Every advertisement has a way of getting inside or heads.

Sometimes one can feel

it taking its rightful place, but many times they manipulate your mind without you
even getting a hint about it.
This advertisement works on the same principle. Ads against gun violence typically
show the statistics of mass shootings, terrorism or both. They incite our logical mind
but fail to leave an impression.
On first look, we see a mans outline on a gun range. Looking closely, inside theres
a woman and further inside there is a child. The slogan Bullets leave bigger holes
than you think says it all.
Pathos: the image very easily stirs up strong emotions with the thought of guns and
shooting. Then the thought of losing your family comes which becomes the selling
point of the ad.
Ethos: the ethical approach of the advertisement and the lack of raw data and
numbers which usually comes with it is indicative of authenticity.