In Nike's commercial, Torres Total 90 Laser, they use ethos to advertise the shoes. Ethos is the tool used is rhetorics in which you argue by character and reputation. In the commercial Fernando Torres is playing football with the Total 90 laser shoes. He is always doing excellent moves in the field. The way they were able to use ethos, was by using a world renounced football player. In the commercial they implied that if Fernando Torres uses these shoes, you should too and you will play as good as he does. If I was a football player looking at shoe commercials, I would much prefer to buy the shoes that a good football player uses, than one a random person does. I would buy those shoes, wouldn't you?
