McCroskey and Teven (1999) suggest that goodwill is synonymous with perceived caring. That is, a source who seems to care about and take a genuine interest in the receiver is displaying goodwill.

This advertisement by BMW represents goodwill because it is displaying empathy. It is identifying with another persons feelings, especially with the image of the fake leg showing what can happen in a car accident that involves alcohol. The target audience is anyone that drives a car and wants them to be aware of the dangerous accidents that can take place, especially when a driver is intoxicated.

https://www.studiobinder.com/blog/ethos-pathos-logos/

On occasion, corporations, institutions, and government agencies commit blunders that damage their credibility. William Benoit (1995) refers to this process as image restoration.

Volkswagen’s credibility took a hit when it admitted that 11 million of its diesel engine cars were fitted with software designed to defeat emissions tests. VW ran a series of ads apologizing to customers and promising to make things right.

https://www.autoexpress.co.uk/volkswagen/92970/vw-scandal-diesel-emissions-crisis-pictures

O’Keefe (2002) defines credibility as “judgements made by a perceiver concerning the believability of a communicator.” Jennifer Anniston is beautiful, all American looking women actress with a million fans whom all admire her. She has been popular for many years and never had a bad reputation. She is known for never aging and having amazing skin.  It was really smart for Aveeno started many years ago and continues to do is use Jennifer Anniston for lotion Ad.  The makers of the Aveeno Ad used the rhetoric appeal of ethos with the use of the actress Jennifer Anniston it for sure strengthens the ad credibility. This is establish when Jennifer/ Aveeno Ad maker presents herself as the all American girl, someone whom is very relatable. She presents herself in a very lay back and casual manner which leads to the audience to view her as still as popular actress but they start to connect with her.

There are many women who aspire to look like her and envy her perfect skin which is why Aveeno did really well with the use of ethos and establishing credibility.

source: http://ljeanes.pbworks.com/w/page/104568652/Ethos%20Ad