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This Proactiv commercial is an example of ethos. All of the many Proactiv commercials were the only thing that entered my mind when thinking of an example of ethos because of how reliable they are on celebrities to promote their acne system. Many consumers are tempted to purchase a product just because a celebrity said the product is good, or maybe even because they make have a strong liking for that particular celebrity. Either way, I highly doubt that Proactiv would sell as many products if they no longer used celebrities in their commercials with very clear skin.