Ethos is when an argument is constructed based on the ethics or credibility of the person making the argument. Ethos is in contrast to pathos (appealing to emotions) and logos (appealing to logic or reason).
Examples of Ethos:
A commercial about a specific brand of toothpaste says that 4 out of 5 dentists use it.
Pathos:
Advertisers use the emotions of fear, disgust, and hope to trigger reactions in the audience.
Consider these examples of pathos:
It's also very easy to see examples of pathos in famous political speeches.
If we don't move soon, we're all going to die!
"I'm not just invested in this community - I love every building, every business, every hard-working member of this town."
Logos:
Logos is the persuasive technique that aims to convince an audience by using logic and reason. Also called “the logical appeal,” logos examples in advertisement include the citation of statistics, facts, data, charts, and graphs.
