Ethos, pathos and logos are the three categories of persuasive advertising techniques. Each category evokes a different appeal between the speaker and the audience. Ethos appeals to ethics, or Ethos, pathos and logos are rhetorical appeals. The similarity of their names can confuse their meanings, so find out what each one looks like with our examples. About Press Copyright Contact Us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube Works Test New Features NFL Sunday Ticket Press Copyright. In the following essay, the three writing techniques Ethos, Logos and Pathos are demonstrated, followed by an explanation of their relevance. Picture this: a small dog is sitting in a dark, cold garage.