Logos: The ad shows a fact/number that says it is #1 brand recommended by dentist. This statistic is used by many different brands so it doesn't appeal to me. However, it just depends on the consumers preference of what they want to use and buy. At the bottom of the ad, in small writing it says "Dentist 2009 tracking study", this might attract consumers.
Pathos: There isn't an emotional appeal in this ad.
Ethos: In this ad, the credibility is given by having a dentist in a lab coat was the "face" of the ad. Since they used a dentist, it gives the consumers the impression that it really works. If a dentist would recommend it, then it should work. To make the ad more credible, they used 3 dentists instead of just one.
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