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Visual Rhetoric in Gambling Addiction Advertisements: Analyzing Appeals to Logos, Ethos, and Pathos

This analysis explores the visual rhetoric employed in gambling addiction advertisements, focusing on the appeals to logos, ethos, and pathos. The imagery, reminiscent of playing cards, symbolizes the dangers of gambling addiction, evoking a logical call for help. Ethically, the depictions serve as a warning of the internal struggle with addiction, likening it to a monstrous entity. Emotionally, the alarming visuals provoke fear about how others perceive the individual suffering from addiction. The ads highlight the accessibility of help through a simple phone call, providing a sense of hope for recovery.

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Visual Rhetoric in Gambling Addiction Advertisements: Analyzing Appeals to Logos, Ethos, and Pathos

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  1. Visual Rhetoric By: C Bailey

  2. Appeal To Logos The pictures are reminiscent of playing cards in a deck. This references the most common form of gambling, poker. The pictures also stress the evil behind the addiction of gambling, which logically you would seek help to get rid of, like what this ad is offering .

  3. Appeal to Ethos . The picture demonstrates how a gambling addiction to the others is like a monster or evil inside of you, much this demonic Queen of Hearts has changed into. Each picture represents the changing of people through the eyes of others.

  4. Appeal to Pathos In the pictures the almost demonic representations of the playing cards makes you frightened of what others may see in you and what you may become if you don’t get help with your addiction.

  5. Technique The intense contrast between the dark edges and lightened face give an intense emphasis on the center of the picture. But small amounts of light in other areas also draw your eyes elsewhere. The words if removed would affect the overall message but not enough that you couldn’t still understand it. The inclusion of the phone line tying them up shows that a simple phone call can help takedown your gambling problem

  6. Citations “Ray of Hope: King.” Chris Chiu, Joe Soh, Colin Koh, Goh Mei Yi, and Jeremy Wong, Leo Barnett, Singapore, Adsoftheworld.com. “Ray of Hope: Queen.” Chris Chiu, Joe Soh, Colin Koh, Goh Mei Yi, and Jeremy Wong, Leo Barnett, Singapore, Adsoftheworld.com. “Ray of Hope: Jack.” Chris Chiu, Joe Soh, Colin Koh, Goh Mei Yi, and Jeremy Wong, Leo Barnett, Singapore, Adsoftheworld.com.

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