Visual Rhetoric. By: Maddie Adams. “Children of parents who smoke, get to heaven earlier.”. Background Information. What’s the picture of?.
By: Maddie Adams
What’s the picture of?
The advertisement consists of a young, blonde girl, which is the obvious emphasis of the image. Behind her is a dark blue background, which contributes to the emphasis towards the girl and the small caption to the right of her. The caption printed in small, but not small enough to be overlooked, white font is worded in a very blunt manner so that although the size doesn't’t make it stand out it still is able to get the intended point across. Trailing into the frame from the right side is a trail of smoke that forms a smoke halo above the girls head. The smoke is faint, but noticeable and solidifies what the caption is implying. In the bottom right is a logo for the Child Health Foundation, who is the sponsor of this ad.
Because of the use of composition factors in this image the subject matter is made quite obvious. Due to the use of focus, contrast, balance, color, and lighting the viewers emphasis is drawn immediately to the subject, which is the little girl and the affects of secondhand smoke.
The point of view of this advertisement is that smoking is bad and can lead to health problems/death. While most all people agree that smoking is obviously harmful to your body, people’s opinions on the degree of said health risks that are caused by secondhand smoke.
The purpose of this anti- smoking advertisement is to ultimately reduce the amount of smokers. However, this ad specifically targets smokers who are around others. It conveys this purpose by pointing out a obvious problem, which is the harmful effects of secondhand smoking - especially for children. The ad works to make the audience, people who smoke or know smokers, aware of the danger they are putting their loved ones in due to the health risks caused by secondhand smoke which may eventually lead to death.
The ethos established in this picture is the fact that the campaign for this ad is funded by the Child Health Foundation, a organization working to reduce the amount of smoking. This creates credibility simply because the entire purpose of this organization is to deal with what this ad is targeting, smoking.
The logical appeal used in this advertisement is solid, yet not directly stated. No numbers or percentages are used in the ad but the viewers are expected to already have prior knowledge of the the studies which prove the risks harmful side effects of secondhand smoke.
The emotional appeal may be the strongest appeal used, and is established through the use of the young, innocent girl and the blunt caption. This girl is important to the pathos of the image because your first impression is of this sweet girl with a smoke halo above her, however, the caption to her right provides a very gravitational statement as well as an explanation for the smoke halo. This may affect readers emotionally because it is very obviously blaming those who smoke and accusing them of causing harm to those who they are around. Viewers can also relate the girl to younger people they know who may be affected by secondhand smoke.
Frenkler, Ekki; Stempel, Sybille. “Children of parents who smoke get to heaven earlier.” www.adsoftheworld.com. N.p, October 2006. Web. 27 February 2013.