Aristotle has three persuasive appeal techniques, which include ethos, the appeal to credibility; pathos, the appeal to emotion; and logos, the appeal to logic, by using facts. Most advertisements use these three appeals to sell their items and products.
There is a Peta ad that has a celebrity by the name of Steve-O, that is a great example of ethos. Steve-O because he is in this ad uses all three appeals, ethos; because him being a celebrity makes the ad trustworthy and worth looking at, pathos; because Steve-O is mostly a crazy and hilarious guy, but because he looks serious in this ad people tend to take this more seriously, and logos; because there is info on the ad that explains why Steve-O is so concerned about the seals.
One reason they used Steve-O in this ad is because Steve-O is known for never backing down from anything. So if he will never back down from anything when he is out goofing around, then when he is serious there is no doubt that he will not back down from trying to save the seals, and that more than likely more and more people will try to help.
