One Chunk Paragraph Example In the Proactiv advertisement, ethos is expressed because the company chose to use a celebrity to endorse the product. For example, a large picture of celebrity singer Jessica Simpson appears on the advertisement while holding the product in her hands. This is an example of ethos because Proactive is attempting to establish credibility and trustworthiness by having a celebrity claim to use its product. Because her face looks flawless and she is someone many people look up to, consumers may be encouraged to make the purchase due to the ad. Ethos, the mode of persuasion that encourages trustworthiness, is most apparent in the Proactiv advertisement.