Thank you for using this makeup ad, to demonstrate the use of ethos, pathos and logos in modern advertising. At first I struggled to ascertain which type of fallacy this ad uses. That's when I realized the ad had been building one logical fallacy. The ad starts off using ethos displaying a beautiful actress, who exudes character and authority on beauty,slyly using ethos. Later, the ad transition to using logos with its scientific claim, “Our exclusive formula bends and reflects light to help defuse every flaw.” This is when the logical fallacy occurs. They extend the argument by saying, “Now there is no such thing as bad lighting” implying that their “exclusive” formula eliminates bad lighting. This is a classic post hoc fallacy. How
