Tiffany and Co.

In this affectionate jewelery ad, a woman is displayed with a signature blue box in her hand while an attractive man stands behind her and wraps his arm arounds her and leans in to kiss her neck.

This obvious use of pathos appeals to both men but mainly women's intimate and sensual desires for romance. The couple has obviously just shared a close and personal moment which is often associated with giving a woman a nice piece of jewelry whether it's a necklace or an engagement ring. This image surely tugs at the heartstrings of all women. All people want love and a companion. But a girl grows up dreaming of the perfect man, the perfect wedding, and of course, the perfect ring which surely come out of a little blue box. Women crave a fairytale story which this ad projects.

Ethos is also used in this ad. By seeing the signature blue box in the woman's hand the viewer immediately knows it's from Tiffany's. A common brand heard throughout a girl's life and most likely boys growing up with sisters, the viewer knows the brand is quite elegant and reliable. It's often viewed as store for wealthy socialites in the upper class.

Although not much logos is used in this is ad, there are a few examples of its use. The couple's fancy clothes in the ad is a sign of a wealthy couple.The couple also appears to be standing on a balcony that could be a penthouse apartment. The viewer could infer that the jewelery company is high quality and worthy of their money because the couple seems to have money.