Pathos,Logos,Ethos_teaching deck

High

Computational Thinking | Algorithms

AI & Machine Learning | Natural Language Processing

Pathos, Logos, Ethos

Overview

What is the most memorable advertisement or commercial you have seen? Why was it memorable?

Persuading With Advertisements

Advertisers construct their ads very carefully to make them memorable and appealing to consumers.

The methods they use to convince you to buy their products are similar to methods used in persuasive writing.

Time to Share!

Elements of an Engaging Advertisement.

What makes an advertisement good?

What are the elements of an engaging advertisement?

Support your answer with an example.

What Makes an Advertisement Appealing?

What makes an advertisement appealing?

Visual Appeal

Emotional Appeal

Memorable Slogans

Celebrity Endorsements

Storytelling

Informative

Introduction to Pathos, Logos and Ethos

Logos

Pathos

Ethos

Pathos: An Appeal to Emotion

An advertisement using pathos will attempt to evoke an emotional response. The emotion can be positive or negative, such as:

Guilt

Joy

Logos: An Appeal to Logic

An advertisement using logos will present evidence and statistics to convince you. Examples:

• “100% sugar-free.”
• “Allergy tested and 100% fragrance-free.”

Ethos: An Appeal to Credibility or Character

An advertisement using ethos will convince you that the company is more reliable, honest, and credible. Ethos advertisements sometimes involve endorsements from experts and celebrities.

Pathos, Logos and Ethos

Quiz Time! Pathos, Logos or Ethos?

Which persuasive advertisement technique does this ad incorporate?

Answer the Question

Which persuasive advertisement technique does this ad incorporate?

Answer the Question

What do you know about ChatGPT?

Have you ever used ChatGPT before? How have you used it?

What is ChatGPT?

ChatGPT is an advanced artificial intelligence language model designed to understand and generate human-like text based on the input it receives.

It can answer questions, explain, and offer suggestions on various topics.

It can assist with research, explain different subjects, and offer creative ideas.

How to Create Your ChatGPT Account

Sign up Using the Options Provided

Sign up Using the Options Provided

Sign up Using the Options Provided

Accept ChatGPT’s Terms

chat.openai.com/auth/login

Navigate to

Step 3

Step 2

Step 2

Step 2

Step 1

Introducing ChatGPT

Becoming Familiar with the ChatGPT Window

What is a ChatGPT Prompt?

A ChatGPT prompt is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to. The prompt can be a question, statement, or any other stimulus to spark creativity, reflection, or engagement. Users can use the prompt to generate ideas, share their thoughts, or start a conversation.

ChatGPT Model

1. User Input

Provides a prompt/message to initiating a conversation

2. Tokenization

The input text is tokenized into smaller units such as words or subwords to be processed by the model.

3. Enocoding

The tokens are encoded into numerical representations capturing the semantic and syntactic information of the input.

4. M. Architecture

The encoded tokens are passed through the AI model’s layers for processing

5. General Response

The model generates a response based on its understanding and learned patterns

6. Decoding

The numerical representation of the response is converted back into readable text

7. Output

ChatGPT displays the response for you to see and read

Elements of Effective Prompt Engineering for ChatGPT

Clarity

Context

Precision

Role Play

Try it yourself

Step 1

Step 2

Step 3

Step 4

Step 5

Start with an Instruction

Provide Different Inputs

Engage in a Conversation

Test the Creative Limits

Test ChatGPT’s Coding Abilities

How would you describe your experience using ChatGPT?

Did you encounter any instances where ChatGPT gave you incorrect information?

Brainstorming your AI-assisted Persuasive Advertisement

Choose a Product to Advertise

When deciding on a product to advertise, it's crucial to consider various factors that can impact the effectiveness of your advertisement.

Factors to Consider:

Personal Interest

• Which products from the options given genuinely interest or excite you? • Which products do you feel confident promoting and advocating for?

Target Audience

• Who would be the target audience for the product? Does the product cater to a specific demographic or group of people? • How well do you understand the needs, desires, and preferences of the target audience?

Creative Possibilities

• Visualize the potential for creativity and innovation in advertising the product. Can you envision engaging storytelling, captivating visuals, or catchy slogans associated with it? • Consider the practicality of advertising the chosen product. Can you realistically create a persuasive advertisement for it within the given context?

Finalizing Characteristics of the Product Chosen

1. Finding Out Characteristics of Already Available Products in the Market

2. Conducting Research

3. Brainstorm

Finalizing a Name for the Product Chosen

1. Define the Products Purpose and Identity

2. Engage with ChatGPT for Name Exploration

3. Evaluate and Refine Generated Names

4. Brainstorm Variations and Combinations

For example

Let us look at the process of ideating a name for the Brand that captures the essence of it via an example. In this example, we will look at how we can go about ideating for a brand name for an Herbal Hair Oil

Defining the product to ChatGPT for context

Product Characteristics: The herbal hair oil is made from organic ingredients, carefully selected for their nourishing properties to promote healthy hair. It is known to repair follicles and provide a lustrous shine to hair.

Target Audience: Individuals who prioritize natural and sustainable products, value eco-friendly practices, and seek effective hair care solutions.

Unique Selling Proposition (USP): For every purchase of the herbal hair oil, we plant five trees and share their locations with you, fostering a sense of environmental stewardship.

Example: Providing Prompts to ChatGPT

Hi! I am creating a product with the following features:

Product Characteristics: The herbal hair oil is made from organic ingredients, carefully selected for their nourishing properties to promote healthy hair. It is known to repair follicles and provide a lustrous shine to hair.

Target Audience: Individuals who prioritize natural and sustainable products, value eco-friendly practices, and seek effective hair care solutions.

Unique Selling Proposition (USP): For every purchase of the herbal hair oil, we plant five trees and share their locations with you, fostering a sense of environmental stewardship.

After keying in factors like memorability, critical product features, uniqueness, and catchiness, we have finalized the brand name.

What Did You Finalize as a Product Name and What are Its Characteristics?

Finalizing the Persuasive Technique to Advertise Your Product

In this section, we will focus on generating advertisement ideas that utilize the persuasive techniques of Pathos, Logos and Ethos. These techniques play a crucial role in creating impactful and effective advertisements.

Let’s dive into the steps to help you explore and decide on your advertisement approach.

Dive into the steps to help you explore and decide on your advertisement approach.

Analyze Your Product

Deciding a Persuasive Technique

Logos: Logical Reasoning

Pathos: Emotional Appeal

Ethos: Credibility

My Persuasive Advertisement Ideas!

Designing your AI-assisted Persuasive Advertisement

Let’s Look at an Ad Designed by AI

Let's Sign up for Canva!

Designing your AI-assisted Persuasive Advertisement

Step 1: Create a Presentation

Step 2: Text to Image

Step 3: Describe the Visual

Step 4: Describe the Advertisement

Creating Persuasive Visuals for the Advertisement

Creating Persuasive Visuals for the Advertisement

Example

4. Select and Refine Visual Concepts

1. Define the Visual Elements

2. Brainstorm ChatGPT Prompts

5. Add Personal Creativity

3.Generate Ideas with ChatGPT

6. Create the Visual Advertisement

Sharing Your AI-Assisted Persuasive Advertisement

My reflections

In this lesson, we...

• Explored persuasive marketing techniques, focusing on Pathos, Logos, and Ethos.
• Learned to use ChatGPT to get creative ideas for Persuasive Advertising.

• Learned to use Canva to create Images based on descriptive text.
• Created an Advertisement that promotes the product by making use of Persuasive techniques in advertising.

Do you need to go deeper?

Educator Guide

Educator Guide

High

Computational Thinking | Algorithms

AI & Machine Learning | Natural Language Processing

intel.com/education

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Account

You can access account information, such as settings and the ability to log out, by clicking your email address or name in the lower left corner of your screen. You can also access OpenAI's support and frequently asked questions by doing the same. You'll see an Upgrade to Plus button here if you don't have ChatGPT Plus.

Step 1: Create a Presentation

You will be submitting your Advertisement as a Slide image. To create a presentation, follow the following steps: • On your Dashboard, click on "Create a Design." • Select "Presentation.“

Strategy in Catchy Slogans/Jingles

Start with an Instruction

• Imagine you want to create a pet name generator. Coming up with names from scratch is hard. First, you’ll need a prompt that clarifies what you want. Submit this prompt to generate your first completion. • Suggest one name for a horse. • Now make your instructions more specific. • Suggest one name for a black horse. • As you can see, adding a simple adjective to our prompt changes the resulting completion. Designing your prompt is essentially how you “program” the model. What are some questions that you have in mind to test ChatGPT’s creative ability? Try them out!

Chat history

Allows you retrieve all prior chats. Although you have the option to turn off chat history, it is also possible to retrieve all of your prior chats in the left sidebar in case you need to go back to one. You may change the chat's title here and share or remove its history with other users.

Storytelling

Visual Appeal

Overview

180 min

Language Arts

This lesson aims to equip you with the following:

• Knowledge of persuasive techniques in Advertising.

• Hands on experience of ChatGPT and it's effective usage.
• Develop the ability to understand and apply persuasive techniques in advertising.

• Hands on experience of generating images from text on Canva.

For Example: Where Nature and Family Thrive in Perfect Harmony

Step 3: Describe the Visual

To generate an image that encapsulates the essence of your advertisement idea, describe what you want in the scene. Be descriptive about the characters, elements, and setting.

• Describe your image. • Choose a Style. • Select Aspect Ratio • Click "Create your image."

Follow the following steps to generate

Step Four – Brainstorm Variations and Combinations

• Use ChatGPT to explore variations and combinations of the generated names. • Experiment with different wordplay and rhymes to enhance the creativity of the names.

Step 3: Generate Ideas with ChatGPT

Using the prompts you have generated, interact with ChatGPT to explore various visual ideas. While ChatGPT may not directly generate images, it can provide you with descriptions or suggestions that can inspire your own creative thinking. Consider the emotions you want to evoke, the logical aspects you want to highlight, and the credibility factors you want to establish through your visuals.

Regenerate response

If you are having trouble receiving a response in the chat or are not satisfied with the response, you can select Regenerate response to asking ChatGPT to try again with a different response for the most recent prompt.

Step Two – Conducting Research

• Use ChatGPT to search for relevant articles, reviews or consumer opinions that can help us better understand the product landscape. • ChatGPT can you find any research or studies that highlight the benefits or advantages of similar products? • Can you share some sources and information about customer preferences and market trends for this product?

Celebrity Endorsements

Analyze Your Product

• Identify your product's key features, benefits, and unique selling points. What sets it apart from competitors? • Consider the emotional appeal of your product. How does it make people feel? Does it fulfill a specific desire or solve a problem? • Evaluate the logical reasoning behind your product. How does it provide practical solutions or address the needs of your customers? • Assess the credibility factors of your product. What evidence, testimonials, or certifications can support its quality and reliability?

Step 4: Describe the Advertisement

Describe your Advertisement. Add a text block to the slide and describe your element. Your explanation should have the following elements: •Product Name and features •The persuasive techniques your product advertisement utilizes.

Step Three - Brainstorm

• Once you have explored characteristics of already available successful products in the market, critically analyze and brainstorm on characteristics that will make it stand out when included in your product. • List key attributes and use ChatGPT their advantages, disadvantages and potential impact on customer satisfaction.

Step 5: Add Personal Creativity

Remember, while ChatGPT can provide ideas and suggestions, it's important for you to bring your own creativity to the table. Take the generated concepts and add your personal touch to them. Modify, customize, or embellish the visuals to make them unique and reflective of your artistic style and vision.

Your prompts

The questions or prompts you give the AI chatbot appear here.

Pathos (Emotional Appeal) – Below are Some Guiding Questions and ChatGPT Prompt Ideas for Brainstorming

Guiding Questions: • What emotions does your product evoke in your target audience? • How can you create a strong emotional connection between your product and the audience? • What personal experiences or stories can you share that relates to your product?

ChatGPT Prompts: • "ChatGPT, how can I evoke emotions such as joy, excitement, or nostalgia when promoting my product?" • "What relatable storytelling techniques can I use to engage my audience emotionally?" • "How can I highlight the emotional benefits of my product in a way that resonates with my target audience?"

Test ChatGPT’s Coding Abilities

• Programming Assistance:• ChatGPT can also assist with coding-related questions or provide suggestions for coding related problems

Emotional Appeal

Memorable Slogans or Jingles

Step One – Define the Products Purpose and Identity

• Clearly articulate the purpose and key features of the product to ChatGPT. • Identify the target audience and understand their preferences and aspirations. Enter the same information into ChatGPT.

Strategy in Storytelling

Visual Appeal

Strategy in Catchy Slogans/Jingles

Catchy Slogans/Jingles

Step 1: Define the Visual Elements

Now that you have created an advertisement idea utilizing persuasive techniques, it's time to brainstorm the visual elements that will bring your advertisement to life. Think about what images, colors, fonts, and other design elements can effectively convey your chosen persuasive techniques.

Strategy in Storytelling

Step 4: Select and Refine Visual Concepts

Review the ideas and concepts that have emerged from your interaction with ChatGPT. Select the ones that align most effectively with your chosen persuasive techniques and target audience. Reflect on the elements of pathos, logos, and ethos that are reflected in each visual concept. Refine and combine concepts as needed to create a visually compelling representation of your advertisement.

Informative

Some ads focus on providing information about a product or service. They highlight its features, benefits, or how it can solve a problem.

Ethos: Just Do It!

Step One: Finding Out Characteristics of Already Available Products in the Market

• Explore ChatGPT for characteristics of best-selling products in the category you have chosen.

• ChatGPT can you suggest some key characteristics or features that make the product stand out?

• What unique qualities or functionalities do customers find appealing in the product?

ChatGPT's responses

This button is where ChatGPT responds and allows you to tespond to the output. The ChatGPT logo will show up on the left if it responds to one of your questions. Below of each replay are the buttons for copying, giving a thumbs up, and giving a thumbs down. You can copy the text yo your clipboard so that you can paste it somewhere else and comment. This procedure aids in optimizing the AI tool.

Text Area

Simply press enter to transmit your question and prompts form this location.

ChatGPT version

There is the ChatGPT model version that you are presently utilizing.

Step Two – Engage with ChatGPT for Name Exploration

Prompt ChatGPT with requests for name suggestions using prompts like:

• ChatGPT can you help us generate a name that captures the essence of our product?

• What words or phrases align with the purpose and identity of our product?

• Interact with ChatGPT by providing feedback on the generated names.

Provide Different Kinds of Inputs to Generate a Response in ChatGPT

• Questions: You can ask ChatGPT a wide-range of questions on different topics, such as fact-based prompts. • What is the population of New York City? • While ChatGPT strives to provide accurate information, this question highlights the possibility of occasional errors or outdated information. It’s always a good idea to verify from reliable up-to-date sources when needed. • What are some fact related questions that you have? Test ChatGPT’s accuracy.

Visual Appeal

Strategy in Storytelling

Visual Appeal

Ethos (Credibility) – Below are Some Guiding Questions and ChatGPT Prompt Ideas for Brainstorming

Guiding Questions: • How can you establish trust and credibility for your product? • What endorsements, expert opinions, or industry certifications can you leverage to establish authority? • How can you gather customer testimonials or reviews that highlight the reliability of your product?

ChatGPT Prompts: • "ChatGPT, what strategies can I use to build trust and credibility for my product?" • "What are some ways to showcase endorsements or expert opinions to establish my brand's authority?" • "How can I gather compelling customer testimonials or reviews that demonstrate the reliability of my product?"

Test the Creative Limits of ChatGPT

• Creative Prompts - ChatGPT can be used for creative writing prompts. For example, you could provide a prompt like: • Imagine a world where humans could fly! • If you have a creative prompt in mind, take ChatGPT’s assistance and explore its creativity!

Logos: Absolutely, Positively

Logos (Logical Reasoning) – Below are Some Guiding Questions and ChatGPT Prompt Ideas for Brainstorming

Guiding Questions: • What logical reasons make your product a practical choice for your audience? • How can you present data, statistics, or evidence to support the effectiveness of your product? • What specific features, specifications, or benefits can you highlight that appeal to rational decision-making?

ChatGPT Prompts: • "ChatGPT, how can I present logical reasoning and practical solutions to convince my audience of the value of my product?" • "What kind of data-backed claims or statistics can I use to support the effectiveness of my product?" • "How can I emphasize the specific features or specifications of my product that make it a rational choice for customers?"

Engage in a Conversation with ChatGPT

• Conversational Dialogue – ChatGPT is designed to engage in interactive conversations. You can have back and forth exchanges with the model, simulating a conversation with a virtual character or discussing a particular topic. • Ask ChatGPT subjective or opinion-based questions. • ChatGPT aims to provide factual and objective information, however the responses may not align with your views or preferences if you ask personal opinions or subjective judgements.

Step Three – Evaluate and Refine Generated Names

• Review the names suggested by ChatGPT and consider their relevance to the product’s purpose, target audience and desired image.

• Refine and modify the generated names to make them more aligned with the product’s characteristics.

• Evaluate the refined names and variations based on criteria such as memorability, brand characteristics and market appeal.

Deciding Upon a Persuasive Technique to Advertise

• Identify the unique aspects of your product and leverage the most relevant persuasive technique(s) to effectively promote its value to your audience. • You can do so with the help of the following questions and prompts.

Pathos

Logos

Ethos

Step 6: Create the Visual Advertisement

Using your selected visual concept as a starting point, bring your advertisement to life. Utilize Canva to craft a visually impactful advertisement. Incorporate images, text, and other visual elements that effectively communicate the pathos, logos, and ethos aspects of your persuasive message.

Step 2: Text to Image

Now go to Apps on the left-hand side and select Text to Image. This feature allows you to describe your desired image and then generate it using AI.

New Chat & Hide sidebar buttons

You can start a new conversation at any moment by clicking the New Chat icon locates on the left side of your screen. This helps since initiating a new char will start a fresh topic without bias or context. The ChatGPT model remembers what was previously discussed in a conversation and will answer with context.

Step 2: Brainstorm ChatGPT Prompts

• To generate creative ideas for your visuals, you can seek inspiration from ChatGPT. Ask ChatGPT for prompts that will help you decide what kinds of images to include in your advertisement. For example: • "ChatGPT, what kinds of images can evoke strong emotions and create a sense of connection with our target audience?"• “Can you suggest visual elements that represent logical reasoning or practical solutions related to our product?"• "How can we incorporate visual cues that enhance the credibility and trustworthiness of our advertisement?"

Pathos: Happiness Factory