How does the filmmaker appeal to the audience?

The watched Documentary reported about a corporation which is active all over the world. The Corporation has arose some problems in these different habitats. The movie addresses this problems with different filmmaking techniques, using Pathos, Ethos and Logos.
The Filmmaker appeals to ethos by gathering a bunch of CEO and specialists on environment. These "talking heads" then speak from their point of view and clearly state the problems. The audience relies on these talking heads because they are made to look credible. In a way it is just like logos just that it also focuses on building up a relationship to the audience so the documentary seems trustworthy.
Logos is represented when the speaking CEO's present a problem and explain what will be the logical outcome and how it will affect them. This can be very persuasive for people who think logically and profitable. In 'the corporation' the documentary again uses the talking heads method too let credible people state why their point of view is and why it is logical. I believe no other technique can relate to logos as well as the talking heads.
The filmmaker focuses on especially on pathos by showing shock pictures and ideas of how the future will look like. Making the future look dangerous and bad lets the audience relate to why we have to change. Sometimes shock images are shown for just a second or less, this creates that the audience thinks about the image and why it was in relation with the prior subject. Automatically the brain relates that the "bad" man speaking is responsible for the shock picture.
This is how the filmmaker appeals to different areas of influencing, ethos, pathos and logos.