http://m.youtube.com/watch?v=Xn_ueKsDVLk

This ad clearly uses transfer because by showing a celebrity such as Shaq the consumer believes that the product is just as great as Shaq is. The icy hot company is hoping that some of Shaq’s popularity will rub off onto the icy hot product just because they are in the same commercial. The target audience would be sports fans. It is showing ethos because he is a trustworthy speaker.

Transfer

Ethos