The ad uses ethos to project an image of male bonding. This bonding comes in the form of playing poker, and enjoying a glass of Jim Beam bourbon. The slogan at the bottom of the ad, "Real friends. Real bourbon." further projects an image of friendship and companionship. This bonding, however, is only made possible through the bourbon. It suggests that one could play poker with some friends, but the good times only occur when one drinks Jim Beam as well.

It appeals to the pathos by playing on everyone’s desire for friendship. Who doesn’t want to have friends? The way the men in the ad are smiling and acting as if one of them just told a really dirty joke further enhances the emotional appeal for friendship. The ad wants the reader to look at the men having a good time and believe that they too could have a fun, laid back party with their friends. It even appeals to those who might be lonely. Buy some Jim Beam and you just might make some friends.

Logos is shown by the text in the center of the ad, "Good bourbon, ice cubes and whichever glasses are clean." The ad wants the reader to agree. All one really needs is some Jim Beam. Who cares what glass you drink it out of? Who cares where you are? Who cares what you are doing? All that matters is the bourbon. Drink it and life will be happy.