A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see what I see, they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque, gingivitis, and cavities, and her statement implies that other brands do a poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) ________ appeal.

Question

Quizplus · Accepted Answer

The ad is using a comparative appeal by directly comparing Colgate Total to other brands and implying that it is superior in preventing dental problems.

A Dental Hygienist in an Ad for Toothpaste Is Quoted