Ethos

This old ad utilizes ethos, or "credibility," to entice consumers to smoke cigarettes by saying that doctors prefer them. By associating this particular brand with the authority that doctors have in determining what is healthy and what is not, this appeal attempts to associate Camel cigarettes with health, and thus encourage people to smoke this brand because it is healthier. Today, this ad is quite humorous, as we now know that the true health effects of smoking make it something that a doctor would never condone.