The intended audience of this advertisement of Etihad are frequent travelers, particularly towards the Middle-Eastern areas. This audience are often well-educated people with a good income, since the advertisement highlights the luxurious travel facilities provided on Etihad flights. The readership is particularly internationally-minded, being open to the Middle-Eastern culture of Abu Dhabi--the country in which the airline is founded.
Ethos | Authority and Credibility
The advertisement utilizes the well-respected actress Nicole Kidman, using this persona as a credible character of persuasion. Nicole Kidman narrates the advertisement informing about the airline, its facilities as well as its history and cultural connection to it's roots to Abu Dhabi. The use of more complex words suggest that Nicole Kidman is well-educated and knowledgeable about the topic.
Pathos | Appeal to Emotions
The use of architectural views as well as impressive settings and details. The details strongly highlight the neatness, elegance and luxury, arousing a feeling of relaxation and escape to the audience. The advertisement has a futuristic feel as it displays a few architectural futuristic models of buildings such as the Louvre and the Al Bahr towers (honeycomb towers). These settings appeal the desire and dreams of the audience to experience this experience which the airline claims to provide.
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