The Listerine ad uses narration, cause and effect, and definition as very powerful tools for persuasion for this mouthwash, but the use of pathos is the most prominently used appeal being utilized in this ad. One can definitely tell in the conversation between the two women that the viewer of this ad should feel bad for the man, and the unhappy woman in his arms that has a very tense posture makes the reader even more on edge. Even the use of "halitosis" is an attempt to draw out an emotion of worry, because this word makes it sound like the guy has a terrible disease.
The ad also uses ethos by using the term "halitosis", which is a fancy term for bad breath. The use of this vocabulary gives the perception that the writer has some sense of knowledge on the situation that is taking place and the condition that has befallen the man. This was at critical point in the text, because this idea was planted in the reader before he actually began reading the part that addresses him. The ad further uses ethos as it explains possible causes of halitosis, but then once again shifts to pathos, because in most situations it can be avoided if you aren't lazy and just use Listerine mouthwash.
The last way that this ad really pushes pathos is by saying, "Don't risk offending others." We all care to some extent what others around us think. This simple statement could be one of the most powerful parts of this argument, because if we are able to avoid causing anyone discomfort by doing a simple act, most of us would be willing to do it.
This ad finishes their argument by describing why Listerine is the best choice for them, because it will help keep your fresh breath for hours. I can honestly say I'm sold.
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