Does the image make an ethical appeal—that is, does it appeal to our character as a good human being

Does the image make an ethical appeal—that is, does it appeal to our character as a good human being (ethos)? Ads by charitable organizations often appeal to our sense of decency, fairness, and pity, but ads that appeal to our sense of prudence (ads for insurance companies or for investment houses) also essentially are making an ethical appeal.