The document discusses three types of appeals that advertisers use to persuade consumers: ethos, pathos, and logos. Ethos appeals to ethics and credibility to build trust. Pathos appeals to emotion to make the audience feel something. Logos appeals to logic and reason through facts, statistics, and scientific approaches. Advertisements can use more than one appeal to better connect with consumers. The document instructs the reader to analyze advertisements and identify the most emphasized appeal of ethos, pathos, or logos used, and explain why.