All of this appeals to our logic, emotions and the idea of ethos. At the same time, particularly those who would purchase the magazines in which these ads appear, there is interest in being accepted in society. There is concern about how they appear to others. The advertisement works on a couple of levels. The beauty and scent of the freshly peeled mandarin is pleasing and pulls us in immediately.
Fruit is healthy and aesthetically pleasing as is the design of the bottle.
This product is one in which we would like to associate ourselves. It would look good to serve this at a dinner party. The type faces send the message that while this might be a bit more expensive, it's worth it. It tempts us to reach for the best, don't we deserve the best. The bold orange print reminds us that this isn't what our father drank.