Speculating Pathos, Ethos, and Logos in Manipulative Advertising
 

Jongmin Park
Doctoral Student
School of Journalism
University of Missouri-Columbia

Address: 1817 Highridge Dr.
Columbia, MO 65203
Tel: 573-446-3247
E-mail: c666465@showme.missouri.edu
 
 
 

     Abstract
 Throughout the history of human communication, three different fields of study have developed; rhetoric, ethic, and logic. Manipulative advertising in this study is scrutinized by these three modes. The majority of rhetoricians regard it as a type of discourse to demonstrate their diverse techniques. On the other hand, when consumers get extra utility or affirmative feelings created by manipulative advertising in addition to its informative functions, utilitarian ethicists view this advertising positively. Advertisers who employ manipulative means, deontologists believe, plainly try to use consumers as means to their own ends through nonrational persuasions. Finally, manipulative advertising in logic is incorrect and invalid. Now letís take a closer look at how rhetoric, ethic, and logic sift manipulative advertising.