Understanding Persuasion: Ethos, Pathos, and Logos

• ELA
• Secondary Education
• Age 12,13

Understanding Persuasion: Ethos, Pathos, and Logos

Understanding Persuasion: Ethos, Pathos, and Logos

Understanding Persuasion: Ethos, Pathos, and Logos

What does it mean to PERSUADE someone?

What is persuasion?

The art of convincing someone to:

• Believe in an idea
• Take a specific action
• Change their point of view

Used everywhere around us:

• Advertisements
• Political speeches
• Opinion writing
• Social media

What is the definition of persuade?

1. To force someone to agree.
2. To convince someone to believe or do something.
3. To give information without expecting change.
4. To trick someone into believing a lie.

Three powerful persuasive tools:

• Ethos - showing you can be trusted
• Pathos - connecting with emotions
• Logos - using facts and logic

Good persuasion often uses all three!

00:58

What are the three persuasive techniques?

1. Facts, Opinions, and Arguments
2. Logic, Emotion, and Credibility
3. Persuasion, Influence, and Rhetoric
4. Logos, Pathos, and Ethos

01:36

What does Ethos refer to in persuasive writing?

1. The use of emotions to persuade an audience
2. The credibility and trustworthiness of the speaker or writer
3. The use of logic and reasoning to support an argument
4. The appeal to the audience’s sense of humour

02:15

Which of the following best describes Pathos?

1. Appealing to an audience’s emotions to create a response
2. Using statistics and logical reasoning to support an argument
3. Establishing credibility through expertise and trustworthiness
4. Convincing an audience by using only factual evidence

02:45

How does Logos strengthen an argument?

1. By appealing to the audience’s emotions and feelings
2. By relying on the speaker’s personal experiences
3. By using logical reasoning, facts, and evidence
4. By persuading through storytelling and anecdotes

Match the definition to the right persuasive technique.

Ethos

Pathos

Logos

Building Trust: Shows why the speaker should be believed.

Touching Hearts: Appeals to feelings and emotions.

Using Logic: Based on facts, numbers, and reasoning.

Ethos: Building Trust

Examples:

• "As a doctor with 15 years of experience..."
• "Our company has won multiple awards..."
• "I've personally tested this product..."

Creates credibility with the audience

Create your own Ethos argument on this topic: Longer Recess Times

Pathos: Touching Hearts

Examples:

• "Imagine a world without pollution..."
• "Think about future generations..."
• "Don't let this opportunity slip away..."

Makes the audience care about the message

• 
  

Creates credibility with the audience

Create your own Pathos argument on
this topic: Later School Start Times

Logos: Using Logic

Examples:

• "9 out of 10 students improved their grades..."
• "Studies show that exercise reduces stress by 70%..."
• "This method saves 3 hours per week..."

Convinces through evidence.

Create your own Logos argument on
this topic: Video Game Breaks During School

Why You Should Adopt a Rescue Pet

Practice Text: Drag & Drop the proper techniques. 

Every year, millions of animals end up in shelters, waiting for a loving home. 

By adopting, you’re making a compassionate choice that benefits both animals and society.

Imagine the joy of giving a dog or cat a second chance—your new best friend could be waiting for you right now! 

Studies show that adopting from shelters helps reduce overpopulation and supports ethical treatment of animals. In fact, according to the ASPCA, nearly 6.3 million pets enter shelters each year.

Many veterinarians and animal experts recommend adoption over buying from breeders because it promotes responsible pet ownership.

Pathos

Logos

Ethos

Why You Should Start Playing Strategy Games

Practice Text: Drag & Drop the proper techniques. 

Want to level up your brain while having a blast? Strategy games like Fortnite, chess, or even RPGs aren’t just fun—they’re actually super good for you! 

magine getting better at planning, making faster decisions, and thinking outside the box—all while having a ton of fun with friends!

Research shows that players who regularly play strategy games develop stronger critical thinking skills and better decision-making abilities.

Top gamers and experts agree that these games help improve your problem-solving skills, boost creativity, and even increase focus.

Pathos

Logos

Ethos

Real-World Examples:

Common places to find persuasion:

• TV commercials
• Movie trailers
• Food packaging
• Social media posts

Campaign speeches

Product reviews

Thank You, Mom – P&G

Pathos

P&G partnered with Wieden + Kennedy to produce the Olympics’ ad series, Thank You, Mom. And the campaign pays tribute to mothers all around the globe.

It relies on the emotions of love and happiness to showcase the dynamics of a parent-child relationship.

Thank you, Mom - P&G

02:00

What persuasive technique was used in this commercial?

1. Pathos
2. Logos
3. Ethos
4. None were used

Did you find this add persuasive? Why?

Did you find this add persuasive? Why?

Thank You, Mom – P&G

Logos

Billy Mays pitches OxiClean’s multipurpose stain remover by cleaning different products to exhibit its quality and practicality.

He became a household name during the 90s for infomercials, and it was reported that he and his business partner generated over $1 billion in sales.

Versatile Stain Remover – OxiClean

00:59

What persuasive technique was used in this commercial?

1. Logos
2. Pathos
3. Ethos
4. None were used

Did you find this add persuasive? Why?

A Mission for Our Oceans – Adidas x Parley

Ethos

Adidas collaborated with Parley and ultramarathon runner Timothy Olson to bring awareness to how plastic waste is impacting oceans, ecosystems, and coastal communities

This ad is a promo for the series that shows how Adidas is reusing plastic waste to create new shoes for athletes to bring credibility to their new cause.

To date, the German sportswear giant has recruited over eight million runners and has raised over $2.5 million in funds for Parley’s initiatives.

 

02:25

What persuasive technique was used in this commercial?

1. Logos
2. Pathos
3. Ethos
4. None were used

01:01

What persuasive technique was used in this commercial?

1. Logos
2. Pathos
3. Ethos
4. None were used

Did you find this add persuasive? Why?

Friends Furever – Android

Pathos

Friends Furever was created by Droga5 for Android.

When strangers become friends, especially the furry ones, it may catch you by surprise. It can also melt your heart with delight.

Showing unlikely friendships among animals worked really well for Android. It became the most-watched ad when it aired.

00:31

What persuasive technique was used in this commercial?

1. Logos
2. Pathos
3. Ethos
4. None were used

Did you find this add persuasive? Why?

The Man Your Man Could Smell Like – Old Spice

Pathos and Logos

Old Spice teamed up with Wieden+Kennedy to produce this commercial.

Sometimes, showing off the attributes of your products using humor and drama is memorable for the audience.

Theatrics, acting, and script, if done well, can work wonders for your advertisement.

This ad nailed it and bagged a Primetime Emmy Award. It’s also been parodied in many films and series.

The Man Your Man Could Smell Like – Old Spice

Use all three!

Good persuasion often combines all three techniques for a more compelling argument.

Good persuasion often combines all three techniques for a more compelling argument.

Using all three!

What would you
choose to write about?

What technique would you use?

Pathos

Ethos

Logos

All

Your Turn to Persuade

Your Turn to Persuade

Good topics for practice:

• Later school start
• Longer recess times
• Healthy lunch options
• After-school clubs
• Homework policies

Remember to:

• Choose a topic you care about
• Use all three appeals
• Support your claims
• Think about your audience
• Be honest and clear
• Use strong examples

WeWillWrite.com

WeWillWrite.com

Persuasive Writing Set