Your sales pitch is ineffective and your content is not persuasive. In other words, your customer is not impressed. Your offering, however, is groundbreaking. Everyone who sees your solution is wowed by your creativity, your innovation, and your value.

So how do you get your foot in the door? The answer is simple: ethos, pathos & logos. Ethos, pathos & logos are essential elements of persuasion. From television ads to public speeches, understanding how these elements work can help you be a more effective communicator.

But why are ethos, pathos & logos vital for your business? As a business owner, communication is paramount to your business’s success. In fact, effective communication is often what separates successful businesses from unsuccessful ones. Regardless of your profession, understanding how to use these elements can make you a more persuasive communicator.

The fact is, humans are complicated creatures, and we don’t always respond to advertising in the ways that marketers expect. From weak arguments to emotional manipulation, there are several ways that persuasive ads can fail. Fortunately, understanding how to use ethos, pathos & logos effectively in your advertising can help you avoid many common mistakes.

Role of Rhetoric in Advertising

As defined by the ancient Greek philosopher Aristotle, rhetoric is the art of persuading an audience through effective communication. From politicians and lawyers to advertisers and educators, rhetoric is a critical tool for anyone who wants to influence others. And while it can be used for good or evil, the power of rhetoric should not be underestimated.

Divided into three main branches (ethos, patho & logos), rhetoric can be used in various ways to persuade an audience. To be successful, however, rhetoric must consider the audience, the speaker, and the purpose of the communication. Using ethos, pathos & logos, rhetoric is used to appeal to the consumer’s sense of credibility, emotions or logic.

Unfortunately, rhetoric is not always used for good. In fact, it can be used to manipulate an audience and achieve selfish goals. Thus, it’s important to be aware of the different ways rhetoric can be used, and to use it responsibly.

The Rhetorical Triangle

The rhetorical triangle is a three-sided figure that represents the relationship between the speaker, the audience and the message. The triangle is a valuable tool for understanding and analyzing the different elements of a conversation.

For example, if you’re presenting to your client, they’re the audience, you’re the speaker, and your presentation is the message. The rhetorical triangle can help you analyze the different elements of your communication and understand how they interact with each other. It can also help you understand how to create an effective communication strategy. Using ethos, pathos & logos, the speaker can effectively communicate with their audience with credibility, emotional and logical appeal.

But it’s not just about using these elements in isolation. The speaker needs to use them in a way that is appropriate for the situation and the audience. So how do these three categories in persuasive advertising work?

The 3 Musketeers Of Persuasive Ads

Each of these rhetorical strategies has the potential to be effective in its own right. When they are combined, however, the results are far more powerful. Used for business content or sales pitches, ethos, pathos & logos make the difference between boring and engaging content.

To create the most effective content possible, here’s a quick overview of how each element works:


Ethos, the appeal to ethics, is a way of convincing someone of the reliability of the person making the argument. In other words, ethos is all about convincing your audience that you’re someone worth listening to. If you can establish yourself as an expert on the topic or as someone with a reputation for being trustworthy, your audience is more likely to be receptive to your argument.

Many advertisers do this through celebrity endorsements. If you’re not a celebrity, however, there are many other ways to establish ethos. One is to point out your credentials or qualifications. Let your audience know if you’re an expert on the topic or have done extensive research. This will help to build trust and credibility.

Another way to establish ethos is through your tone and delivery. If you come across as confident and sincere, your audience is more likely to trust what you have to say.

Finally, you can also try to establish common ground with your audience. If you can find a way to connect with them on a personal level, they’ll be more likely to trust your argument.

Establishing ethos is an integral part of any argument. By taking the time to build trust and credibility with your audience, you’ll be more likely to win consumers.


Pathos, the second mode of persuasion, appeals to your audience’s emotions. This is often done using stories or examples that evoke an emotional response.

For example, if you’re trying to convince a consumer to purchase your product or service, you might tell them a story. This story can be about how it helped someone in a similar situation. Furthermore, you can also use pathos to create a sense of urgency or excitement about your argument. This is done by appealing to the audience’s desire for change or their fear of missing out on something great.

When used effectively, pathos can be a powerful tool for persuasion. However, it’s essential to use this mode of persuasion sparingly and only when appropriate for the situation. Otherwise, you run the risk of coming across as manipulative or insincere.

By effectively implementing pathos into your argument, you can more effectively connect with your audience and persuade them to see things from your perspective.


Logos, the final mode of persuasion, appeals to the audience’s sense of logic and reason. This could involve using data, statistics, or other evidence to support your claims.

According to Aristotle, logos is often thought of as the most objective and practical mode of persuasion. This is because it relies on facts and evidence to make its case.

When used effectively, logos is a powerful tool for convincing your audience that your argument is valid and worth considering. If you’re trying to convince your audience of something using logos, it’s important to ensure that your evidence is strong.

You’ll also want to be careful not to over-rely on logos, as this can make your argument seem impersonal. Using logos alongside another mode of persuasion, such as pathos or ethos, can help create a more well-rounded argument.

When used effectively, logos can be a powerful tool for convincing your audience that your argument is worth considering.

From getting to know your customer to crafting powerful arguments, a lot goes into generating persuasive content. By implementing all three rhetorical devices into your argument, you can create a well-rounded and persuasive case.

However, this can be a timely and challenging task for business owners. At Wizard of Ads®, we have the knowledge and experience to craft powerful and compelling content to grow and scale your business.

To learn more about how we can help you close more deals and grow your business, book a call with us today.