Readers of the ad begin to associate Clarisonic with "healthier and more radiant" skin; they are easily tempted to trust in this product and even wish that it really can offer what it guarantees. This overwhelming feeling of optimism that the ad elicits, a form of pathos employed by the company, also suggests the insecure and hopeful nature of its readers. Perhaps they truly can be convinced with "promises" and "guarantees." .
Nevertheless, Clarisonic refuses to rely on such impotent generalizations as "healthier and more radiant;" the advertisement consists of unverified evidence that supposedly enhances the "cleansing" allure it has already promised. To begin with, the ad incorporates a clinical study's results used to juxtapose the cleaning attempts of "your hands alone" with the cleansing prowess of the sonic brush. By including a scientific image of the "dirt, oil, and makeup" that is certain to contaminate the skin of a New Yorker, or any metropolitan citizen for that matter, the ad further establishes its emotional appeal to the potential fears of a prospective Clarisonic customer. Still, the ad attempts to employ a more dependable reason for choosing Clarisonic: the lab results. By placing the scan of a sample of tainted skin washed by "your hands alone" next to the completely renewed sample that was cleaned with a sonic brush, the advertisement offers a logical, even scientific approach towards choosing Clarisonic. However, the use of this clinical study to convince patrons of Clarisonic's reliability suggests another implication about the audience-the passive acceptance of lab data as accurate. The ad neglected to include the scientific parameters of the "clinical study" and left no more details about how it was carried out or regulated. The company must assume that the readers of the ad may not have even desired this crucial information in the first place. The ad's craftsmen might also presume that the majority must have simply ignored it in their pursuit of improved superficial features.