Visual Rhetoric

By: Cindy Williams

What is the purpose of this ad?

What is the purpose of this ad?

• The purpose of this ad is to prevent child abuse. A guardian or caregiver of a child could lose control and hurt the child and it could potentially lead to death.

Who is the intended audience?

Who is the intended audience?

• The intended audience is anyone who has children or is around children.

What is the focal point?

What is the focal point?

• The focal point is the blood. The dark color of the blood draws my eye and without it the ad wouldn’t make any sense.

Appeals?

Appeals?

• Logos- The logical appeal is that you should not abuse children. It’s wrong and you could severely hurt them and even kill them.

• Pathos- It makes you feel sad because babies and young children get abused and they are too young to even really do anything wrong or defend themselves. It also makes you angry at the child abusers.

• Ethos- It’s credible because of the NSPCC logo at the bottom.

What is omitted from the ad?

What is omitted from the ad?

• The baby and the child abuser are missing from the ad. It makes me think that the baby is dead because it’s missing and all that’s left is its bib and the blood.

MLA Citation

• David Kiefaber, . N.p., n. d. 2013. <http://www.adweek.com/adfreak/uk-child-abuse-ads-dont-skimp-gore-16316>.