Ethos

I picked this advertisement for my example of ethos because I like Roger Federer and the US Open is on right now. :D

This ad shows a picture of Roger Federer, the number one tennis player in the world, wearing a Rolex watch. The basic message meant to be conveyed by this advertisement is "Roger Federer considers our watch brand good enough to wear. If the best tennis player in the world likes our watches they must be good!" It uses the popularity and good reputation of Roger Federer to endorse the product.