Apple. When we were little it used to be the most popular word for the letter "A" and a delicious snack. But now-a-day just the mention of “Apple” and most people think you're speaking of the multibillion-dollar company that produces some new technological advancement every year. Even here, in this picture they show the superiority to the rest of the computer companies (specifically Windows).
Simply the words "Think Different" is a form of pathos that causes the reader to possibly feel guilty if they don't take part in the Apple franchise or to feel special because they do. The author also uses pathos with Kermit the Frog, a children's character. They use him to have the reader create feelings of when they were younger, when their imagination blossomed and "thinking differently" wasn't as difficult as it is when they grow up. They want to convince you that buying Apple will bring you back to that state of bliss.
Ethos is obviously used with the presence of the man in the picture, Jim Henson, the creator of the Muppets. He gives this ad more of a sense of importance. Not only is Kermit the Frog in it, but also his creator took the time to join him. That his creator is highly successful because he "thought differently" therefore if you "think differently" and buy Apple maybe you too can become as famous as Jim Henson.
The ad then makes use of the picture being grey while the Apple slogan remains it's bright rainbow color. This allows the reader to see the innocence and amazement of seeing a picture of Kermit the Frog and Jim Henson and then to connect it to the Apple company, in which helps them to form some connection to their innocence, one that they believe only Apple products can fill.
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