Carly Fiorina's Use of Faces

Carly Fiorina's recent ad "Faces" was a message that was sent towards a special demographic of voters. Fiorina's purpose was to target women and uses pathos and ethos throughout her ad to make it effective. The opening of the ad is a image that says "a message from Carly", this connects the viewer to Fiorina on a personal level.

As the ad carries on you see the faces of many women that are of all different ages and races and in the background Fiorina is talking about how the faces of the women shown and the faces of women in the audience are all faces of leadership. She is appealing to the viewers ethos as she associates them with leadership.

Fiorina establishes pathos with the audience when she says "note to democrat party, we are not a special interest group. We are the majority of the nation." She is targeting the emotion of strength and by using the word "we" she is connecting herself with the audience so that there is a general shared belief. At the closing of the ad Fiorina establishes her own pathos when she talks about how old she is and that she is "proud of every year and every wrinkle." She is saying that she is the right candidate for women in the election. The last part of the ad before her logo is a image much like the opening one but now it says "join us." This image is saying that women need to join together in support of Florina because she is the candidate that will fight for the needs and rights of American women.