Logos - the logical content of a speech, or what is communicated through language. With regard to persuasion appeals, Logos appeal to reason to persuade the audience.
Pathos - the use of rhetorics to appeal to the emotions of the audience and hence swaying them.
Ethos - the use of content to appeal to one's character, meaining, relating to the audience by using credibility or expressing modesty in order to gain the audience's favour.
Each of these persuasion appeals are used in different situations, and depends on the Kairos( opportune occassion for speech, including place and time.), Audience ( the audience plays a large role in shaping the composition of the text and responds to it.) Decorum ( words and subject matter fit together Kairos and the Audience).
In the presented situation, a campaign on television, one would regard the audience as everyone who watched TV, the length of the clip also plays a role in shaping the composition and delivery of the speech.
Watch, and think, which of the Persuasion Appeals are being used.
After watchin this video, I would say that the persusion appeal used here is Pathos and Ethos. The audience's emotion is appealed to as they see the emotion of the individual speakers in the video. Having general knowledge of AIDS, when one sees how many people are affected by AIDS, one's emotions are drawn, and thus sympathising with the situation. The use of the various actors/the filming of a varied group of people is used to appeal to the individual (audience). For example, the young guy at the start of the video and the girls in the video would be the "link" to teenagers, the other men in the video are "links" to adults. This thus further uses Pathos as one is able to relate to the person in the video and hence works as a persuasion appeal. The use of real HIV positive people in the video shows hwo Ethos is used.
Not knowing the title of the video (Every Six Seconds), one may think that the cinematography/filming was not so good. However at the end, when one learns that " Someone is infected with AIDS, every six seconds." one will realise that the video clip is broken down. Watched a second time, I realised that each person is given roughly about 4seconds to say what they want to or have to say, hence the cutting off of sentences. It emphasises the fact that every 6seconds someone is infected by HIV, and thus further appealing to the audience's emotions.
The video is also plain and simple, hence allowing the audience to keep focused on the people in the video and the the seriousness of the situation. Again, appealing to the audience's emotions.
