This endorsement specifically works together with the visual and words to make the viewer rethink what their best option is for sleep. I found this ad on Pinterest, where it was created for Ikea to promote their pillows and bedding. By saying "no pills, just pillows" they're advertising the companies products by using a comparison between what some people use to fall asleep and what could be a better option instead. Showing that you don't need pills to help you fall asleep when you can buy their pillows to fix this problem, which can also save you more money in the long run. This is very positive and smart for the company to do because pills should be your last resort, when trying to fix something in your life. For that reason, it makes these ads primary appeal to be logos. I also found this advertisement to be very eye catching and different to attract people's attention.