Every year companies spend billions of dollars on advertising in hopes of convincing consumers to buy their product. Businesses use Aristotle's rhetorical approaches; that use ethos, logos and pathos. According to “The Allstate Corporation,” The Allstate Corporation is the second largest property and casualty insurance company, by premiums, in the United States” (The Allstate Corporation). Writer Stuart Elliott speculated that Allstate spent $85.9 billion on advertising in the first quarter of last year (Elliott). Elliott also stated that starting in July 2011, Allstate would retire Dennis Haysbert's face for Dean Winters in their television advertisements (Elliott). Winters plays the character Mayhem, as a child, in the "Mayhem Toddler" commercial to convince shoppers to get insurance from Allstate. Allstate exercises ethics, logos and pathos in the "Mayhem Child" commercial. The commercial opens with Dean Winters in a black suit with a butterfly patch on his upper right cheek, just below his eye. Winters is in the back seat of an SUV. He is holding a purple and yellow sippy cup, which has two handles on either side. On his lap is a gallon bag of Cheerios, which he is consuming with his left hand. To his left is a gray parasol; Most mothers need to protect their children from the sun while in the car. To Winter's left, a hanger has a ball of pink and green fabric tied to a purple string. Winters has crumbs covering not only him but his car seat as well. Behind his car seat is a yellow blanket. As the commercial opens, Winters screams "Mommy! Mommy! Mommy! Mommy! Mommy! Mommy! Mommy!" Within three seconds of the scream, he looks directly at the viewer with a sly look...... middle of paper......c distractions that cause accidents. Dean Winters acts like a child who causes distraction and therefore can prevent an accident. Finally, as part of the pathos of the appeals, Allstate uses the emotion of humor. All in all Allstate is effective with advertising due to the use of Aristotle's rhetoric approaches that Allstate applies in the commercial. Works Cited “The Allstate Corporation.” "International Directory of Business Stories". 1999. Enciclopedia.com. December 13, 2011.Allstate Insurance by Allstate. Announcement. Television.Edlund, John R. Ethos, Logos, Pathos: Three Ways to Persuade. Cal Poly Pomona, nd Web. December 6, 2011.Elliott, Stuart. “Allstate adds the villain, with auto insurance as the hero.” New York Times. New York Times, June 21, 2010. Web. December 6, 2011. Olson, Annie. "An Introduction to Rhetoric." Le Tourneau U, May 2006. Web. 6 December. 2011.