The viewer is sitting on the couch, nestled in a warm, cozy blanket with a large bowl of buttered, salty popcorn on their lap. His heart begins to race as the film reaches its climax. As his lungs stop breathing and his eyes widen with fascination, the channel cuts to an old commercial he's seen thousands of times. Advertisements like this use all three main techniques that convey subliminal messages to viewers. These different techniques have proven effective with viewers. Advertisers use these three techniques to target a certain audience. Demographics play an important role in helping businesses have the right information to convince viewers. Key demographics include gender, age, culture, race, and location. These are just a few of the many areas that help researchers study human behaviors. The research provided by these studies can be very specific to a certain community, age group, or ethnicity. This benefits marketers in their approach of getting products in front of the right viewers (Sessom). Once producers figure out who and when to market their products to, they need effective techniques. The three main methods used in advertising are ethos, pathos and logos. The first is the appeal of ethos, called ethical appeal in advertisements. In other words, companies use ethics to persuade viewers to do or buy something. The second is pathos, which is emotional application. This is where advertisers put strong emotion into their ads, which most often affects women. Finally, the logos, the appeal to logic. Logic is frequently associated with the ability to think critically and reasonably; it is generally associated with males (Dr Edlund). As soon as a person knows what it is...... middle of paper ......PittCat. 733-748. May 6, 2011. May 5, 2014. Web.Kia Cadenza. “Can’t ignore.” Advertisement. YouTube. May 5, 2014. the web. http://www.youtube.com/watch?v=IXJRF-6YiZkMainwaring, Simon. “Advertising Quotes”. Smart quote. May 5, 2014. Web.McDonnell Campaign. Advertisement “McConnell works for Kentuckians.” YouTube. May 5, 2014. the web. http://www.youtube.com/watch?v=nrdTX8m5G98 “Midterm political announcements” Advertisement. YouTube. May 5, 2014. the web. http://www.youtube.com/watch?v=f7hmaEda53APepsi NEXT. "Baby." Advertisement. YouTube. May 5, 2014. the web. https://www.youtube.com/watch?v=lpQHRHY172YPillow Pet. “Light dream”. Advertisement. YouTube. May 5, 2014. the web. http://www.youtube.com/watch?v=BcMMuBQo6jISessom, Gail. “The Importance of Demographics for Marketing.” Chrono. Demand media. May 5, 2014. Web. “U.S. Media Trends by Demographics.” Nelson. April 27, 2012. May 5, 2014. Web.