This is an example of pathos, because it uses a visually stimulating method of expressing an ideal to touch the audience’s emotions. The labeled hearts play upon a well-known cliché-that in our hearts, we are all exactly the same-but in a new way that takes the audience a second to comprehend what is going on, but is interesting enough to compel the audience to look further.


This ad shows a good example of logos, because it uses logic to show that this particular brand of paper towel is better than all the other brands, because of its “strength and added softness to handle any mess.” This plays on our human tendencies to want the biggest and best deal there is for our daily lives. The hero shot of the messy baby also has an appeal to pathos, because it makes us want to clean up the baby.

These Nike Jordan tennis shoes appeal to ethos, because they present the argument, that if you buy Michael Jordan’s tennis shoes, you will be able to play basketball more like Michael Jordan. It does not directly imply this, but the emphasis on the tennis shoes being “Michael Jordan brand” shoes designed specifically for basketball places the importance of the shoes on the fact that Michael Jordan wears them, not because they are great shoes. This is called an appeal to authority, and is a widely used tool for marketing.