
Car advertisements. Who hasn't seen them? Every car is the best, every dealer says that their cars are rated 5 stars by so and so, nothing could be wrong with their car. Mitsubishi uses ethos to establish their authority through the visual of horses actually being the machine that run their cars. This establishes authority because a horse is a majestic, strong animal with a lot of power. The establishment of authority is a great example of ethos in this advertisement. The writing on the picture on the left side says "It's More than Technology. Its Instinct." This is an example of logos because Mitsubishi is saying that it is reasonable to believe that this car is something you should buy. Pathos is a great example because the colors of the car/wall/floor are all in complements with each other, so them being close in comparison to each other brings your attention to the center of the advertisement, making you see the horses also, and you know that you as a potential car buyer make the connection that Mitsubishi is attempting to show off the masculinity of the car. Another example of pathos is the appeal to emotions because many females are fans of horses. Not trying to stereotype, but it is the truth.... Also the advertisement appeals to males because the car is a car that looks powerful, and a man loves to be powerful. Every guy knows that it is true, no guy will admit it though. Kairos is not to much of a factor in this picture though, there is not truly a right time and place to sell the idea of buying a car to anyone. The appeal of this advertisement causes the viewers to want to pursue more information about the car that is being shown.