This ad does not contain images of famous people or vivid illustrations, it only contains text in the form of a dialogue between a typical customer and the airline Ryanair. The "customer" resents being charged for tea he doesn't even like, and the company responds by saying that "With prices this low, shut the fuck up." This ad clearly uses an appeal to pathos. According to Rhetoric Matters, it should evoke an emotional response from the reader by appealing to empathy, fear, humor, or some other emotion (McIntyre 88). This advertisement is very eye-catching due to its cheeky style and obscene language which is not commonly used in advertisements. People pay attention to this bold statement, and on the one hand it makes them feel like the company doesn't care about its customers at all, but on the other hand it makes them feel that it really has extremely affordable prices. This resonance of emotions has a powerful effect. However, such advertising may be offensive to older customers who prefer self-respect. This may definitely force some of them to choose another airline, the one that can provide great service and will treat everyone with care and respect. Overall, this ad is overly honest, which makes it somewhat