Just under their slogan, the sentence starts with "We are committed to meet your needs locally". And it ended with "... experience and expertise that spans the globe". Of course this is repeating their slogan in a more detail yet its not a long introductory to deliver their message to their clients. It said what it needed to say to appeal to customers by ethos.

Simple words to draw a picture in the costumers head. Pathos appeal through the idea that its made for personal bankers and individuals interested in this type of banking.

This slogan that make me respect them always, "The world's local bank" which emphasizes on the world being a one country and it is the local one for the whole world. It is nonnegotiable that it is a well deserved slogan since the bank is expanded to 100 countries. The Ethos is the mean of persuasion that is used claiming the proficiency that is approved by the whole world and the number of countries that are doing business with them. The slogan simply lays four words that appeal the high standard of knowledge, reputation and proficiency.

The Bank Understands the importance of both types of costumers and put both sides in the home page to value all costumers and ensure the clarity easiness to get what they need online.