1. Pathos
A pathos advertisement triggers
emotional responses in the viewer
making the want to buy the product or
service. For example the Adidas on
the left has people wearing Adidas,
smiling and partying making the view
think that if they buy Adidas they will
have fun and will be happy.

2. Ethos
A ethos advertisement uses
more reliable, honest and
credible resources. This could
be almost any real person,
like a pregnant woman talking
about pregnancy. For
example on the left is Lewis
Hamilton in a Abbey advert,
this makes the audience think
if Abbey is good enough for
him, it is god enough for me.

3. Logos
A logos advertisement uses real
evidence and statistics to get its
viewers to want to buy their
products or services. They use
real life percentages and the
advertising technique ‘Talking
Heads’ to attract new
consumers. An example of this is
the Lo’real advertisement on the
left, it uses talking heads and
visually shows what the product
can do for the consumer.