Sierra Club’s advertisement consists of a coal burning power plant and states that an innocent child, in this case Danny, is a victim to the pollution caused by the chemicals being spread through the air. Their version of raising awareness uses an emotional appeal with pathos in using an infant as a victim. While air pollution affects everyone, the use of a child gives the Sierra Club the ability to attract a large audience because of the general concept that children are the future and that they need to be protected and be provided with proper conditions in their growth. Aside from their powerful use of pathos, Sierra Club also uses statistics for ethos in order to gain credibility. In the bottom of their advertisement, with a small font they
