Argument: You should shop at Gap.

Audience: Teenagers to middle aged viewers of The Office (because that is who John Krasinski appeals to) who are higher middle class (because Gap isn't cheap, but isn't extremely expensive- it even says the price on the ad), who care about fashion, and live in a colder climate.

Goal: To get people to buy their products.

How: Ethos- Gap builds credibility by using John Krasinski, who plays much loved Jim on The Office, to model. If we love Jim/John and he likes and trusts Gap, then we should like and trust them too. Where it says '#66' makes it seem like there are a ton of other ads or clothes that they sell, making it seem more legitimate because this isn't the only thing they have.
Pathos-Anyone who watches The Office is generally a big fan of Jim, so there is automatically a good feeling associated with the ad, and if they want to be like him, they will want to dress like him or want their boyfriends/husbands/brothers to dress like him. He is smiling and leaning toward the audience, and the picture is cropped close, which is very inviting, and it makes the audience feel comfortable. Also the fact that WARMTH is in red makes it seem warmer and cozier.
Logos-The clothes look warm, if the audience is in need of warm clothes it would make sense to buy these clothes. Since the price is on the page, they will already know if it is in their budget and if they can afford to shop there.

Effective: I think the ad is very effective. It is alluring to its audience, and there aren't many who don't like John Krasinski, and there are a lot of people who watch The Office, so he is a great choice for a model by widening the base of people who will pay attention to this ad and the positive feelings they will have towards it. It's simple and comfortable.