Question

How does googles ads use pathos to persuade their audience to use their search engine

Answer 1

Greek lesson time! (Well, not really. The words are so commonly used it might as well be considered English now.) Anyway, let’s examine what each of these terms means. Aristotle referred to orators when he spoke about persuasion, so let’s assume that there is some random anonymous speaker anxiously standing nearby who I will refer to.

Ethos pertains to the credibility of the speaker.

Pathos refers to the emotional appeal of the speaker.

Logos concerns the logic of the speaker.

But how does web design relate to all of this? Well, a website, much like our random, anxious, anonymous, and non-existent orator, is a communication vessel. Now let’s look at ethos, pathos, and logos again and translate them into web design speak.