The first thing I saw when looking at this ad was a motorcycle rider struggling to balance his bike and enormous stacks of books. The rider and motorcycle along with the header of the ad are plastered with Ducati's name and colors, but the only logo shown is that of Xerox, whom the ad is actually about
The header of the advertisement reads, "We focus on translating and delivering Ducati's global publications. So they don't have to." This is basically saying that Xerox will handle the behind the scenes work while you get all of the attention. This message is conveyed by the Xerox boxes and Ducati user manuals being neatly stacked to the sides of the image while the motorcycle itself gets to stand in the center.

Looking back at the ending statement of the header, "So they don't have to," caused me to look deeper into the advertisement and see that the rider seems to be overwhelmed by trying to do multiple jobs at once, riding and working with the manuals. The rider has also positioned his bike towards an open door showing an exit away from all of the manuals. This further shows an inclination towards wanting to forget about the hassles of busy work and enjoy more exciting and engaging opportunities of ones business. Overall I can conclude that Xerox is using this advertisement to state that you and your business should use Xerox for all of your document management needs while you pursue the side of your business that you are passionate about; for example, racing motorcycles.

In regards to the rhetorical appeals The logos calls out a powerful brand, Ducati, to show that without Xerox, Ducati would be overwhelmed with the cost and time required to translate documents. the statement is further backed up with calculated statistics that display the cost and time savings in the fine print or the ad. The Ethos uses Ducati again but this time to in a supporting manner by stating: if clean and professional companies like Ducati use Xerox services why shouldn't you? This is further backed up by the statement, "Ready For Real Business," which leads into the pathos. The emotion of the Xerox brand in this advertisement in confidence. They are watching another powerhouse in its own regard struggle to keep up Xerox's efficiency. Xerox is openly stating that they are the best at what they do and everybody knows it.