Pathos relies on the visual having an emotional connection with the reader. Everyone has the shared human experience of being a child longing for a parent, whether that parent be at work, out of town, or in this case at war. This advertisement evokes sympathy for the young boy, who not only misses his father, but innocently believes that he can send his father a message by shooting paper airplanes over his fence. The viewer is inspired by the kindness of the neighbor who mails the boy’s letters to his father and associates that kindness with the product.

Paper and Packaging Commercial