ETHOS, pathos, & Logos
P.E.T.A Anti Meat Advertisement
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Ethos: Ethos is an image that is held by the viewer based on what they see in front of them or by what they already know of the advertiser. This image or reputation of the speaker, in this case advertiser, is called Ethos. This ad works to establish a good reputation with the viewer by putting the P.E.T.A logo in the corner. Subsequently, the advertisement takes on the already well-known reputation of the organization. The viewers are then persuaded to feel one way or another towards the ad based on the previous conclusions they have made about P.E.T.A.
Pathos: Pathos is the viewer’s emotional response to an advertisement. By promoting the use of emotional expression in order to draw feelings from the viewer, Pathos uses emotions to persuade them one way or another. This ad is set up as a metaphor. "Aristotle emphasized the importance of metaphors in conveying new ideas and facts through images of the familiar" (Larson, 2012, p. 77). You already know that smoking is bad for you, and obviously terrible for a baby. By using that common knowledge and shocking the viewers with the image of a baby smoking a cigarette, this ad is able to create a metaphor. Ergo, eating meat can be just as bad for you and your family as smoking is. This creates in the viewer a strong emotional response towards meat that parallels the one they have towards a baby smoking.
Logos: "Logos appeals to the intellect, or to the rational sides of humans" (Larson, 2012, p. 78). This ad targets your intellect by claiming, “Like smoking, eating meat increases the risk of heart disease and cancer.” Because everyone knows smoking can cause these health problems, the advertisers want the viewer to use their intellect and realize that meat must be bad for you if it can have similar effects. Consequently, the viewer chooses to stop eating meat in order to remain healthy. The P.E.T.A logo in the corner also suggest a place where a viewer can go to get more information about being vegan and if it is the right choice for them and their families.