Advertisement Analysis Reading 3

Be sure to always use in your writing (and evaluate in other arguments) ethos, pathos, and logos:

Ethos deals primarily with credibility. 

You will want to examine reputation, authority, and/or expertise.  These factors as well as the argument being made will either improve or detract from the writer’s credibility. 

Logos is concerned with the logic of the writer’s argument (whether a visual argument or a text argument). 

In considering the use of logos, you will analyze issues such as the quality and quantity of supporting evidence.  You may also want to consider any bias that the writer might have toward the subject and the effect of that bias upon the argument being presented. 

1.    Is the writer’s reasoning sound?

2.    Do you identify any logical fallacies?

In short, you will want to address any weaknesses and/or strengths in the logic of the argument. This is usually easy to do with advertisements.

Pathos deals with emotion.  

You should identify any attempts on the part of the writer to evoke emotion from the audience.  Additionally, you will want to consider whether appealing to emotion is an effective strategy for the argument being discussed.