In the summer clothing advertisement that encourages showing off legs, which appeal is being utilized?

The appeal being utilized in the summer clothing advertisement that encourages showing off legs is the appeal to flattery. This type of appeal is designed to make individuals feel good about themselves and to foster a sense of self-esteem. In the context of the advertisement, the message suggests that wearing the clothing will enhance the viewer's attractiveness and desirability, playing on their vanity and encouraging them to present themselves in a way that is perceived as appealing to others.

The strategy is effective because it taps into the viewer's desire for reassurance of their beauty and allure. By promoting the idea that showing off legs can be an attractive feature, the advertisement flatters potential customers, making them more inclined to purchase the clothing in order to boost their self-image and social standing.

Other approaches, such as joining the bandwagon or appealing to pity, do not directly relate to the idea of enhancing self-image or personal compliments. Similarly, the appeal to prestige focuses more on status and exclusivity rather than individual attractiveness. Hence, the appeal to flattery is the most fitting explanation for the advertisement's motivating strategy.