This ad is an appeal to Ethos, also known as an ethical appeal. The ad boldly proclaims "Trust The Brand," and then continues into a graph of information in an attempt to win your trust and patronage. The main ethical appeal is the attempt to convince using facts. The graph shows the Maxima Racing Oil clearly outperforming the competing brands, both in the full synthetic and semi-synthetic categories. This is also a demonstration of fairness, by compairing itself to competing brands and allowing the user to decide for themself.
Yet another appeal is that to quality. Directly under "Trust The Brand" is a smaller line of text: "Maxima - Constantly improving performance and protection." By telling you that they are constantly striving for higher quality, they are attempting to convince you that you should buy from them to ensure that you have the best motor oil for your racing machine.
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