Heinrichs page 79-133

In the Truth cigarette commercials, an interviewer posing for a cigarette company presents a customer service scenario to a prospective employee. He pretends to be a customer who calls the company to complain about the negative side effects that he is experiencing from smoking the brand of cigarettes. The interviewee apologizes and struggles to respond to the situation. The commercial uses logos to discuss the proven side effects of cigarette smoking and applies pathos to incite anger and disgust from the audience. Pathos serves its purpose by using the individual's personal experience to influence someone's views about the cigarette company.