Answer:
Ethos
Explanation:
Pathos, Ethos, Logos. Aristotle's modes of persuasion.
Pathos is used when trying to appeal to the audience emotionally. Logos is the branch of logic & proof. Ethos is used to try to establish stability, usually through a respect figure or celebrity endorsing or celebrating a product.
In TV advertisements for a brand, celebrities endorsing brands will typically fall under Ethos. Here, Tiger Woods endorses Nike, so he's establishing that credibility and trust because he's respected - people are more likely to buy Nike as a result of seeing someone professional and famous state that they support this brand.
