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Visual Rhetoric

This powerful visual ad by Talent advertising agency for brand Abramet in Brazil aims to shock and scare viewers about the potential consequences of drunk driving. The ad features a crushed can to depict the impact of a car crash caused by alcohol. The intended audience is citizens in Brazil, and the ad is sponsored by Abramet, a nonprofit organization dedicated to preventing accidents due to human mobility.

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Visual Rhetoric

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  1. Visual Rhetoric Dalton Stephens December 1, 2011 AP Language

  2. Background Information • The Print Ad titled Drinking and driving was done by Talent advertising agency for brand: Abramet in Brazil. It was released in the Sep 2010 • Photographer: Fernando Zuffo

  3. What is your initial reaction to this ad? • My initial reaction to this photo was shock that this one alcoholic beverage could potentially cause a wreck such as depicted on the can.

  4. What do you first notice about the ad? • Your attention should be drawn to the can and more specifically the car on the can. The can is crushed to imitate the action of a car crash.

  5. Who is the intended Audience? • The intended audience of this ad is citizens of Brazil. This ad was done by Talent advertising agency for brand: Abramet in Brazil.

  6. Logos • Logically drunk driving is bad. Driving drunk is the main cause of car accident related death and injury.

  7. Ethos • The ad was created by Talent, a popular advertising agency in Brazil • This ad was created for and sponsored by Abramet which is a nonprofit organization that brings together experts in Traffic developing actions, studies and research for the prevention of accidents due to human mobility, trying to avoid them or mitigate the pain they caused.

  8. Pathos • This ad is intimidating and is trying to scare you about the effects of drunk driving.

  9. Sources • “The Association.” abramet.org. Abramet, n.d. Web. 30 N0v. 2011 • “Abramet: Drinking and driving.” coloribus.com. Coloribus, n.d. Web. 30, Nov. 2011.

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