Logos, Ethos, and Pathos are sometimes called the rhetorical triangle. 

Logos appeals to the audience’s reason, building up logical arguments.
Ethos speaks of the speaker’s authority,
making the audience more likely to trust them.
Pathos appeals to the emotions.
These are important tools in advertising, although very few people realize it.

LOGOS      ETHOS      PATHOS

You’ve thought about it.
You’ve talked about it.
Now it’s time to do it.
Start your own business!
Be your own boss.
Go to xxxxxxxxxx.com
and take a look at two exciting new 
franchises, both developed and tested
by one of the most famous,
most successful franchisors
in history. You’re betting on
yourself, but it’s a smart bet 
because you’ll be following in the 
footsteps of someone who will
guarantee your success –
money back – in writing.
Go to xxxxxxxxxx.com,
and Begin the Adventure.
If you want to get to know
the man behind these
franchises – Brian Scudamore –
you can read his new book, B-Y-O-B.
B-Y-O-B stands for Build Your Own Business.
B-Y-O-B stands for Be Your Own Boss.
Just two weeks after it was released,
BYOB was already #2 on the Wall Street Journal
bestsellers list for business books.
Look for it at amazon.com,
B-Y-O-B, by Brian Scudamore.
Or go to Go to xxxxxxxxxx.com.
Xxxxxxxxxx.com.

THIS 60-SECOND RADIO AD HAS BEEN RECORDED
AND WILL BEGIN AIRING AS SOON AS THE WEBSITE
IS COMPLETED. THE BOOK, HOWEVER, IS AVAILABLE NOW.