 Dentists Recommend…”
• Establish Credibility
• Professional or Expert Opinions
• Celebrity Endorsements

Logos

Useful product information

Polariod Camera Print Ad

Examples

• What does it do?
• How does it work?
• What do you do with it?
• Useful Information
• Benefits of Use
• Logical and Straightforward