The first appeal the Shamwow commercial does not use effectively is the ethos appeal. Ethos is the appeal to credibility, an example of this would be having a recognizable person (such as someone seen on tv or another form of public exposure) present a product, and because the intended audience recognizes the figure, the audience trusts the sales pitch since they have seen them outside of the advertisement. In the Shamwow commercial, a tan, spiky-haired, salesman with a blue collared shirt stitched with the products title, introduces himself as Vince Offers of Shamwow. Offers’ own association with the company, along with the label of on his shirt, is there to convince the audience or viewers?, that because he belongs with the company (poor
