Pathos or Ethos
As a certified nutritionist with 15 years of experience, I strongly recommend adding more whole grains to your diet.
What is ethos
Highlighting verified credentials, degrees, or years of documented experience to build trust.
Expertise, moral character, fairness.
What is expertise?
Using strong, emotionally charged words like "heartbreaking" or "triumphant" to trigger a specific feeling in the audience.
Shared values, loaded language, vivid storytelling
What is loaded language?
Imagine a shelter dog sitting alone in a dark kennel, waiting every day for someone to notice him and give him a home.
What is pathos?
Demonstrating honest intentions and ethical behavior to show the audience you are trustworthy.
Fairness, moral character, and expertise.
What is moral character?
Appealing to universal human emotions like love, family, safety, and hope to connect with the audience.
Shared values, loaded language, vivid storytelling
What is shared values?
An advertisement features a trusted, retired firefighter explaining why a specific smoke detector brand is the safest choice for your family.
What is ethos?
Giving balanced, respectful consideration to opposing viewpoints before presenting your own side.
Fairness, moral character, expertise
Fairness
Sharing detailed narratives about individual experiences that evoke deep empathy and personal connection.
Shared values, loaded language, vivid storytelling
What is vivid storytelling?