Porsche cars are widely renowned as some of the better luxury cars for their price range. They are quality vehicles that are quite expensive, but serve their uses with beautiful aesthetics and high performance. This advertisement uses several different tools to convince the reader that a Porsche is the right car for them. Amongst these are appeals to Pathos and Ethos. The strongest of appeals is that of an appeal to nostalgia. The ad calls upon reader's senses of nostalgia by asking them if they really dreamed of owning a nissan or a mitsubishi, both mid-price "decent" cars. This serves as both an appeal to Ethos and Pathos, reinforcing the Porsche brand by comparing it to two other brands of cars seen as being inferior. It appeals to Pathos by calling upon the reader's past, when they still had dreams and optimism and happiness, and connecting the Porsche brand to those happy feelings. Another appeal is to the user's sense of aesthetics. The layout of the advertisement is in grayscale, and has a very clean appearance to it. Cleanness and good aesthetics are things that people look for in cars, and Porsche uses these two in the advertisement to again connect its name to these things. By using these positive feelings and associating them with their name, Porsche forges a strong advertisement that is effective and subtle, making use of nostalgia and aesthetics to reinforce their name and reach readers' emotions.
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