Girl Scouts Ad Analysis

This Girl Scouts ad builds ethos through its name and reputation, although its appeal to this occupies a relatively small portion of the page. It appeals to pathos most particularly through the large, prominent image of the bored girls, associating life outside of the organization with boredom, which it contrasts with the fun activities pictured below it. The appeal to logos, like that to ethos, occupies a much smaller section of the ad; it involves couching the argument expressed by the images in concrete language: “Girl Scouts turns boring days into days you’ll remember all your life.”


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