The ad below featuring Hayden Panettiere released by bodybymilk.com as part of their "got milk?" ad campaign is effective in 3 ways. The ad, which displays Hayden with a glass of milk accompanied by a milk mustache, along with slender-fitting attire, is meant to make the reader draw the conclusion that Hayden's good physique is the direct result of drinking milk. This is backed up by a portion of the statement written above the "got milk?" wording which says that protein -- found in milk -- helps to build muscle and has been shown to help develop leaner bodies. With this, it makes those who do not drink milk seem crazy because they are missing out on an opportunity to have a healthier body; this is when the pathos appeal begins to unravel. Besides the fact that many of the viewers would be attracted to the ad due to the fact that Hayden Panettiere is featured, from which the ethos is established, there is also a portion of the statement in small letters where it says "you don't have to be a hero to be invincible. That's why I drink milk." This statement implies that drinking milk can help make you feel invincible, and who wouldn't want that? Another portion of the statement, at the end, says "Cheers to that." This turns the positive effects of milk into a celebration, further hitting home the idea that milk can make everyone feel great. The ad covers the basis of all 3 appeals -- ethos, logos, and pathos -- because it makes the viewer feel left out if they are not drinking milk which makes them want to drink milk to feel "invincible" while it also makes milk seem like a necessity because of the health benefits associated with it. This is what makes the ad -- and the campaign -- so effective. There is a simple message meant to complete a simple task; get people to drink more milk.
