The image I've gone ahead and selected for this particular blog post is a movie poster for Captain America: The First Avenger, which is incidentally one I saw over the Summer. The movie itself was.... well, not what I expected, but that's a different story.
About the poster itself: the very clear focus of it is Captain America, who takes up the full height of the poster, yet his face is oddly very high up and not what we're drawn to. Instead we focus on the text after a bit. However, the presence of the main star, Captain America, is an appeal by ethos – after all, a super-powered hero who works for good (or just America) has some ethical authority. Another appeal I see from it is that of pathos, as the grittiness and overall darkness of it gives off the feeling that the situation he's in is pretty serious. Indeed, another pathos appeal comes from the background, as the thick dark clouds suggest dark times and a grave situation.
If we look at his outfit, we'll see more of the grittiness, and the fact that it's marred, scratched, and torn up. Clearly he's been through a lot, and logically he would seem to be quite a tough guy because of it. This logical appeal is the logos of the poster, though it is, I think, the least used appeal of them all.
But, these appeals mostly give the impression that the movie will be of a serious tone, such as that of another comic book movie, The Dark Knight. This is where the kairos of the poster comes into play: the Dark Knight showed that a serious and dark comic book movie could work - and be a success. The poster is tapping into that, and if you compare it to a poster for The Dark Knight, you can see the clear resemblance.
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