Visual Rhetoric

Julie Poynter

Background

• This image was found on united way’s website

• The image was created by Rick Neltner

• Date of publication is May 25, 2006

Argument

• The argument is that people need to report child abuse

• The ad is also to get people to donate to children’s law center

What is the argument of this ad?

AudienceWho is the audience of this ad?The audience is for parents and anyone that works with children. More specifically anyone that knows of someone getting abused.

Techniques•Font Size

The words that evoke emotion are a bigger font so we notice words like daddy and mad first.

Why are there different font sizes?

The teddy bear is a symbol of childhood and innocence. The child willingness to trust their parents can be used against them to harm them.

•Symbol What does the teddy bear symbolize?

•OmissionWhat is omitted from the image?Details of the child are omitted. This might be because if there were details we would judge them by how they look and wouldn’t focus on the point of the service announcement. By omitting the child they are making us focus on abuse in general and not on one child.

Would it have the same effect if you took out the words?

The image would not have the same effect. It would just be a picture of a teddy bear and a stick figure kid.

Logoswhy should we care about child abuse? Why should people donate to untied way? • By donating money

you are helping keep kids out of child abuse homes

• More than five children die every day as a result of child abuse

BRUCE, MARY. "Report: Five Children Die Each Day From Abuse or Neglect." ABC News. ABC News Network, 21 Oct. 2009. Web. 28 Sept. 2012. <http://abcnews.go.com/Politics/children-die-day-abuse-neglect-us/story?id=8883519>.

Ethos

• The untied way is a reliable source and creates many ads to inform people of important issues

what is the ethical appeal?

Pathos

• No child deserves to be abused.

• The dad hitting the child with a toy that was given to them for their birthday is sad.

• The child getting hit cause (s)he spilt juice on the floor makes people mad.

what is the emotional appeal?

Citation

Neltner, Rick. "Exhibition." Ads of the World™. N.p., 25 May 2006. Web. 5 Sept. 2012. <http://adsoftheworld.com/taxonomy/term/2/0%3Fpage%3D173?page=236>.