The Union Pro Rider “Contact Binding” advertisement that I created relies on ethos and pathos. However, it focuses mostly on combining the credibility of the product and it’s performance (ethos), and “combining the credibility (White, 2014)” of Scott Stevens, Union’s pro rider, and his style of snowboarding (ethos), and also while “appealing to emotion (White, 2014)” through heavy use of the playful, party, edgy graphics that may appeal to a certain type of person who is looking for an alternative to generic plain coloured bindings. The poster itself mimics the idea of “control” through the use of a “grotesque sans-serif typeface originally designed by Tobias Frere-Jones in 1995 called Benton Sans (typewolf.com)”. Originally developed with a clean aesthetic that it strived for being commissioned for Martha Stewart Living magazine (typewolf.com). Ergo, the way Benton Sans was used within the poster was a lot similar in the way it serves as a tidy, clean, and “controlled” typeface that relates to the message Union Bindings is trying to put across as their overall brand. The colour/shade of orange it uses relates to the Union brand itself and is something the consumer would recognize from the brand, this can be seen as an Ethos, along with the logo. In addition, the description and Scott Stevens artwork, and the photo of the bindings are some of the only Logos aspects that appear on the poster. The overall poster hopefully captures enough of logos, pathos, and ethos to appeal to Union Binding’s audience of snowboarders who wish to be a bit more creative while still having the proper equipment to achieve the tricks they wish to have under their belt.