Logos: This ad relies heavily on the use of logic in order to persuade you to buy their product. Being that it states how nothing can compare to Fibermesh fiber of fixing problems in reinforcing your concrete application. With facts stating all of the things that it can accomplish from the ability to reduce plastic shrinkage cracks, resist impact shattering and abrasion to reducing water migration.
Ethos: There are also aspects of credibility in this ad. In part that they state how they have been around for 20 years and used 20 billion square feet of concrete from Disney World to O'Hare International Airport. Which in your mind makes them feel more trustworthy, in that if they are stating all of the big projects they played a role in, they must a leading company in there field. They also said how you can be sure there product will work for whatever you're working on, showing that they have a great sense of confidence in there product.
Pathos: Emotions aren't strongly present in this ad. But there is a sense of humor in that they show a man with a black belt in martial arts who is unable to make a single dent in the concrete. Taking a comical approach on how we have all seen videos of people punching through layers of concrete like it was nothing, and they are showing how strong there concrete is compared to others.
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