How to Make Persuasive Commercials with Logos (2023)

Want to get in your audience’s head? Whether you’re making a video, selling a product, or giving a speech, you need to know how to win over the crowd with common sense — to make them think. And one of the most successful ways to achieve this is with something Aristotle called “logos.”

Sounds like a good plan, but how? We’ll give you a logos definition, loads of logos examples, and a solid grasp of heavy concepts. Get ready to produce more compelling content that will convince any audience to do your bidding.

Logos Appeal

Get familiar with logos rhetoric

Clearly and concisely convey to the audience why they should logically buy what you’re selling. Provide evidence in the form of facts, figures, and statistics. Give customers irrefutable proof that your brand or product is the best.

Tall order? Sure it is. But the logos appeal will get you there.

Let's begin with a detailed logos definition.

LOGOS DEFINITION

What is 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 advertisment include the citation of statistics, facts, data, charts, and graphs.

In Aristotle’s rhetorical triangle, ethos appeals to character, pathos appeals to emotion, and logos appeals to logic and reason. As the “headiest” of the three main rhetorical strategies, logos uses reasoned discourse and logical arguments to convey a point of view and win over the audience.

Logos examples in ads:

  • An iPhone commercial that highlights the latest features and specs.
  • A Dole fruit juice commercial that hypes vitamin and calorie stats.
  • Verizon shows a map to prove it has better coverage than AT&T.

But logos is just one part of Aristotle's rhetorical triangle. It’s a good idea to get well-versed in all three if your goal is to make powerful video content or ads.

These techniques go by other terms as well: rhetorical appeals, persuasive strategies, and modes of persuasion.

How to Make Persuasive Commercials with Logos (1)

Any logos definition has a place in Aristotle’s “rhetorical triangle”

A compelling video, advertisement, or speech ideally draws from all three strategies. But even when a commercial fires on all cylinders, either ethos, pathos, or logos rhetoric stands out as a primary appeal.

In another post, you'll find a general overview of ethos, pathos, and logos but for now we'll do a quick recap.

Ethos convinces the audience by presenting reliability, honesty, and credibility. This often means a respected authority figure or celebrity giving a product or brand a testimonial or endorsement.

For more, brush up your ethos definition and examples.

Pathos aims to persuade viewers by prompting an emotional response. This can be a positive, such the happiness you would feel if you bought, say, a new bike. It can be a negative, as in, “Yikes, I might die if I keep smoking.” And how about guilt? “Adopt this puppy and give it a home.”

For more, get a refresher on the pathos definition with examples.

Logos appeals to logic and reason by using statistics, facts, and figures. Aristotle considered this the biggie. He believed that people are rational, and appealing to the rational mind with data, research, and evidence is the best way to win them over.

In the video below, we can see how ethos, pathos, and logos work together and individually to win over an audience.

(Video) Ethos, Pathos, & Logos: How to Use Persuasive Ad Techniques

A logos definition made clear

Now let’s focus on the logos appeal. We’ll specifically look at logos rhetoric and examples of logos in advertising.

The general idea behind logos rhetoric is to aim for the head, not the heart. Appeal to reason.

Not everyone is reasonable. The logos appeal has its limits. But when it works, nothing works better. Logic and valid facts don’t lie.

Learn More Logos Ethos and Pathos

Comparing other techniques

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

EVERYTHING ABOUT Rhetorical appeals

ETHOSAPPEAL TO CREDIBILITY
PATHOSAPPEAL TO EMOTION
LOGOSAPPEAL TO LOGIC
TELOSAPPEAL TO PURPOSE
KAIROSAPPEAL TO TIMELINESS

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

Logos Examples

Examples of logos in advertising

With a logos definition laid out, we can move on to some of the best logos commercial examples.

Verizon goes straight for the head, boom, with the logos ad below. We hear a guy’s voice, but don’t even see any people. Forget about examples of ethos, pathos, and logos working together in a commercial. This puppy right here is pure, unadulterated, high-grade logos.

(Video) Intro To Persuasive Text using TV commercials

Logos rhetoric works alone to great effect in this commercial

Where’s the celebrity? The well-respected spokesperson? Not here. Ethos is nowhere to be found. How about a cute chinchilla, or a tug at the heartstrings? Wrong ad. If you want pathos, go someplace else.

But if you’re in the mood for a nice hot platter of facts and figures, product specs, and a map with coverage statistics, this logos appeal hits the spot.

If you want another really strong example of Logos is an advertisement, look no further than this recent Nissan Commercial.

This commercial shows a daughter and father driving on a highway. The daughter is about to drive past some scary construction, but then the father instructs her to turn on the "ProPilot" system.

Once the daughter does this, we see aStar Wars battle scene playing out in front of out eyes, and she becomes so distracted that she begin to veer off the road... but guess what? The "ProPilot" system saves her by auto-correcting the trajectory of the car based on the sensor system.

Here's a StudioBinder storyboard for the ad. You'll notice how the angles and shot size change when the "ProPilot" system clicks on:

How to Make Persuasive Commercials with Logos (2)

Logos Example • Shot Listed in StudioBinder

So, how is this logos? Well, the commercial places the daughter in a relatively common situation and uses the machine logic behind having a guided system in the car to keep your distracted children safe.

That’s the logos appeal. An appeal to logic and reason.

Let's move on to our next example.

We saw an ad for a cell phone provider earlier but let's now look at a similar ad from a cell phone manufacturer — another example of logos in advertising from Samsung.

(Video) Ethos, Pathos, and Logos in Persuasion/Advertising/Writing

The logos definition on full display

It’s shot beautifully, the production value is top-shelf, the song hits just the right “Note,” so to say — but what really comes through is the logos appeal. The new phone includes a redesigned S Pen. It has a powerful all-day battery. It comes with one terabyte of storage, and expandable memory options.

Boring product specs? Dry facts and figures? Maybe on a spreadsheet, but here, in a flashy logos commercial example, they do the job. This is pure logos appeal once again.

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Logos Rhetoric

Use logos in combination

Logos rhetoric doesn’t have to work alone. As mentioned above, a solid video or commercial incorporates all three appeals.

We’ll give you examples of ethos, pathos, and logos coming together in commercials. What does logos mean? Well, it means a lot more if it includes elements of pathos and ethos. The rhetorical triangle is most effective when all three points poke the viewer as a team.

Consider this Old Navy commercial. Watch and notice how it uses a combination of logos, ethos, and pathos at the same time.

Examples of ethos, pathos, and logos working together

Not bad, right? Let’s break down what works.

Julia Louis-Dreyfus plays the hoity-toity mom, so that satisfies ethos. Her celebrity participation means the Old Navy brand gets instant points for respect and credibility.

The commercial is funny, relatable, and connects on an emotional level. Viewers feel for the kid. We’ve all been there, we’ve all felt humiliated by our parents. Pathos? Check.

Finally, logos buttons it up. The cool kids say they got their clothes at Old Navy. The jeans cost $8, and the T-shirt is $4 — facts and figures at the core of the logos appeal.

Another examples of ethos, pathos, and logos working together comes from Microsoft.

(Video) The Art of Rhetoric: Persuasive Techniques in Advertising

This Microsoft commercial exemplifies Logos

Ethos? These kids know their stuff. Maybe they’re not celebrities, but they’re clearly video game experts. They’re lovable and respectable. So ethos gets a check.

Pathos, you bet. More than anything else, this ad gets the emotions stirring. It’s inspiring, touching, and chock-full of what it means to be human.

Finally, the logos definition reveals itself with features and specs of the Xbox Adaptive Controller. What it does, how it works, and why it’s important. A logos appeal, right at home with its pals ethos and pathos.

Define Logos For Yourself

Bring logos into your own projects

So what does logos mean? It’s an appeal to logic and reason that uses facts, data, features, and specs.

It’s called “the rational appeal” for a reason.

And remember that when we use logos rhetoric, we consider the big picture. Examples of ethos, pathos, and logos working together prove effective time and time again, as we’ve shown above.

So, commit the logos definition to memory, rewatch these logos examples, and start to use what you’ve learned.

Learn More Logos Ethos and Pathos

Comparing other techniques

There are many types of rhetorical strategies. To get a full picure on how they work together, or when to use which rhetorical strategies, explore the full guide below.

EVERYTHING ABOUT Rhetorical appeals

ETHOSAPPEAL TO CREDIBILITY
PATHOSAPPEAL TO EMOTION
LOGOSAPPEAL TO LOGIC
TELOSAPPEAL TO PURPOSE
KAIROSAPPEAL TO TIMELINESS

Each of these rhetorical strategies can be effective in its own way. When combined, their potential effects grow exponentially. To fully understand the power of persusaion, these are the tools you need.

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A spec commercial is a sample piece of work that shows off a filmmaker’s style, competence, and, most importantly, ambition.

(Video) Flex TAPE® Commercial (2017) -- Phil Swift

So how can you make a spec commercial that stands out? Well, it’ll be easier now that you’ve absorbed these ethos, pathos, and logos commercial examples. So check out the next article, and start creating your videos.

Up Next: Make Your Spec Commercial Stand Out →

FAQs

How do you use logos to persuade? ›

Logos, or the appeal to logic, means to appeal to the audiences' sense of reason or logic. To use logos, the author makes clear, logical connections between ideas, and includes the use of facts and statistics. Using historical and literal analogies to make a logical argument is another strategy.

How was logos used effectively in that advertisement? ›

Advertisers use logos by convincing an audience of their argument using facts, logic or reason. Logos is when we use cold arguments – like data, statistics, or common sense – to convince people of something, rather than trying to appeal to an audience's emotions.

What is an example of a logos sentence? ›

Here's an example of logos in action from our man Aristotle himself: All men are mortal. Socrates is a man. Therefore, Socrates is mortal.

Which argument is best example of logos? ›

Answer. C. It uses facts to persuade the parents to buy their child his/her own car.

What is an example of logos in advertising? ›

Logos is a persuasive technique in advertising that uses rationality to persuade the public. Some examples in advertising include the reference of numbers, facts, data, tables, and graphs. Furthermore, it's often known as “the logical appeal.”

What are the 5 methods of persuasion? ›

5 Methods of Persuasion to Help You Get What You Want
  • Be Mindful of Sequence.
  • Gather Information and Build Trust.
  • Understand and Manage Loss.
  • Address Fairness.
  • Tackle Implementation.
21 Jan 2019

What is the best persuasive strategy? ›

The most effective persuasive messages are those that present two sides of an argument and refute the opposing side, followed by single argument messages, followed by messages that present counterarguments but do not refute them (Stiff & Mongeau, 2003).

How do advertisements attract our attention? ›

It attracts our attention through well designed graphics which always included a picture of the product, sometimes side on and sometimes front on as well as the headlines and the logo of the product or company also attracts the customers.

What are 3 persuasive techniques? ›

Ethos, Pathos, and Logos are referred to as the 3 Persuasive Appeals (Aristotle coined the terms) and are all represented by Greek words. They are modes of persuasion used to convince audiences.

What are the 4 methods of persuasion? ›

4 modes of persuasion
  • Ethos. Ethos relies on credibility as the method for convincing others. ...
  • Pathos. Pathos is a mode of persuasion that appeals to the human emotions. ...
  • Logos. Logos appeals to the logical side of the audience members, and using logos can help establish the ethos in writing. ...
  • Share personal experiences.
7 Jul 2021

Why do advertisements use logos? ›

What is 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, charts, and graphs.

What are three examples of logos? ›

Also called “the logical appeal,” logos examples in advertisment include the citation of statistics, facts, data, charts, and graphs. In Aristotle's rhetorical triangle, ethos appeals to character, pathos appeals to emotion, and logos appeals to logic and reason.

How do you talk about logos? ›

When you evaluate an appeal to logos, you consider how logical the argument is and how well-supported it is in terms of evidence. You are asking yourself what elements of the essay or speech would cause an audience to believe that the argument is (or is not) logical and supported by appropriate evidence.

How do you start your own logo? ›

You generally start with one or more premises, and then derive a conclusion from them. Premises can be facts, claims, evidence, or a previously proven conclusion. The key is that in a deductive argument, if your premises are true, then your conclusion must be true.

How do you use logos in a sentence in literature? ›

The defendant is not guilty, but somebody in this courtroom is." The logos in this case lies in Atticus' emphasis on the facts of the case, or rather, the fact that there are no facts in the case against Tom.

How do you appeal ethos pathos and logos? ›

Logos appeals to the audience's reason, building up logical arguments. Ethos appeals to the speaker's status or authority, making the audience more likely to trust them. Pathos appeals to the emotions, trying to make the audience feel angry or sympathetic, for example.

Where are logos most used? ›

Logos is commonly used in advertisements having to do with nutrition, money, performance, or politics, which can all be shown with numbers.

Why is logos not used in advertising? ›

Some advertisers use only pathos in advertisements and avoid having to try to convince us with logic (logos) or trustworthy endorsements (ethos). Logos is an appeal to our abilities to use logic and reasoning—or in other words, persuading with logic. Arguments with logos use solid evidence to convince readers.

Which persuasive appeal do you think is most effective ethos logos or pathos Why? ›

In formal rhetoric, this is called ethos, logos, and pathos. No one type is better than the other; usually the most effective arguments - the ones most likely to persuade someone of something - use all three. However, some may be more appropriate for one audience over another.

How does a persuasive text begin? ›

Persuasive writing begins with a writer forming their own opinion on a topic, which they then attempt to convince their reader of this opinion by walking them through a number of logical and ethical arguments.

What tools of persuasion are used in advertising? ›

The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories: pathos, logos, and ethos.

What makes an ad persuasive? ›

What is persuasive advertising? Persuasive advertising leverages the desires and interests of consumers to convince them to purchase a product or service. This form of advertising often focuses on the benefits the product or service can offer the end-user.

What are the 6 shortcuts of persuasion? ›

identified six universal shortcuts: Reciprocation, Consensus, Liking, Consistency, Scarcity and Authority. 1 (See back for details.) After years of study, Cialdini believes understanding six decision-making shortcuts—and taking advantage of them—can help marketers increase their persuasive power.

What is the most obvious method of persuasion? ›

Social Proof is one of the most noticeable persuasion techniques.

In what 3 ways can you convince your audience? ›

Ethos, pathos and logos are modes of persuasion used to convince and appeal to an audience.

What makes good commercial? ›

The best commercials don't just sell a product or service; they tell a story. Whether it is a heartfelt story, a dose of humor or satire, create a storyline to which your audience can relate and connect. Additionally, a catchy jingle can aid in how effective and memorable your TV commercial is.

What features of the advertisement attract you most? ›

7 Salient Features of a Good Advertisement Copy
  • (1) It Should Be Simple:
  • (2) It Should Be Capable Of Holding The Reader's Attention:
  • (3) It Must Be Suggestive:
  • (4) It Should Have Conviction Value:
  • (5) It Should Educate The People:
  • (6) It Should Have Memorising Value:
  • (7) It Should Be True:

What grabs people's attention in advertising? ›

Headline. If you want to generate a measurable response to your Web page or ad, you MUST have a headline. An ad with just photos, words, videos, or illustrations may impress people and it may get their attention, but it will not generate actual measurable response without a headline.

What is the most powerful form of persuasion? ›

Pathos appeals to an audience's sense of anger, sorrow, or excitement. Aristotle argued that logos was the strongest and most reliable form of persuasion; the most effective form of persuasion, however, utilizes all three appeals.

What is an example of persuasive advertising? ›

1. The Carrot and the Stick. The carrot and the stick is one of the most popular persuasive advertising techniques. Logically, it makes sense that people prefer to have rewards over punishments.

What should I write to convince the audience? ›

To be persuasive you'll need to always:
  1. State your claim clearly.
  2. Understand your audience well.
  3. Engage through emotions.
  4. Focus on one side of the argument.
  5. Use evidence to amplify your point.
  6. Keep organised.
  7. Use active language.

What are the 7 types of persuasive writing? ›

Kinds of Persuasive Writing
  • TV commercials or print ads.
  • Newspaper editorials.
  • Personal opinion or thought pieces.
  • Political speeches and literature.
  • Songs and poems.
  • Love letters.

What are persuasive techniques? ›

6 persuasive writing techniques
  • Understand what your reader wants. Before you start writing, think about what your audience wants to get out of your piece. ...
  • Build credibility with your readers. ...
  • Use the right tone. ...
  • Flatter your audience. ...
  • Pay attention to your language. ...
  • Use rhetorical questions and repetition.
20 May 2021

What are the commonly used persuasion strategies in media? ›

Well, let's take a look six powerful persuasion techniques:
  • Reciprocation.
  • Commitment and Consistency. “Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. ...
  • Social Proof. ...
  • Liking. ...
  • Authority. ...
  • Scarcity.
11 Feb 2010

What can I say instead of logos? ›

Synonyms of logos
  • emblems,
  • ensigns,
  • hallmarks,
  • impresas,
  • symbols,
  • totems,
  • trademarks.

How can I promote my logo? ›

Becoming Recognizable: How to Market Your Brand New Logo
  1. Generate buzz before the launch. ...
  2. Write a blog post about the new logo. ...
  3. Promote physically. ...
  4. Do branded giveaways on social media.
29 Nov 2018

Is logo a form of advertising? ›

Logos are one type of advertising method that many businesses overlook but can be used to bring great results time and time again. Organisations use logo design, as do commercial enterprises and institutions to promote public recognition.

What is the purpose of a logo? ›

So, why is a logo important? Because it grabs attention, makes a strong first impression, is the foundation of your brand identity, is memorable, separates you from competition, fosters brand loyalty, and is expected by your audience.

What elements are often used to persuade an audience? ›

Traditionally, persuasion involves ethos (credibility), logos (logic), and pathos (emotion). By performing these three elements competently, a speaker can enhance their persuasive power.

How do commercials use pathos? ›

Advertisers often use pathos to appeal to an audience's emotions, like making them feel sorry for their subject. They might also make their audience feel angry towards something, so that they're motivated to take action. Or they might make them laugh. That's all pathos.

How do you use a logo in a persuasive speech? ›

Aristotle had a tip here: He found that the most effective use of logos is to encourage your audience to reach the conclusion to your argument on their own, just moments before your big reveal. They will relish in the fact that they were clever enough to figure it out, and the reveal will be that much more satisfying.

How do you write a logo description? ›

What You Should Always Include in a Logo Design Brief
  1. Description of the Company. The first thing the designer needs to know is what your company is all about. ...
  2. Description of the Project. ...
  3. Your Goals. ...
  4. Your Target Audience. ...
  5. Your Competition. ...
  6. Project Details. ...
  7. Deadlines and Budget.
5 Nov 2019

How does a speaker build logos? ›

Logos refers to the reasoning or logic of an argument. The presence of fallacies would obviously undermine a speaker's appeal to logos. Speakers employ logos by presenting credible information as supporting material and verbally citing their sources during their speech.

Can logos be a cause and effect? ›

WARRANTS: Logos warrants work to establish both the indisputable nature of factual evidence and its relevance to the claim. Such warrants are critical because a given fact, accepted or not, may fail to support a point. Examples include logical reasoning, cause and effect relationships, and rational analogies.

What does logos mean in the Bible? ›

logos, (Greek: “word,” “reason,” or “plan”) plural logoi, in ancient Greek philosophy and early Christian theology, the divine reason implicit in the cosmos, ordering it and giving it form and meaning.

Why is logos important in a persuasive speech? ›

The word “logic” is derived from logos. Logos is to appeal to logic by relying on the audience's intelligence and offering evidence in support of your argument. Logos also develops ethos because the information makes you look knowledgeable.

How do you use ethos to persuade? ›

Ethos is the persuasive technique that appeals to an audience by highlighting credibility. Ethos advertisement techniques invoke the superior “character” of a speaker, presenter, writer, or brand. Ethos examples aim to convince the audience that the advertiser is reliable and ethical.

How are ethos pathos and logos used in persuasion? ›

Ethos, Pathos, Logos are modes of persuasion used to convince others of your position, argument or vision. Ethos means character and it is an appeal to moral principles. Logos means reason and it is an appeal to logic. Pathos means experience or sadness and it is an appeal to emotion.

How do you analyze a logo? ›

When you evaluate an appeal to logos, you consider how logical the argument is and how well-supported it is in terms of evidence. You are asking yourself what elements of the essay or speech would cause an audience to believe that the argument is (or is not) logical and supported by appropriate evidence.

What are the 4 methods of persuasion? ›

4 modes of persuasion
  • Ethos. Ethos relies on credibility as the method for convincing others. ...
  • Pathos. Pathos is a mode of persuasion that appeals to the human emotions. ...
  • Logos. Logos appeals to the logical side of the audience members, and using logos can help establish the ethos in writing. ...
  • Share personal experiences.
7 Jul 2021

How does a speaker build logos? ›

Logos refers to the reasoning or logic of an argument. The presence of fallacies would obviously undermine a speaker's appeal to logos. Speakers employ logos by presenting credible information as supporting material and verbally citing their sources during their speech.

What type of appeal is logos? ›

Logos appeals to reason. Logos can also be thought of as the text of the argument, as well as how well a writer has argued his/her point. Ethos appeals to the writer's character.

What makes a good persuasive argument? ›

It attempts to persuade a reader to adopt a certain point of view or to take a particular action. The argument must always use sound reasoning and solid evidence by stating facts, giving logical reasons, using examples, and quoting experts.

What are the 3 modes of persuasion? ›

Modes of Persuasion
  • Ethos. Ethos is a way of convincing your audience of your credibility as a writer. Some credibility can be, in a way, built-in. ...
  • Pathos. Most simply, pathos is the appeal to our human emotions. ...
  • Logos. Logos is the appeal to our logical side.

What are persuasive techniques? ›

Persuasive techniques are the methods or strategies that writers use to take a stance on an issue, convincing their readers to agree with a certain idea or opinion. Writers vary their persuasive techniques based upon their audience, motives and writing genre.

What are the 6 types of persuasive techniques? ›

Cialdini's 6 Principles of Persuasion are reciprocity, scarcity, authority, commitment and consistency, liking and consensus. By understanding these rules, you can use them to persuade and influence others.

Which is more effective ethos pathos or logos? ›

Aristotle believed that logos should be the most important of the three persuasive appeals. As a philosopher and a master of logical reasoning, he believed that logos should be the only required persuasive appeal. That is, if you demonstrated logos, you should not need either ethos or pathos.

What are the 5 elements of persuasion? ›

The five basic elements of persuasion--source, message, medium, public and effect.

How do you write a persuasive speech? ›

6 Tips for Writing a Persuasive Speech (On Any Topic)
  1. Write like you talk. There is no First Law of Speechwriting, but if there were, it would probably be something like this: a speech is meant to be spoken, not read. ...
  2. Tell a story. ...
  3. Structure matters. ...
  4. Be concise. ...
  5. Be authentic. ...
  6. Don't just speak – say something.
12 Jan 2015

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