What the correct answer

1. The appeal used here is ethos.

2. MAC uses this appeal in order to show the credibility of the MAC product.

3. MAC creates this appeal by using the actor, Justin Long, a young guy to represent a cool and youthful MAC and comedian John Hodgman to show a PC.

4. It helps the company achieve its purpose by using the credibility of the product to persuade the target audience to purchase Mac instead of upgrading to Vista. The company's intention is to let the audience know that Mac is simpler, more powerful, and a lot more fun- revealing the credibility of MAC through use of celebrities.

Explanation:

Ethos is a rhetorical device which refers to the persuasive technique that shows credibility. When used in advertisement, the technique is to make the audience know the credibility of the product advertised. The aim of ethos is to convince the audience that the product/advertiser is reliable and ethical. So, in ethos, a public figure is used in advert in other to endorse the product.

This is what happened in the above advert Mac when actor Justin Long is used to represent Mac.

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