The analyzed text is a commercial video made by the Dove Company entitled “Dove Choose Beautiful: Women All over the World Make a Choice.” The purpose of the analysis presented below is to determine whether the rhetorical methods employed by Dove in the commercial are effective. The video advertisement produced by the Dove Company is successful because it uses efficient persuasion strategies to convince all women that they are beautiful, to inspire them, and to make them believe in themselves. This video is worth discussing, as it is an excellent example of an inspiring commercial, aimed at making consumers feel good about themselves, which should eventually convince them to buy the product. Thus, the Dove Company attempts to secure people’s trust and establish brand loyalty. Reasoning Logos or the reasoning layer of a text comprises rhetorical methods of reasoning aimed at demonstrating and proving certain points. Rhetorical instruments used in Dove video commercials include cause and effect, better and worse, examples, and pleasant anecdotes about women who participated in the video. The commercial is based on presenting how women of various nationalities and ages react when faced with a choice: am I beautiful, or am I average? By providing lively examples of their reaction, the makers of the video appeal to our sense of reality. We are meant to think that we are just like them and to ponder on whether we would choose the entrance labeled ‘beautiful’. The provided examples of many different reactions are to emphasize how the women feel having come in through a particular entrance. Some of them say they regretted having chosen the ‘average’ gate, some of them claimed that next time they would choose the ‘beautiful’ gate since they changed their mind, and others were simply pleased. Thus, these examples also illustrate the cause and effect: by walking through the ‘beautiful’ door, the women felt good about themselves. One girl even used the word “triumphant”, which has a rather strong connotation. Having entered through the ‘average’ door, some of the women regretted it instantly, which caused them to make up their minds to walk in through the ‘beautiful’ door next time. Moreover, the woman that walked in with a child felt that this choice causes her to wonder whether she actually perceives herself as average, or is it caused by society’s unreasonable beauty standards. The rhetorical method outlined above leads to another strategy – better or worse. Women are faced with a necessity to make a choice, to admit how they really feel about themselves and how they perceive themselves. The commercial demonstrates that it is far better to choose the ‘beautiful’ entrance and feel as if you are the most beautiful person in the world, rather than give into unnecessary modesty and humility. Thus, Dove tells women that they are all beautiful and it is much better to acknowledge it and feel it, as it inspires you and brings you joy. Credibility Ethos or credibility instruments of persuasion are employed to underline the author’s authority in order to prove a point. Supporting credibility arguments in this commercial includes examples of personal experience and identification wi