You're looking at the 1959 poster for an outdoor performance of the classical ballet, Giselle. This poster by Armin Hofmann is iconic of the Swiss design style.
For our project, we selected a poster from graphic design history, determined which of Aristotle's three modes of persuasion it utilizes, and designed two new versions of the same poster using the other two modes.
The three modes of persuasive appeal: Ethos, Pathos, and Logos
Ethos: the ethical appeal. As the communicator of the message to the audience, it is important to convey trustworthiness. The ethos appeal establishes credibility, respectability through tone, style and reputation. The 1959 Giselle poster is primarily Ethos because it presents an image of a ballerina in upstanding and professional form, which communicates authenticity to the viewer.