There are four types of rhetorical appeals: False. An appeal to people's conscience, morals, or ethics: ethos. An ad campaign that includes a doctor is using: ethos. A commercial designed to tug at our heartstrings is using: pathos. "Ladies and gentlemen of the jury: we have not only the fingerprints, the lack of an alibi, a clear motive, and an expressed desire to commit the robbery… We also have video of the suspect breaking in. The case could not be more open and shut.": Logos. This is an example of ..: Ethos. What is the primary rhetorical appeal in this ad: Pathos. "Where would we be without this tradition? Ever since our forefathers landed at Plymouth Rock, we've celebrated Thanksgiving without fail, making more than cherished recipes. We've made cherished memories." : Pathos