Aristotle defined Ethos as the degree of confidence that the presenter’s character could inspire in the audience. In other words, by establishing credibility through authorities about the issue they are presenting. Clearly, the YMCA is a very well known name in the family fitness world, so they use their name quite often during their commercial as to establish their credibility as a high-quality place to advance family and physi

Another means by which an arguer or presenter tries to persuade their audience is what Aristotle called Logos. “Logic” comes from the root word “logos” and therefore means making an appeal to the audience’s logic or reasoning. This is often associated with pertaining facts and objective evidence. The YMCA commercial uses logos a couple of times and in several ways to persuade the audience. In one statement, the commercial appeals to the audiences sense of monetary value. Since this “value” is very important to many of today’s families, it has the potential to be a very effective persuasion technique. They say, “Come in and join by September 30th and receive 50% off regular membership fees.” This factual statement is very appealing and contributes to the overall argument of the whole commercial. Saving money is very important to some people, and oftentimes, a high price is all that keeps a person or family from committing to a certain cause or action. The YMCA knows this and uses the statistic in the commercial very wisely. Another statement made by the YMCA is that, “a physically healthier heart can significantly reduce the risk of certain cancers and heart disease.” They don’t use a specific statistic here, but it is a commonly known fact that working out improves general health, well-being, and longevity. This appeal is made not in the audience’s pocket book, but in every human

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