Title Page
Our Evolving Definition
FEAR Appeal
Artistic Proof
Persuasive Appeals
The Media Effect
A Picture Persuades a Thousand Ways
Pathos of Persuasion

Artistic Proof

Aristotle’s three types of artistic proof to persuade audiences (Borchers, 2005):

1. Ethos – a persuader's credibility

Example: Who is a credible spokesperson? Audiences look to different sources over time

2. Logos – a persuader’s use of logical reasoning

Example: Dove Evolution Ad shows us how beauty is created

3. Pathos – a persuader’s appeal to the audience’s emotions

Example: Thai life insurance ad works to have the audience feel pity