Ethos, pathos and logos are ways that an artist can use in their advertising to effectively persuade and convince readers to buy the sponsor's product . Ethos is used to convince the audience that an advertisement is credible and that people can believe what they read. Pathos means that an artist or advertisement attempts to appeal to the emotional state of the consumer. Logos tries to convince buyers to buy the company's product using logic or reasoning. First there is the Pepsi commercial. In the center of the page, the ad says “Choose to Refresh America.” Below, a short paragraph explains what the Pepsi Refresh project is. The ad's color palette is primarily blue; but some letters are red, white and a darker blue, the use of these colors could be achieved by choosing the language of the ad or remaining fair and impartial in the ad. First, the Pepsi ad uses high school vocabulary, which makes the ad easier to understand. Many consumers have graduated from high school or have some type of schooling, so this is the appropriate vocabulary to use. However, the Pepsi ad contains biased information. The ad is all about Pepsi and wants buyers to buy that product over any other soda; simply because Pepsi donated millions of dollars to fund hundreds of ideas. Advertising must try to remain impartial if it wishes to appear ethical. The Coca-Cola ad also uses high school vocabulary, like the Pepsi ad, and is biased in some aspects of the ad. According to the advertisement, consumers should buy this product because it contains a "real refreshing taste" and "brightened up the holiday season better than any other soft drink." No data provided supports this claim from the Coke ad. Yes, both ads chose appropriate language, but they contain biased information. Both advertisements must take an objective point of view if they wish to appear. First, both ads are biased; and they both contain easy-to-understand vocabulary. However, Pepsi's ad attempts to elicit sympathy from consumers, while Coca-Cola's ad wants the viewer to feel relief. The blue background of the Pepsi ad helps create a feeling of calm, while the white background of the Coke ad helps create a feeling of relief. Finally, both advertisements use different ways to appeal to people's logical understanding. First, the Pepsi ad uses a website to provide information about the ad that consumers can visit if they choose. While coke advertising provides information about advertising. I think Coca-Cola's ad is the best. This ad uses pathos and logos very well; but it just falls short on the ethical part. Indeed, the advertisement cites facts on its poster and appeals better to people's emotions, but contains somewhat biased information about Coca-Cola. In my opinion, the Pepsi ad also uses pathos and logos very well, but overuses the ethos. This is because the advertisement contains biased information telling people why Pepsi is the best product and why they should only buy Pepsi. If I had never drunk either of these two sodas, I probably would have chosen to drink Coca-Cola made from