Question

9. Watch the following advertisement for the Society for the Prevention of Cruelty to Animals:

Which of the following pieces of evidence from the video most clearly shows an appeal to ethos:
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1 point
"Every hour an animal is beaten or abused"

Photo of Abused Animal
"Hi, I'm Sarah Mclachlan (BCSPCA Supporter)"
"IF you donate you will receive a photo of one of the animals from the shelter and, this beautiful tote bag, for free"
10. Which of the following techniques are being used in the following advertisement to sell the product to its audience? Select all that apply

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1 point
Captionless Image
The ad uses ethos by depicting famous historical figure Amelia Earhart drinking a coke.
The ad appeals to pathos by using a quotation that sounds inspirational and uplifting
The ad appeals to pathos by using words with positive connotations to describe the product like "Delicious and Refreshing"
The ad uses logos by showing an image of a propeller jet in the background, implying that the drink will help people become pilots.

Answer 1

9. "Hi, I'm Sarah Mclachlan (BCSPCA Supporter)" — this is an appeal to ethos (uses a known/supporting person to build credibility).

10. Select all except the last one:
- Captionless Image — yes (an image without caption is a visual technique to imply meaning).
- The ad uses ethos by depicting famous historical figure Amelia Earhart drinking a coke — yes (celebrity/historical figure builds credibility/association).
- The ad appeals to pathos by using a quotation that sounds inspirational and uplifting — yes (emotional/aspirational language).
- The ad appeals to pathos by using words with positive connotations to describe the product like "Delicious and Refreshing" — yes (positive wording evokes favorable feelings).

Do not select: "The ad uses logos by showing an image of a propeller jet..., implying that the drink will help people become pilots." — that is not a logical appeal; it's a visual implication/fallacious association, not a reasoned argument (logos).