There are 3 primary ways to persuade people according to Aristotle - 1. Ethos or Appeal to Authority. This includes appealing to experts, celebrities or any authority figures. 

2. Logos or Appeal to Logic. This includes appealing to facts & statistics & surveys.

3. Pathos or Appeal to Emotion. This includes appealing to emotions like fear, pain, happiness, joy etc.

Often times a great advertisement combines multiple 2 or more of these factors.