In P&G’s ad they used pathos, or emotion, in order to manipulate their audience. They used their knowledge of their audience, and rhetorical situation, in order to know exactly how make everyone feel happy or sad. These feelings make the audience feel connected to the product at hand. The greatest ads almost always use memories to create these feelings. What is so great about creating these feelings and connections with the audience is now the audience will believe that your products are credible, better, and they will feel obligated to buy the product.  For example, P&G used their rhetorical situation and used the emotions that sports already convey as well as emotional feelings that people feel towards their moms. People tend to make decisions in life more based on emotions than by logic. So, if people feel emotional towards P&G then they are likely to buy their products no matter the price.