Persuasion Lab Presentation Slides Rhetoric & Media
Persuasion Lab
Mastering the tools of argument:
Logos, Pathos, & Ethos
Warm Up: The Hook
5 Minutes
Ad A
Which ad makes you focus on numbers or facts?
Ad B
Which ad makes you feel sad, happy, or scared?
Ad C
Which ad uses a celebrity or expert?
The Three Appeals
Khan Academy Video
Embedded media
Logos
Logic & Reason
Pathos
Emotion & Pity
Ethos
Authority & Trust
Watch closely from 2:03 to 3:20 to find your definitions.
Activity: The Ad Sort
20 Minutes
1
Examine the stack of ads at your station.
2
Identify the primary appeal used (Logos, Pathos, or Ethos).
3
Sort them into three piles and record your evidence on your worksheet.
Pro Tip
"Many ads use more than one appeal! Look for the one that is the strongest. If a celebrity is telling you a fact, is it the celebrity (Ethos) or the fact (Logos) that convinces you most?"
Persuasion Masters
The Debrief
Show us one "Tricky" Ad your group found.
How many appeals did it use?
Why was it so effective?
Persuasion Lab Student Guide Persuasion Lab
Mastering Rhetorical Appeals
Name:
Date:
Part 1: The Briefing
Watch the Khan Academy video. Focus on the segment from 2:03 – 3:20 and record your findings below.
Logos Logic
Definition
Example from Video
Pathos Emotion
Definition
Example from Video
Ethos Credibility
Definition
Example from Video
Part 2: The Ad Sort
Ad # Primary Appeal Evidence & Justification 1 Logos / Pathos / Ethos 2 Logos / Pathos / Ethos 3 Logos / Pathos / Ethos 4 Logos / Pathos / Ethos 5 Logos / Pathos / Ethos 6 Logos / Pathos / Ethos 7 Logos / Pathos / Ethos 8 Logos / Pathos / Ethos
Final Thought: The Tricky Ad
Choose the most complex ad your group found. Why did it use multiple appeals? Was it effective?
Persuasion Lab Ad Collection #1
Denta-Pure
Science for your smile.
99.9%
Kills bacteria on contact. Clinically proven in 12 independent studies.
Recommended by dental scientists worldwide.
#2
Lonely Hearts Rescue
🐶
"He's been waiting for 400 days. Will you be the one to finally bring him home?"
Save a Life
#3
Apex Velocity
Worn by World Champions
"I don't trust my feet to anything else when I'm on the track. Apex is the gold standard."
— Marcus Swift, 5x Olympic Gold Medalist
#4
Volt-X 500
Range 450 Miles
Charge Time 15 Mins
Efficiency 98% Energy
The logical choice for the modern road.
#5
Golden Mornings
🥣 ✨
Start their day with a smile they'll remember forever.
Because family moments are the most important part of the day.
#6
Relief-MAX
👩⚕️
Medical Endorsement
"As a practicing physician for 20 years, Relief-MAX is the only brand I personally recommend to my patients."
The Doctor's Trusted Choice
Certified by the Global Health Institute
#7
The Aviator X
The Credibility
"Precision I can bet my life on." — Captain Sarah Vance, Lead Fighter Pilot
Technical Specs
• Caliber 80 Automatic Movement
• 28,800 Vibrations Per Hour
• 80-Hour Power Reserve
• Water Resistant to 100m
Crafted in Switzerland since 1892.
#8
Earth Watch
🧊 🔥
"They have nowhere left to go."
Ocean temperatures have risen by 1.5°C in the last decade, leading to a 13% decrease in Arctic ice volume annually.
Act Now. For Their Future.
Persuasion Lab Anchor Chart Reference Guide
The Three Appeals of
Rhetoric
Logos
The Appeal to Logic
Keywords
Statistics & Data
Facts & Figures
Case Studies
Logical Claims
The Goal
To convince the audience using "common sense" and hard evidence. It asks: "Does this make sense?"
Pathos
The Appeal to Emotion
Keywords
Heartfelt Stories
Vivid Imagery
Humor or Fear
Powerful Diction
The Goal
To pull at the heartstrings and stir up feelings like pity, joy, or anger. It asks: "How does this make me feel?"
Ethos
The Appeal to Trust
Keywords
Celebrity/Expert
Reliable Sources
Years of Experience
Ethical Character
The Goal
To show the audience that the speaker is credible and trustworthy. It asks: "Should I trust this person?"
The Persuasion Lab © 2026
Persuasion Lab Teacher Guide Teacher Facilitation Guide
Persuasion Lab: Rhetorical Appeals
Grades 6-8
Lesson Objectives
Define Logos, Pathos, and Ethos using specific examples from media.
Analyze media advertisements to identify the primary rhetorical appeal.
Justify classification of advertisements using textual and visual evidence.
Pacing Guide
Warm-up 5m
Video Instruction 10m
The Ad Sort 20m
Closure/Debrief 10m
Part 1: Video Notes Key
Logos
"Appeals to reason and logic. Uses graphs, charts, and statistics."
Pathos
"Appeals to emotion. Uses manipulative examples like a sad puppy in the rain."
Ethos
"Appeals to authority and trust. Based on the speaker's credibility or brand."
Part 2: Ad Sort Answer Key
Ad # Primary Appeal Evidence to Look For 1 Logos "99.9% kills bacteria," "Clinically proven," "12 independent studies." 2 Pathos "Waiting for 400 days," sad puppy emoji, focus on saving a life. 3 Ethos "Marcus Swift, 5x Gold Medalist," "Worn by World Champions." 4 Logos Hard data on range (450 miles) and efficiency (98%). 5 Pathos Focus on family, childhood memories, and "starting with a smile." 6 Ethos "Practicing physician for 20 years," "Doctor's Trusted Choice." 7 (Mix) Ethos / Logos Pilot endorsement (Ethos) + technical vibration specs (Logos). 8 (Mix) Pathos / Logos Melting iceberg/fear (Pathos) + 1.5°C rising stats (Logos).
Discussion Anchors
On Pathos (2:40):
"When is using emotion manipulative versus effective? Can you think of commercials that go too far?"
On Ethos (3:05):
"Does knowing a video is from 'Khan Academy' make you trust it more? Why does the brand matter?"